The Ask: To change young drivers' beliefs about speeding while emphasizing that it is both unnecessary and harmful to others. The ultimate goal is to reduce speeding incidents across the state while reinforcing MassDOT's role in creating a safer transportation environment.

Idea: Everybody knows that “speeding kills.” Drivers have a lot of preset priorities, whether it’s getting to work on time or simply seeking that adrenaline rush with their friends. Whatever drivers are trying to achieve while going that fast, speeding has no problem killing it — in an instant.