Shift Idaho launched in 2017 with a mission to help Idahoans re-focus behind the wheel.
We live in a distracted world. Our attention is constantly in demand—from the buzzing phone in our pocket to the loud friend in the passenger seat. On the road, distraction is deadly; the year Shift launched, distracted driving caused 19% of all crashes and 16% of all fatalities on Idaho roads.
Shift is a strategic effort to change that. While many traffic safety campaigns use a heavy-handed, shock-factor approach, we wanted to do something different. Shift is a movement of hope, encouraging and empowering Idahoans to be mindful drivers and community members by understanding their role on the road. Through eye-opening data and engaging local stories, Shift starts the conversation. You drive it.
The approach focuses on revealing and growing positive, shared values and beliefs, which result in healthier and safer behaviors. We use this framework at Shift to build upon existing strengths rather than focus solely on negative behaviors, using behavioral science to shift attitudes. When it comes to traffic safety, our message is positive and hope-based, not fear or shame-based.
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