PHOENIX – Traffic fatalities on Arizona roads are rising and selfish drivers are too often to blame.

Unless drivers stop making bad decisions – driving impaired, driving distracted, driving aggressively and speeding, and not wearing a seat belt – Arizona will continue on its year-to-date pace and top 900 traffic deaths by the end of the year. The Arizona Department of Transportation’s “Drive For Them” campaign aims to reduce traffic fatalities by reminding drivers that their actions can have tragic, yet entirely preventable, consequences for those they share the road with, which includes their families, friends and neighbors.

Historically, impaired driving, speeding and aggressive driving, and distracted driving are among the leading factors in traffic deaths in Arizona. Still, too many drivers continue to engage in these selfish driving behaviors. If some motorists will not drive in a safe manner for themselves, perhaps they will alter their driving habits when confronted with the impact that poor decisions behind the wheel can have on loved ones. Through the weekend, ADOT will display the following messages on overhead highway signs:

YOUR FAMILY
TRAVELS THIS ROAD
DRIVE FOR THEM

YOUR FRIENDS
TRAVEL THESE ROADS
DRIVE FOR THEM

YOUR NEIGHBORS
TRAVEL THESE ROADS
DRIVE FOR THEM

According to preliminary data, from Jan. 1 to Sept. 30 this year, 690 people have died in vehicle crashes in Arizona. Tragically, many of those deaths were preventable. If drivers did not drive impaired, drive aggressively, drive distracted or speed too fast for conditions, traffic deaths would be significantly reduced.