A HIGHWAY MESSAGE BOARD displays a festive safety warning for travelers, using a reference from the popular holiday film “A Christmas Story.” Humorous message boards are being used by the Ohio Department of Transportation to catch the attention of motorists during the busy holiday travel season aimed at reducing some of the top factors in serious or deadly crashes. (Photo provided)

The Ohio Department of Transportation is using a little humor on its highway message boards to catch the attention of motorists this holiday travel season.

The messages are aimed at some of the top factors in serious or deadly crashes such as distracted driving.

Today’s message mentions the 260,357 crashes recorded in the state so far this year and reminds drivers that life is “fra-gee-lay,” a reference to the popular holiday movie “A Christmas Story.”

On Christmas Eve, drivers will be reminded to stay to the right unless passing slower traffic because “Santa needs the left lane tonight.” Driving slow in the left lane is a common trigger for road rage and aggressive driving behaviors that can lead to crashes.

Christmas Day travelers will see a message targeted at impaired driving based on the 1989 movie “Christmas Vacation.”

“While the subject is very serious, we have found that the public responds better to messages that are humorous or relate to pop-culture,” said ODOT Director Jack Marchbanks.

ODOT began using more than 130 digital message boards to display safety messages and relevant statistics. A survey conducted by the Federal Highway Administration found that more than half of all respondents indicated that seeing safety campaign messages on digital message boards in the past had caused them to change their driving.

So far this year, 1,119 people have been killed on Ohio roads, an 8 percent increase over last year. November has been the deadliest month of the year with an increase of 34 traffic deaths compared to 2018.

“The vast majority of traffic deaths in Ohio are completely preventable,” Marchbanks said. “While we engineer roads to be as safe as possible, the one thing we cannot control is driver behavior. We’re urging drivers to put down the phone, buckle up, drive sober, and obey the speed limit.”