During a press conference at The Diamond in Richmond, Virginia, officials from the Commonwealth and the City of Richmond unveiled a new public awareness display featuring a 54-foot ladder. This display is part of a campaign by the Virginia Department of Motor Vehicles (DMV) and the City of Richmond to highlight the dangers of speeding.
Virginia Secretary of Transportation W. Sheppard Miller III stated, “Speeding was a factor in more than 400 traffic deaths in Virginia last year.” He emphasized that every driver needs to understand the impact of their decisions behind the wheel.
DMV Commissioner Gerald Lackey explained, “This campaign makes the invisible visible. We’re taking the science of impact and turning it into something drivers can feel in their gut — because that’s how we change behavior.”
The campaign is part of Richmond’s efforts as a Vision Zero city, aiming to eliminate traffic deaths and serious injuries by 2030. Mayor Danny Avula remarked on the city’s commitment: “In Richmond, we’re committed to making our streets safer for everyone — whether you’re behind the wheel, on a bike or on foot.”
The ladder was created through local collaboration with Two Tango Collaborative conceptualizing it, Barker Designs designing it, and BrandSafway Scaffolding Systems building it.
This initiative is part of a coordinated effort across jurisdictions in National Highway Traffic Safety Administration’s Region 3 to raise awareness about speeding’s deadly consequences.
