Small Town News

Campaign a waste of taxpayer dollars

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Editorial

Readers of the Cape Gazette might have noticed a glossy, full-color flier that was inserted in the paper a few weeks ago.

It was a reminder to readers that when emergency vehicles or Delaware Department of Transportation workers are stopped along the side of a road, drivers must yield the right of way, moving into the left lane, where possible; when it's not possible, drivers must slow down until the emergency vehicles have been safely passed.

That's the law, the flier explains, and anyone who doesn't obey is subject to fines.

We applaud DelDOT for recognizing that inserting a flier in the Cape Gazette is a great way to reach Cape Region readers. At the same time, we have to wonder whether full-color, glossy inserts in the newspaper are an effective way to change driving habits.

It turns out DelDOT doesn't know and hasn't really tried to find out. As one DelDOT official explained, "A direct correlation between driver behavior improvement and the effectiveness of the campaign cannot typically be developed."

DelDOT officials say they spent $104,000 on the Move Over campaign, printing 240,000 fliers for newspapers, plus additional quantities to be distributed at DelDOT events. Part of the money also went for posting billboards and bus advertising.

When the governor is busy trimming fat out of a tight budget, that's a lot of money to spend on fliers whose effectiveness has never been verified. But don't worry; DelDOT used federal money, not state tax money; readers will no doubt be reassured to know the federal government has paid for this program in every state in the nation except Hawaii.

Still, it's not just the advertising campaign, but the law itself that must be questioned. Every death on the highway is a tragic death. Why is this law limited to DelDOT and emergency workers?

If the driver of a disabled car is struck by another driver before emergency workers arrive, is that death somehow less tragic? Drivers should yield to all vehicles stopped on the side of the road and slow down to avoid accidents.

That's just common sense, and it shouldn't take $104,000 to explain it to anyone.





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