ITD Office of Highway Safety launches SHIFT Idaho engaged-driving campaign

Whether it’s a drive around the block or a trip across the state, there is no shortage of distractions to take your mind off the road. To help Idahoans stay focused on the drive, ITD’s Office of Highway Safety is launching a new engaged-driving program called SHIFT.

The idea behind engaged driving is to create an opportunity for Idahoans to start thinking and talking about what’s appropriate behind the wheel and in the passenger’s seat. SHIFT is a program designed to help share techniques and strategies to reduce distractions and grow driver engagement.

“A distraction is anything that takes your mind away from the road,” said Highway Safety Manager John Tomlinson. “There are obvious distractions and others we may not even recognize – but we all know what it means to be engaged and we really want to highlight those behaviors.”

This approach is based on the concept of Positive Culture Framework, a system that promotes health and safety by building on shared values, beliefs and attitudes.

“Most people in Idaho are doing the right thing,” said Tomlinson. “SHIFT is our opportunity to grow those good behaviors and make our roads safer.”

Unlike traditional highway safety campaigns, SHIFT combines efforts to reach drivers directly through different media with workplace engagement. A pilot program is currently underway to develop a toolkit to help teach employers how to talk to their employees about engaged driving. The pilot sites will test different tools and review workplace distracted driving policies to see what can be done to impact driver behavior.

“We feel the right combination of policy, education and reinforcement at the workplace can help us move the needle,” Tomlinson said. “We really believe this layered approach will help us create safer roads and a safer Idaho.”
To learn more about the program, visit