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How and why messages on highway signs are created

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Coordination with Governor's office and Department of Health determines safety messaging

There's a lot of thought and coordination that goes into any communication we do, whether it's on social media, on our website or on our signage. It's never one person deciding what and how to say something.

Since the beginning of the response to the COVID-19 pandemic, we've been instructed by the Governor's office to use our digital highway signs to support messaging about staying healthy. We are one of more than 30 states across the country using similar signs for this type of messaging. Those messages have encouraged mask use, physical distancing and, most recently, getting vaccinated. We work with the Governor's office as well as the Department of Health in crafting the messages.

While we typically use these signs for traffic messages, federal and WSDOT guidelines state they can be used for certain other circumstances, including "safety messages" and "emergency homeland security messages." Governor Inslee and President Trump, and subsequently President Biden, have declared emergencies in response to the pandemic. The Federal Highway Administration has also clarified that the use of these signs is allowed to support the current national emergency and the federal Centers for Disease Control also issued guidance for COVID-19 messages on VMS boards. Our messages follow these messaging themes.

COVID public service announcement (PSA) messaging also does not replace other messages to motorists about traffic, crash and other vital emergency information. Like other PSA messages such as DUI enforcement and seatbelt use, they do not take the place of vital emergency information. If there is a need to message about crashes, construction, congestion, etc., any PSA type messaging is bumped. 

We know some people are frustrated by highway signage featuring public health messaging. It's also easy to forget that the people who work for government agencies are human beings. If you reach out, we ask that you do so in a constructive, respectful way. We all have jobs to do, and we do them the best we can.

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