2021 Minnesota TZD Webinar Series: Data, Diversity, and Carefully Crafted Messages—Creating an Impactful Traffic Safety Campaign

Monday, November 8, 2021

About the Webinar

Do you ever wonder why traffic safety data, as shocking as it is, isn’t enough to change driver behavior? Are you at a loss for how to structure a traffic safety campaign so that it does change behavior?

This webinar discussed change resistance and barriers to traffic safety messaging, when and where data can be leveraged, who to partner with, and how to craft a communication message that impacts traffic safety. As a real-life example, speakers delved into the hands-free law, reviewed what they have been seeing on our roadways, and created a message asking Minnesotans to recommit to going hands-free.

Webinar Recording & Materials



Meredith Mitts, Public Affairs Specialist, AAA Minnesota-Iowa, The Auto Club Group


Vijay Dixit
Eric DeVoe

Eric DeVoe is a senior research analyst with MnDOT’s Office of Traffic Engineering. DeVoe works at the intersection of crash data and environmental justice, distilling complex data into effective safety plans and projects. He currently administers the Highway Safety Improvement Program. He holds a degree in economics and history from the University of Minnesota.

Vijay Dixit traded his professional career for social advocacy on November 1, 2007, after a distracted driver killed his 19-year-old daughter Shreya. The tragedy propelled the Dixit family to establish Shreya R. Dixit Memorial Foundation, a 501c3 nonprofit guided by the mission to transform driving culture at the grassroots level. Since its inception in 2008, the Shreya Foundation has developed distraction-free driving technology solutions and educational programs under Dixit’s leadership. In April 2016, Dixit published One Split Second, a highly researched book about how to fix the epidemic of distracted driving. In her foreword, US Senator Amy Klobuchar of Minnesota described the book as “a call to action, written with heart.” In 2017, Minnesota TZD recognized Dixit’s work by selecting him for the TZD Star Award for Education.

Lisa Kons
Allison Hawley

Allison Hawley started working with the Minnesota Department of Public Safety, Office of Traffic Safety in 2016 as a research analyst, and in March 2021, she accepted the position of MNCrash administrator. She has a background in both archaeology and biological anthropology, with a BA in anthropology from the University of Minnesota and an MA in biological anthropology from the University of West Florida. In her free time, she is a theater, film, and voice-over actress.

Lisa Kons is the traffic programs manager for the Minnesota Safety Council, where she has worked for 28 years. She works primarily developing, coordinating, and implementing traffic safety programming. She currently serves as the state coordinator for Minnesota Network of Employers for Traffic Safety, which focuses on providing traffic safety resources and opportunities to employers, media outlets, and traffic safety partners throughout the state. Kons serves as a legislative advocate for transportation-related issues and has served on many traffic safety strategic planning and advisory committees. In 2018, she received the Minnesota TZD Distinguished Public Leadership Award, which recognizes leaders who have influenced traffic safety policy directions that benefit society. She holds a bachelor’s degree in training and development.

Captain Jon Olsen

Captain Jon Olsen has served as the commander of the Minnesota State Patrol’s Commercial Vehicle Enforcement Section for the last six years. Since joining the State Patrol in 2004, he has held various positions within the agency, working in both rural Greater Minnesota and St. Paul freeway stations. He has also been a commercial vehicle inspection trooper, field training officer, field lieutenant, and a federal grants coordinator, and he has worked on various technology projects. Captain Olsen received his bachelor’s degree in law enforcement and psychology from Mankato State University.


Attendees are eligible for 1.0 POST credit, 1.25 Professional Development Hours (PDHs), and 1.25 Continuing Legal Education (CLE) credits.

More Information

For more information about the webinar, please contact Linda Dolan at ldolan@umn.edu.


The webinar series was offered by the Minnesota Toward Zero Deaths Program and the Minnesota Departments of Health, Public Safety, and Transportation, with funding from the National Highway Traffic Safety Administration. The series was hosted by the University of Minnesota's Center for Transportation Studies.

Additional sponsorship provided by:

AAA logo
Bolton & Menk logo
HDR logo
Hiway Credit Union logo
MN Prevention Alliance logo