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July 05, 2011 For more information: Ann Whitehead 501-618-8133 ann.whitehead@asp.arkansas.gov (LITTLE ROCK) – The Arkansas State Police Highway Safety Office has launched a new speed enforcement advertising campaign, “Obey the Sign or Pay the Fine.” The statewide law enforcement initiative under the new banner begins July 10th and continues through July 16th. The intensified enforcement effort against speeding drivers, sponsored by the National Highway Traffic Safety Administration NHTSA, underscores the severity of the problem both locally and across the nation. “Speeding translates to fatalities on Arkansas roadways,” said Colonel JR Howard, Director of the Arkansas State Police and Governor’s Highway Safety Representative. “It also greatly reduces a driver’s ability to steer safely around another vehicle, a hazardous object in the street or highway, or safely negotiate an unexpected curve. Speeding drivers put themselves, their passengers and other drivers at tremendous risk.” According to the United States Department of Transportation’s Fatality Analysis Reporting System (FARS), speeding was a factor in 31 percent of motor vehicle crash deaths in 2009 and since 2000 has been a factor in about one-third of crash deaths. In Arkansas during 2009 the report indicates there were 105 speeding-related fatalities out of a total of 585 traffic fatalities. “During this enforcement campaign, officers from state, county and city law enforcement agencies will devote additional effort and time to ticketing speeding drivers,” said Colonel Howard. “Our goal is to save lives and we’re putting all drivers on alert – the posted speed limit is the law. When it comes to speeding: Obey the Sign or Pay the Fine.” NHTSA considers a crash to be speed related if the driver is charged with exceeding the posted speed limit or if the driver was driving too fast for conditions. For more information, please visit www.trafficsafetymarketing.gov or call the Arkansas Highway Safety Office at (501) 618-8136.