When North Dakota launched the Vision Zero Schools initiative in March 2020, the timing was less than ideal. Just days after its pilot program began, schools across the state shut down due to the pandemic. But what could have been a short-lived experiment has grown into one of the most promising traffic safety education models in the country.

Led by Lauren Wahlman, safety public information program manager at the North Dakota Department of Transportation (NDDOT), Vision Zero Schools empowers students to take the lead in promoting safe driving behaviors among their peers and in their communities. The work is more than necessary, too: Motor vehicle crashes are the leading cause of injury-related deaths among North Dakota teens.

The peer-to-peer Vision Zero program allows students to choose a traffic safety issue—such as distracted driving, seat belt use or impaired driving—that resonates most in their region. Then, supported by Vision Zero outreach coordinators and creative resources, students create public service announcements (PSAs), banners and on-the-ground events to spread the message.

The Vision Zero Schools program has earned NDDOT recognition from the AAMVA Awards: International Communications Award for Social Media.

“It’s a more powerful message when it comes from someone in their school—whether it’s the star basketball player or a member of the choir—than from someone at the DOT,” Wahlman says. “These students are local leaders, and their peers listen.”

The program has since grown to 13 participating schools, with several more expected to join this year. More than 100 student leaders are involved.

Rural and tribal schools have embraced the model, tailoring campaigns to meet local needs. One school on a reservation, for instance, chose to focus on impaired driving, while others have launched seat belt selfie challenges and interschool “buckle up, phone down” pledges at sporting events.

Wahlman emphasizes the importance of adaptability. “Each community is different. We always say: Start small. Begin with banners and a few videos. From there, you can build events, community booths and even political advocacy.” In fact, one student leader recently testified in the 68th North Dakota State Legislative Assembly in support of a primary seat belt law, and others presented their work at the national Lifesavers Conference.

The success of Vision Zero Schools also depends on adult allies. Faculty champions keep the momentum going between Vision Zero visits, and community events—such as agriculture expos—allow students to engage directly with local drivers. “Farmers in our community respond much more positively to hearing about seat belts from a local teenager than from us at the DOT,” says Wahlman.

The initiative also includes a social media component. A recent back-to-school campaign ran student-created PSAs across Facebook, targeting rural communities where teens often drive long distances daily. These campaigns elevate student voices while reinforcing safe habits across generations.

For jurisdictions considering similar initiatives, Wahlman offers simple but powerful advice: “Start with conversation and creativity. Ask what the students care about and support them with the tools to lead. From there, let it grow.”

As traffic safety continues to be a critical issue nationwide, North Dakota’s Vision Zero model proves that youth-driven, community- supported advocacy isn’t just effective—it’s transformative.