MassDOT-funded community campaign to tackle speeding in Leominster launches in June

Jeff Larson, director of road safety communications for Travelers Marketing, told the Leominster City Council on May 26 that his firm's community-led program aims to change driver and pedestrian behavior through locally crafted messaging rather than government directives. "The campaign that you'll see here ... is a message that only can be done in the city of Leominster," Larson said, describing pilots in Brockton, Chelsea and other communities where locally developed creative raised safety behaviors.

Larson cited Brockton as a proof point: an observational seat-belt rate that was 42% in April 2024 rose to 72% after a four-month campaign and later to over 80% in follow-up surveys, which he said demonstrates sustained behavior change when communities see themselves reflected in messaging. He described the Leominster tagline, developed in neighborhood meetings, as "Hey neighbor, it's not Johnny Apple Speed," and said the campaign imagery includes billboards, transit ads, digital placements and a short video shot in Monument Square.

The campaign will be fully funded by the Massachusetts Department of Transportation, Larson said: there is no cost to the city for the campaign creative and placement. Local partners such as Leominster TV helped produce and edit video content, and the team plans giveaways, a children's coloring contest and community events to extend reach. A Leominster launch event is scheduled for Tuesday, June 9 at 9 a.m.; organizers said they will confirm exact location but prefer the billboard site on Mechanic Street.

Councilors pressed the team on measuring impact. Larson said the program's evaluation will use the city police speed sensors and two additional movable devices provided through the MassDOT partnership to gather baseline, during-campaign and post-campaign speed data. "We'll take the last few months' data, we'll look at the data during the campaign and then we'll go for two to three months after the campaign is over so we can do an assessment of before, during, and after," he said.

Organizers also noted complementary funding and project work: a local organizer explained a federal grant will support later infrastructure improvements such as sidewalks and signage that residents requested in campaign meetings. Larson and partners said they will share the campaign video and the full measurement plan with city staff and MassDOT and emphasized that community groups and students from Fitchburg State who participated in the planning will continue outreach efforts.

Next steps: the campaign team will finalize the launch location and share links and measurement details with the city. No city funds are required for the initial campaign roll-out, organizers said.

Sources: Presentation and Q&A with Jeff Larson (Travelers Marketing) and local organizers during the May 26 Leominster City Council informational meeting.