“Click it or ticket” – Government Marketing at Work on the California Freeways

Ok – something’s been bugging me. I’ve been doing some freeway driving lately. And that’s not what’s bugging me.

So unbelievably stupid!
So unbelievably stupid!

It’s these dang signs that crop up every 5 miles along California highways.

“CLICK IT OR TICKET” they delcare! As if we didn’t get this memo from the 1970’s.

Here we have LED signs all over the freeways at huge taxpayer expense. You’d think they might have some relevant information… like say traffic information…?… or winning lotto numbers..?… or brainwashing political slogans at least.

But no – we get trite, condescending, idiotic “click it or ticket.” A quick Google of this catchy little ditty will show you that this is one of the more proud moments for the lamo-agency that cooked this up. Gag, urp, hurl far. I’m sure they have some half-baked statistics to show how potent the messaging is.

My point?

Don’t waste opportunities to communicate valuable information!

We’re all involved in this conversation via public billboards and public information signage. The world is talking to us constantly – whether it’s a marketing message, a direction or some sort of critical information (which this certainly isn’t).

Here are some of my ideas for proper usage of a public freeway signage content.

1) Gather data from GPS drivers (who opt in) and show drivers what’s actually going on in real time traffic. If a guy 10 miles in front of you is going 10 miles an hour and you’re going 75, that would be valuable realtime information.

b) Put up a Text Message number to text your lotto picks to and have smart wallet technology bill you via your DMV statement . (Passenger only for this one)

III) Display and rotate the various fines for switching out of the carpool lane before it’s time, speeding, drunk driving and so forth.

4) Post creepy Orwellian messages like “Obey” and “Pay Your Taxes.”

Just anything but “click it or ticket.” Give me a break. Or at least turn the power off so all of us who know how to operate seat belts can spare the state the electricity charges.