• by Fern Siegel , July 29, 2025

Speeding causes serious consequences on the road — yet signs, speed cameras and law enforcement haven’t deterred drivers.

The Virginia Dept. of Motor Vehicles decided to try something different. It kicked off its first brand activation, producing a clear graphic to illustrate how speed can be harmful.

Rather than the usual PSA, Two Tango Collaborative, the DMV’s agency of record, introduced the Speed Ladder, an eye-catching visual that equates speeding with falling from increasing heights. The structure first debuted July 25 at the Richmond Flying Squirrels baseball game.

Additional assets include a video of the ladder being climbed from the climber’s perspective. It runs on social and digital channels.

The OOH regional effort illustrates how going even 5mph over the speed limit can be dangerous — especially in school zones.

“This work touches on such a crucial topic, where human lives are at the forefront. We could no longer only rely on traditional messaging vehicles to get the point across,” said Erin Sarro, Two Tango Collaborative executive creative director. The agency’s goal was “to create a light-bulb moment that will hopefully have a lasting impact on roads.”