The Colorado Department of Transportation is using electronic signs along highways across the state to post a weekly tally of year-to-date traffic fatalities.
The Denver Post reports the tally, which will be posted each Wednesday, will be paired with safety messages aimed at reducing crashes.
A sign on Interstate 25 in Denver informed drivers that there have been 13 traffic deaths so far this year. The message then changed to remind people to buckle up for safety.
CDOT officials say that last year, 545 people died in Colorado traffic accidents, an 11.7 percent increase from the 488 traffic deaths recorded in 2014. It was the first year since 2008 that Colorado had recorded more than 500 traffic deaths.
Transportation officials hope the campaign will raise awareness and encourage safer driving.