We all knew it was coming.
Earlier this month, the Massachusetts Department of Transportation came out with cheeky missives on electronic highway signs, instructing drivers to “Use Yah Blinkah.”
Some drivers chuckled; others rolled their eyes. Many, many took photos on their cellphones as they puttered in traffic. And Highway Administrator Frank DePaola deemed the effort a success, saying the agency had finally figured out how to cut through the “white noise” of public service announcements with “uniquely crafted messages.” He signaled that there would be more “Good Will Hunting”-appropriate PSAs to come.
Now, it seems, the tactic is catching on at other government agencies.
The phrase “Be Wicked Safe!” appeared on electonic message boards in Cambridge this week, brought to you by the Cambridge police and their new bicycle safety campaign. That epistle could only be outdone by the even more dreadfully worded phrase, “Be Wicked Smaaht!,” which also appears on the message boards.
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