Creating a New, 30-minute Traffic Safety Video for the Minnesota Department of Public Safety

Minneapolis, MN – November 21at, 2025

Challenge:
In 2024, the Minnesota Legislature passed legislation to fund a new pilot program aimed at improving traffic safety. Administered through the Department of Public Safety (DPS) – a longstanding Linnihan Foy client – the program introduced traffic enforcement cameras to help curb unsafe driving behaviors and test the cameras’ effectiveness at reducing violations such as speeding and running red lights.

To support implementation, DPS in partnership with the Minnesota Department of Transportation (MnDOT) and the cities of Minneapolis and Mendota Heights announced that first-time offenders could have their fines waived by completing a short online traffic-safety program. DPS then approached Linnihan Foy to create a comprehensive 30-minute educational video that would anchor the program. All of this needed to be proposed, kicked off, written, recorded and produced and approved in 10 weeks. This needed to be a true show of collaboration amongst all partners to achieve this in an expedited timeline.

Action:
Linnihan Foy collaborated closely with DPS, MnDOT, and City personnel to design a clear, accessible, and engaging instructional curriculum. The program covered key areas including speeding, work-zone and school-zone safety, traffic signals, impaired driving, distracted driving, and other high-risk behaviors.

Our team scripted, produced, and precisely timed a 30-minute video composed of expert instruction, real-world examples, and compelling testimony from families affected by traffic-related tragedies. The program also incorporated previously developed DPS TV PSAs produced by Linnihan Foy to reinforce core safety messages and strengthen emotional impact.

Results:
The program launched in September 2025, and the online program has been widely praised – both by leadership of all partners and by ticketed drivers who have completed it. Early feedback highlights the clarity of the material, the effectiveness of the storytelling, and the program’s value in shifting driver behavior toward safer practices.

About Linnihan Foy

Linnihan Foy is a full-service marketing agency based in Northeast Minneapolis, serving clients locally and globally for more than 22 years. The agency specializes in business and marketing consulting, creative services, media planning and buying, public relations, social media management, and application development. Linnihan Foy’s expertise spans brand development, advertising, digital strategy, and technology solutions, ensuring clients achieve meaningful connections with their audiences.