I’ve thought about this more than a reasonable person probably should.
At first, I imagined something profound. Something that would stop traffic—not literally, please don’t sue me—but emotionally.
Maybe: “Slow down. You’re going to miss it.”
Or: “The thing you’re worried about won’t matter in five years.”
Then I remembered where this billboard would actually live.
Above a six-lane highway, surrounded by people going 72 in a 65. While sipping coffee. Texting. Maybe arguing with a podcast host or yelling at their GPS, all the while trying to remember if they locked the front door or turned off the oven.
So I thought… maybe humor is the way in.
Something like: “This sign cost $10,000. You glanced at it for 1.7 seconds.”
Or: “You’re reading this instead of watching traffic.”
Or: “The car in front of you is braking.”
I also considered something fully honest: “No billboard has ever changed anyone’s life.”
But the more I thought about it, the clearer it became. We live in a world full of messages—ads shouting, opinions flashing, notifications buzzing. We’re hit with literally thousands of messages each day, so the best message might be the least clever one of all.
If I had a freeway billboard, it would simply say:
“Pay attention to the road.”
Nothing inspirational, poetic or viral.
Just timely, necessary … and honestly, probably ignored anyway.
Ironically, that probably proves the point.
Copyright © 2025 Doug DeBolt.
