Press Release  MassDOT and Leominster Mayor Announce Public Safety Campaign with a Legendary Theme: “Hey Neighbor, Slow Down. It’s not Johnny AppleSPEED.”

LEOMINSTER — Leominster, known for its history and reputation as an affordable, family-friendly commuter community, is taking action to address a growing road safety concern: speeding. Today, Mayor Dean Mazzarella and Undersecretary & State Highway Administrator Jonathan Gulliver announced a new public safety campaign aimed at reducing speeding and improving safety in the city. The campaign message reads: “Hey Neighbor, Slow Down. It’s not Johnny AppleSPEED.” 

“Speeding is one of the most preventable dangers on our roads, and reminding drivers about safety is important to changing behavior,” said Interim Secretary of Transportation and MBTA General Manager Phillip Eng. “Leominster’s campaign accomplishes that in the best way by connecting a serious safety message with the community’s local identify in a manner that’s fun and engaging. MassDOT is pleased to support the Community Voices for Road Safety program in partnership with Travelers Marketing working with cities and towns across Massachusetts to promote safer roads for everyone.”   

The campaign was developed in collaboration with community members, including local leaders, residents, parents, and students. Through an engagement process, the Leominster community developed a message that resonates from neighbor to neighbor. 

“Over half of all trips in Massachusetts are under three miles, which is why focusing on road safety in the local community is so important,” said Jonathan Gulliver, Undersecretary of Transportation and Highway Administrator.  “The campaign in Leominster is a great example of tapping into local history to connect with residents. Through MassDOT’s partnership with the Community Voices for Road Safety, we’ve been able to develop many hyper-local and creative campaigns across the state to remind drivers that safety starts in their community.” 

“This campaign, coupled with our full city-wide traffic analysis we will be starting this summer, is about promoting safety.” said Leominster Mayor Dean Mazzarella. “By connecting roadway safety to our shared identity and history, we’re reminding everyone that slowing down is a simple action that can save lives and strengthen our community.” 

The community developed message ties into Leominster’s identity as the home of the iconic folk hero, Johnny Appleseed. Born in Leominster as John Chapman in 1774, Johnny Appleseed remains a widely recognized symbol in the community and around the country. A conservation pioneer, Appleseed spread apple orchards across the American Northeast and Midwest. In a nod to his care for others, this campaign encourages that same spirit of neighborly responsibility by urging residents and visitors to slow down and drive safely. 

“The Registry of Motor Vehicles is proud to support Leominster’s creative Community Voices for Road Safety campaign reminding drivers that every street is shared, and every trip requires care,” said Colleen Ogilvie, Registrar of Motor Vehicles. The ‘Hey Neighbor, Slow Down. It’s not Johnny AppleSPEED’ is memorable, local, and impactful. By urging drivers to slow down, stay alert, and respect the rules of the road, we can all help make Leominster’s neighborhoods safer for everyone including pedestrians and bikers.”  

The message was created in collaboration with city residents and organizations, including students at Fitchburg State University, who took on the campaign as a class project in their Principles of Management course. Students contributed to all aspects of the campaign, from concept development to media strategy and implementation. 

“This project gave students the opportunity to apply classroom learning to a real-world challenge that directly impacts their community,” Fitchburg State Professor Michael Greenwood said. “Their creativity and commitment helped shape a campaign that is not only impactful but something they can take pride in as emerging professionals.” 

The initiative, titled Community Voices for Road Safety, is a unique, proven, and award-winning safety program developed and implemented by Travelers Marketing. The program will also partner with Leominster Public Schools to help reinforce awareness around the consequences of speeding. In the coming weeks, residents will see campaign messaging displayed throughout the city, including on MART transit buses and shelters, billboards, yard signs, as well as across social and digital media platforms. 

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