State departments of transportation, including the Montana Department of Transportation (MDT), are working towards eliminating roadway fatalities and serious injuries through initiatives like Towards Zero Deaths (TZD). Underpinning TZD, is the knowledge that a positive traffic safety culture, which is the shared beliefs (including values and assumptions) of a group that affect behaviors related to traffic safety, is needed with both the agency and the public. One strategy in this effort is to educate the public via traffic safety videos about the need for and benefits of safety countermeasures (e.g., roundabouts), as well as the consequences of risky behaviors (e.g., texting while driving), to ideally change their beliefs and influence their behaviors.