Minnesota has a unified effort to reduce traffic deaths to zero comprised of state agencies including the Minnesota Department of Transportation (MnDOT) and other relevant stakeholder groups. This initiative is supported by the Minnesota Strategic Highway Safety Plan (SHSP). Currently, MnDOT analyzes performance in terms of outcome variables such as number of traffic fatalities. The proposed research will supplement this approach by providing a survey tool to measure the traffic safety culture of Minnesota drivers. With this tool, traffic safety culture can then be measured as another performance metric to examine the effect of Minnesota traffic safety policies and programs. This tool can also provide a theoretical framework to explain and predict risk behaviors and acceptance of traffic safety interventions by specific regions or demographic groups of drivers. Finally, the theoretical framework developed by this project can also support a new intervention paradigm to complement the traditional Four E’s (Education, Enforcement, Engineering, EMS). This new paradigm is based on social media strategies that transform traffic safety culture to motivate intrinsic changes in safe driving behaviors and the valuation of traffic safety interventions. Together, these expected benefits support the specific objectives of the Minnesota SHSP and overall zero traffic death goal.