Communicating safety: The impact of warning signs and messages on reducing risky driving in flood conditions

Vehicle-related flood fatalities are common, and past research has largely focused on psychological, experiential, and sociodemographic factors that contribute to driver safety behavior. Less is known about how flood-related road signs and messages are understood and acted on. This study ( n = 1027) addresses that gap by examining how three factors—past exposure to warning signs, comprehension of those signs, and exposure to flood-related risk messages—affect drivers’ decisions to turn around after encountering flood warning signs (e.g., Turn Around Don’t Drown). Findings show that past exposure to two different flood-safety signs commonly found in the United States encourage safer driving. People with flood experience are five times more likely to turn their car around than others without this experience. Adults 55 years and older are three times more likely to turn around than young adults, and females are also more likely turn around than males. Finally, those who reported stronger risk affect were about 25% more likely to turn their car around. Contributions underscore the critical role of static road signage and risk messaging in shaping driver behavior. We offer several recommendations for future research and public safety and risk managers. • Exposure to static road warning signs and higher risk message perception promote safe driving in flood conditions, specifically, turning a vehicle around and not driving through water on the road. • Past encounters with floods reinforce the need to not drive through flood waters. • Awareness campaigns should target young adults, males, individuals with no prior flood experience, and residents located in flood-prone areas.