CONCORD, N.H. (MyKeeneNow) State safety officials are rolling out a new awareness campaign after hundreds of reports of wrong-way drivers on New Hampshire roads over the past three years, a problem authorities say continues to cause serious crashes and fatalities.

The New Hampshire Office of Highway Safety this week released a public service announcement focused on helping motorists recognize and respond to vehicles traveling against traffic. The video is narrated by Gov. Kelly Ayotte and is designed both to warn drivers about the dangers of wrong-way travel and to offer clear guidance on what to do if they encounter it.

According to state officials, the message is simple: do not attempt to intervene. Drivers who see a vehicle heading the wrong direction are urged to safely pull over as far as possible and call 911 immediately.

Ayotte said the campaign is part of a broader effort to keep New Hampshire’s roadways among the safest in the country. She emphasized that wrong-way driving creates an immediate risk to everyone on the road and that public awareness can play a role in preventing tragedy.

The PSA will appear across social media platforms and other digital outlets, with both paid and unpaid distribution. The Office of Highway Safety is also encouraging community groups, nonprofits, media organizations and residents to share the video to expand its reach. The video is available for download and public use.

Lt. Christopher Storm of the New Hampshire State Police, who commands the Office of Highway Safety, said wrong-way crashes often result in severe injuries or deaths and are frequently linked to impaired driving. He noted that many of these incidents could be avoided and reinforced the importance of contacting emergency services rather than trying to stop a driver.

State police data underscores the concern. Between 2023 and 2025, troopers logged 811 reports of wrong-way drivers statewide. During that same period, investigators identified 77 crashes in which a driver was determined to be traveling on the wrong side of the road or in the wrong direction.

Officials hope the new PSA will help drivers respond quickly and safely, potentially reducing the number of dangerous encounters before they turn deadly.