Her dream, and ours:
safer streets, saved lives.

We honor a very small dog.

Our mission is changing behavior and culture.

Creating a community brand.

Research and policy.

Our journey begins in Tucson.

Dorothy's dream was simple: to live, and to love.

Thrown out of a car onto a Tucson street, neglected and sick, she became beautiful and healthy and filled with joy. She lived for the simple miracle of being alive.

Her name was Dorothy because it seemed as though a tornado had brought her. She was so joyful in her little Oz.

Less than a year later, a few blocks from where she was rescued, she was carefully crossing in a crosswalk early one Saturday morning in the October sunlight. The street was clear, the lights in her favor. She was on a short leash.

A car turned left against the light, hit her, and sped away. She died in our arms.

Perhaps she is back in Kansas now, with her family. But she deserved so many more years of happiness here.

Dorothy's story is repeated daily on the streets of every community in America. These everyday tragedies affect us all. They are preventable.

It's not about changing infrastructure, with all the finance and politics that entails. It's about behavior. It's about how we all drive.

And - it's not all about extreme behavior, either. Many tragedies like Dorothy's arise from simple carelessness.

That individual carelessness aggregates into a shared driving culture. We know others don't care, so we stop caring too. That, in turn, creates tacit permission for more extreme behavior.

Our goal is to change that. Research shows that it's possible - that the right messages and reminders - nudges - can change behavior.

Our core goal is to build a grassroots brand that all of us participate in: to remind each other, constantly, how important it is to drive with mindfulness and care.

Grassroots brands are powerful. We've helped build them in fashion, sports, and other areas.

A sticker on a car bumper, or window or water bottle, is a small thing. But it can shift perceptions. We can constantly remind each other that each of us holds someone's life in our hands.

Our second goal is formal projects to intervene and change specific unsafe driving behaviors and situations. We're working on these in partnership with city, state, academic, and business leaders. We'll apply the science of nudges, as is documented in behavioral psychology, to create targeted messaging, aimed at specific risk and failure points. And - we'll test, and collect rigorous data on effectiveness.

These projects will be formal, structured, and visible. Each will be discrete - with specific goals, duration, and expected outcomes. We'll be announcing each of them as they are planned, funded, and rolled out.

It's a beautiful desert city. It was Dorothy's home.

Its streets are long and straight. Driving through eclectic and charming neighborhoods, with the mountains in the distance, is part of Tucson's charm.

But driving behavior in Tucson has changed. Its streets are among the most unsafe in America.