Why R U Here?

Monday is the day that the Missouri Department of Transportation begins construction on the Christopher S. Bond Bridge, a new bridge on I-35 in North Kansas City… right along my commute route. I’ve been noticing that MoDOT has been spreading the word about the construction through a collateral campaign that instructs drivers to find an alternate route if they can. One gas pump topper near my office warns major roadwork until 2011 and suggests not driving the I-35/I-29 corridor if at all possible.

On that route, however, is something else entirely. Right in the middle of a notoriously congested area during morning rush is an outdoor board that simply reads:

Why R U Here? Major Roadwork Until 2011.

I’m very surprised about the tone of the board. To me, the board comes across so crass it might as well say “FU4B-ING HERE“. I’m actually a little surprised that MoDOT signed off on that message. Yes, I understand that you’d like people to try to find an alternate route so that the corridor is less congested and safer during the construction period, but come on. There are better ways to word the message. The gas pump toppers certainly aren’t that crass. Why does the outdoor campaign have to be that way?

I don’t think you can use a quick read at 70 MPH as an adequate excuse. Most of the time the traffic that flows by that board only goes by at 20-30 MPH (or less) during rush hours.

What do you think? Is the message effective, or does it just come off assy?

UPDATE: It looks like The Pitch had something to say on the subject.