In 2014, there was a sudden spike in wrong-way driving (WWD) crashes in Florida, and in the Tampa Bay area in particular. In 2014 Tampa Bay alone experienced 7 wrong-way crashes that resulted in 11 fatalities. However, the alarming rise in wrong-way crashes was not limited to Tampa Bay, but was being observed statewide with heighted media and community attention. To try to eliminate these tragic crashes, FDOT launched its $3 million Wrong Way Driving Mitigation Initiative (WWD), focusing on three areas—policy, infrastructure, and institutionalization. This comprehensive and holistic approach has resulted in a dramatic drop in WWD crashes in Tampa Bay: In 2015, there were no WWD crashes; in 2016 there was one WWD crash which resulted in two fatalities.