Promoting road safety should come first and can be incorporated into projects focused on maintenance, mobility and infrastructure condition improvement. Local elected and appointed officials play an important role in supporting highway safety programs through leadership, funding, and political support. Officials participate in identifying and selecting projects, developing safety plans, and establishing priorities. However, in addition to road safety, local officials have many competing priorities. Therefore, promoting the importance of local and rural road safety to decision-makers requires an appreciation of the role these officials play in advancing safety priorities along with an understanding of how to reach these officials with the safety message. This document describes how local and rural road owners can engage local leadership to address road safety issues and provides resources where additional guidance and information can be found.