Redux of some previous safety campaigns:

From 2005:
This Holiday, Choose to Drive 35.
[Note: Not all links on above page work.]
Shore Drive Safety Task Force approved

At VBGov.com:
Shore Drive Safety Task Force
In December, 2005 the City Council appointed the Shore Drive Safety Task Force and directed them to report back to City Council on short, mid and long term recommendations for improving safety along Shore Drive.  A number of interim improvement projects have been completed and more are planned.

From 2009:
Beginning of the Shore Drive Safety Initiative
SDSI helped achieve 35 at Cape Story by the Sea, Cape Henry Shores stretch of Shore Drive.