Speeding is a public-health crisis, making up approximately a third of roadway deaths each year in the United States. One countermeasure with clearly documented efficacy to reduce speed is automated speed enforcement (ASE). Public acceptance of ASE, however, has been marginal with many drivers calling into question its need and legality. This project used surveys and interviews to better understand public rejection of ASE and to strategically provide individualized information to determine whether opinions can be shifted toward a more favorable view of ASE. Statistically significant movement on ASE opinion was achieved after respondents engaged with a tailored survey addressing their particular ASE concerns. Those who changed their opinion were more engaged (e.g., considered the opposite of their current stance more fully) and were persuaded by evidence of safety benefits resulting from reduced speeds and effective speed reduction with ASE deployment.