The Austin Chamber of Commerce is ramping up its media campaign to "Take on Traffic" on Austin area roadways. This week, "Take on Traffic" radio ads started playing and more signs began popping up around town to encourage drivers to call and record their complaints about congested roadways.

"It is sort of like a political campaign," said Brandon Janes, the Austin Chamber's VP of Transportation.

The blitz comes as local transportation leaders prepare to meet Monday night. The Capital Area Metropolitan Planning Organization, or CAMPO, is considering five new road projects, some or all which will be tolled.

The chamber's Take on Traffic initiative supports the new projects, as well as other transportation solutions like commuter rail, additional bus transit and more roads without toll booths.

The topic of toll roads tends to generate controversy.

"I just feel like we've already paid taxes for roads and we should be able to travel freely without paying more taxes," said Austin motorist Shirley Pond.

KVUE News

But the initiative is focusing on getting all kinds of voices to communicate with area leaders. The campaign reaches out to drivers, hoping drivers will reach out to their elected officials.

"I think people have been complacent for years and we want them to take action, and take action now," said Janes.

Drivers seem to be taking notice.

"I've seen the signs but haven't been to the website so I don't know what it's about," said Austin motorist Cathy Edwards.

The Chamber is hoping Edwards - and others - find out what it's about by following the signs.