Although a handful of experiments have utilized indirect feedback in attempts to reduce speeding on roadways, fewer experiments have utilized direct feedback as a means to reduce incidences of speeding. The current study evaluated the effects of direct and individualized feedback provided by a large electronic feedback sign that displayed the speed of oncoming vehicles as they approached the sign along the roadways of a college campus. The effects of the sign were evaluated using a non-simultaneous multiple baseline experimental design employing two control conditions and intervention phase. Each condition was implemented at three sites on the college campus. The results showed that intervention produced significant decreases in both measures of vehicle speeds at each site, relative to measures collected during both control conditions.