With the busy Thanksgiving travel season upon us, state police want to keep fatalities to a minimum, and are asking for your help.

The number of deadly crashes is on the rise, and police worry the holidays could bring even more tragedy to the highways.

So far, there have been 903 fatalities on Virginia highways this year, which is 63 more than this time last year and the online count is going up everyday.

"We are anticipating over a thousand fatalities by the end of the year and with the holidays coming up we are trying to encourage people to drive safe,” said Sgt. Ted Tynes of the Va. State Police.

To do that, State Police, VDOT and the DMV are teaming up with an aggressive campaign.

Starting Friday, on billboards and on mirrors at all rest stops you will see this powerful message; “Are you Virginia's next traffic fatality?”

"The challenge is just to challenge Virginians to help the state police and DMV and VDOT to reduce these accidents,” said Sgt. Tynes. “The public can play a big role in assisting us to do that."

The in-your-face campaign is asking all drivers this holiday to follow five life saving rules; obey the speed limit, share the road, wear your seat belt, don't drink and drive, and avoid distractions.

Like tens of thousands of Virginians, Dennis Raabe is hitting the roads to be with his family this busy holiday season but with that traveling he knows will likely come many close calls on Virginia highways.

"Definitely people driving too fast, crossing over double lines, not using their signals, leaving their signals on; those kind of things I see, and it's dangerous out there,” he said.

He says the campaign “needs to be done.”

“People are dying; young folks, old folks. This incident in Virginia Beach where someone was drinking and driving. It needs to be out there."