Pavement friction is a critical characteristic of pavement that affects the frequency of all crashes. Measuring, monitoring and maintaining pavement friction, especially at locations such as curves and intersections where vehicles are frequently turning, slowing and stopping, can prevent many roadway departure, intersection and pedestrian-related crashes. Continuous pavement friction measurements (CPFM) combined with crash and roadway data allow agencies to better target pavement friction treatments and reduce the frequency and severity of crashes. Hear about the experiences of three states participating in a comprehensive and strategic effort to advance safety and promote the widespread adoption and eventual institutionalization of pavement friction management using CPFM. This integrated approach supports implementation of the FHWA Safe System Approach and will ultimately lead to fewer deaths and serious injuries on our nation’s roadways.