Americans don’t take the dangers of speeding seriously enough, safety advocates say, so it’s time for states and localities to get tougher on fast drivers. That could mean lowering speed limits, installing more speed cameras and creating a social stigma for speeding drivers akin to that of drunk drivers.

Those are some of the conclusions of a new report from the Governors Highway Safety Association (GHSA), a group of state traffic safety officials. The report reads like a call-to-arms for officials to pay attention to a long-overlooked danger that leads to thousands of road deaths each year.