The family of Timothy “Asti” Davison, who was shot to death in a road rage incident last January on a Pennsylvania highway, has produced a YouTube video and is offering a substantially larger reward for the conviction of the person who killed the 28-year-old man from the Androscoggin County town of Poland.

Davison’s mother, Theresa Allocca, also of Poland, said during an interview Sunday night that her family is now offering a $50,000 reward for any tip that leads to the arrest and conviction of Davison’s killer. The family has been offering a $12,000 reward for the killer’s arrest. Pennsylvania Crime Stoppers, a nonprofit organization, is also offering a $10,000 reward.

Police say someone driving a pickup truck pursued Davison along Interstate 81 during the early morning hours of Jan. 4, 2014, before ramming his sport utility vehicle into a median strip. The person then got out of the pickup and shot Davison. Police have identified the killer’s vehicle as a dark blue Ford Ranger.

“Since day one, the Pennsylvania State Police and the family of Timothy Davison have been committed to solving this case and getting justice for Asti,” Lt. Jonathan Mays, commander of the Pennsylvania State Police Criminal Investigation Section, said in a news release Friday. “This recent announcement by the family shows how far they are willing to go to help get this killer off the streets.”

For more information about the reward or the video, go to www.justiceforasti.com.

Allocca said the YouTube video, which features background music, is a little “cheesy.” But she said it was designed to reach a different audience – one that is younger and not as likely to watch the network television news.

The video, which runs for 1 minute and 16 seconds, flashes several images of Davison, including one in which he is leaning over a grill barbecuing hot dogs. “Someone knows something. Asti’s family will pay $$$ for justice,” is one of several messages embedded within the video.

Pennsylvania State Police are asking anyone who may have knowledge of the shooting to contact the Crime Stoppers tip line at 1-800-4PA-TIPS. Tips can also be left with the state police by calling 717-264-5161.