S&C created the first national work zone safety awareness campaign for the Federal Highway Administration. S&C competed for the advertising placement of this campaign and won the contract to place radio advertising throughout the major cites in California.

CALTRANS conducted its own pre and post ad campaign assessment and found that after only eight weeks of advertising, awareness of work zones had increased by five percent.

Accidents occurred where advertising did not run; however, there were no accidents in the work zones areas where the advertising aired. S&C’s ad campaign effectively raised awareness and affected drivers’ behaviors through an effective and creative ad campaign, efficient media buy, and by generating about $500,000 in additional free advertising through our media negotiation skills.