S&C Advertising & Public Relations: Clients Served: Case Study: Department of Transportation

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U.S. Department of Transportation

S&C created the first national work zone safety public
service advertising campaign for the Federal Highway
Administration. S&C conducted national surveys and
focus groups, and then created three complete campaign
prototypes based on the research. S&C coordinated the
selection of the winning campaign with 21 states. S&C created an
award- winning and innovative multi-media advertising and outreach
campaign.

S&C created “Jack Hammer,” an animated hero based on the common
flagger symbol seen at all U.S. road construction sites. Jack Hammer’s
key message was “Get the Picture. Listen to the Signs.” It included the
creation of animated 3-D television ads, lively radio ads, and a wide
array of collateral materials. As a result, this campaign has aired in
more than 34 states. It continues to be used by state departments
of transportations.

The campaign won three national TELLY Awards for best PSA TV campaign
of the year, best animation and best transportation campaign. It won
international graphics recognition with Creativity 28 and won the
Crystal Award of Excellence for radio advertising.

National PSA Campaign for Federal Highway Administration
"Get the Picture. Listen to the Signs." Work Zone Safety Campaign

Background:

The US Department of Transportation, Washington D.C. hired S&C to generate the first national work zone public safety public service campaign. S&C conducted national research to determine the attitudes and behaviors of the driving public through work zones. Additional focus group research showed a lack of awareness of what the signs meant.

Campaign Purpose:

To generate awareness and educate drivers of the dangers faced while driving through a work zone, in order to change behavior.

To generate as much free media exposure as possible. To penetrate the media PSA clutter S&C created an innovative 3-D animation of a Flagger as the hero.

Thirty-four states have successfully implemented this campaign! Thousands of dollars in free Public Service Announcements have aired since the campaign kick-off.

Winner of the prestigious national Telly Award as best public awareness campaign, it also garnered best Radio spot from the Communicator’s Award of Excellence, and Creativity 28, an international graphic award.

Those using the campaign report less accidents and a reduction of deaths related to work zones.

Poster

Meet "Jack Hammer"!
View TV Commercials

Listen to Radio Ad

Media Kit

Bumper Sticker