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