Sagent created a comprehensive statewide campaign that spoke to the general driving public but also focused on research-driven audience segments with disproportionately high collision rates – Hispanic and teen drivers.

We put a human face to the problem by using children of Caltrans workers and the message: “Be alert, my dad’s—or mom’s—at work.” To connect with teen audiences, we worked with iHeart Media to run a Work Zone Social Challenge that encouraged teens to take a safe driving pledge with the chance to win prizes. Sagent also helped develop a virtual reality experience where users could sense firsthand the dangers of working in a work zone.