CASE STUDY
Caltrans
"Be Work Zone Alert" Public Education Campaign.
Services Provided:
Market Research
Strategic Planning & Implementation
Paid Media Planning, Placement & Measurement
Advertising Creative Development
Partnership Development
Website Development & Management
Public Outreach & Presentations
Events
Social Media Planning & Implementation
Media Relations Support
The Challenge.
Highway work zones are dangerous for both workers and drivers, especially with the rise in distracted driving. Caltrans needed a way to remind motorists about the importance of staying alert and obeying the Move Over Law to keep everyone safe.
Our Approach.
We launched the "Be Work Zone Alert" campaign, focusing on humanizing the risks. By featuring the children of highway workers, we made it clear that lives are on the line. We combined traditional media, digital outreach, and strategic partnerships to get this message out at crucial moments on the road.
The Results.
- Safe driving awareness rose from 36% to 47% from 2014 to 2021.
- 77% of those exposed to the campaign said it changed how they drive in work zones.
- The campaign delivered over 2 billion media impressions, with added value of $6.4 million.
- We reached 40,000 teens through educational presentations and digital tools.
77% of those who saw the ads reported changing their driving habits in work zones by 2021.
See the campaign in action.
