The Concept

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The Concept

• Promote National Work Zone Awareness Week
• Generate awareness of the dangers in and around
• work zone areas
• Help teen drivers create strong driving habits
  early
• in their driving career

National Work Zone Awareness Week Campaign
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Research and Preparation

• Researched statistics, facts and tips from other
  state agencies
• Developed style and color scheme of materials
  aimed at target audience
• Conducted photo shoot of work zone areas and
  teenage drivers

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Communication Delivery Tools

• Created informative brochure
• Created interesting Web site www.timedla.com/drive
  safe.com
• User friendly
• Visually appealing
• Spoke to audience
• Provided important and pertinent safety
  information
• Archived news clips and videos

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Coordination and Publicity

• Coordinated with 45 public high schools along
  TIMED routes
• Principals and guidance counselors served as
  points of contact
• Requested wrecked cars as visuals from local
  towing services
• Issued press release to 800 media outlets
  statewide
• Had Governor record public service announcement
  (PSA)
• Distributed video news release and PSA to
  television stations

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Campaign Kickoff Event

• Oberlin High School (along U.S. 165 widening
  project)
• State and local official participation
• Televised and print media coverage

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Campaign Media Event

• Florien High School (along U.S. 171 widening
  project)
• Speaker of the House participation
• Print coverage

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Media Coverage

• Ten local newspaper media clips
• ENR magazine national print coverage
• 20,000 in print media value
• Televised media coverage

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Results

• Worked with 45 high schools along TIMED Program
  routes
• Communicated message to more than 5,000 high
  school students statewide
• Received positive feedback from
• school principals, guidance counselors and
  students
• Campaign recognized and appreciated by local
  officials and schools

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Lessons Learned

• Campaign must be organized for success
• Cater to media to ensure coverage.
• Select event locations within major media markets
  to gain stronger coverage
• Secure elected officials and community leaders to
  attend event
• Create strong visuals for backdrops and provide
  spokespersons
• Ask for support. For a good cause, others are
  often willing to donate time or services.
• Wrecked cars were all delivered/removed at no
  charge.