SituationSituation• In 2016, three TDOT workers were struck and killed by distracted drivers.• The deaths marked a total of 112 TDOT workers killed in the line of duty.• TDOT needed to create public awareness to stop highway worker fatalities.
•Raise public awareness of dangers facing highway workers• Urge motorists to play active role in highway worker safety•Reduce highway worker fatalities to zero
GoalsGoals
Part of our message was to communicate all the different
ways our workers help Tennesseans and to
demonstrate how dangeroustheir jobs can be.
• Create universal, sustainable campaign• Reach motorists statewide• Expose dangers of highway work• Generate support• Prompt change in motorist behavior
ChallengesChallenges
TDOT’s worker memorial. A reminder of how many lives were lost while on the job.
•Promote campaign launch• Use all media platforms
▪ Traditional (email, website, news releases)▪ Social Media (Facebook, Twitter, YouTube, Instagram)▪ Departmental (message boards, vehicles, workers)
• Involve workers▪ Training
▪ Promotional materials
•Provide engagement opportunities
StrategyStrategy
As a quick way to get the public involved, we created the Work With Us pledge.
Hats, stickers, car decals, and hard hat stickers were used to promote the campaign.
Work With Us Website
Videos were posted to social media prior to the campaign launch
event to generate interest.
Campaign PromotionCampaign Promotion
On Monday, TDOT launched the video “What else can I say?” in which the
daughter of one of our workers killed in 2016 urges motorists to pay attention on
the road while driving.
31,426 views 88,499 people reached
We continued teasing our campaign on Tuesday with the video “More than a
number”.
5,096 views 16,528 people reached
On Wednesday, April 5, 2017, TDOT officially launched the “Work with Us”safety campaign.
Campaign LaunchCampaign Launch
Click Play to Watch Videos
Campaign Launch Event Public Service Announcement
TDOT Workers• Training
▪ 521 key field staff
• Promotional Materials▪ 2,000 caps▪ 3,500 hard hat stickers▪ 5,000 vehicle decals▪ 800 vehicle magnets
Mixed Media• News Releases
▪ 586 broadcast/print/ community contacts
• Videos▪ What Else Can I Say?▪ More than a Number▪ Work with Us PSA▪ Safety Measures
• Message Boards▪ 177 boards statewide▪ Messages displayed 9a –
3p (6 hours)
Social Media• Facebook
▪ 46 posts
• Twitter▪ 12 tweets
• YouTube▪ 8 videos
• Instagram▪ 7 posts
TDOT MeasurablesTDOT Measurables
Media outlets who covered the campaign:• WBBJ-TV• WZTV-TV• WKRN-TV• WTVC-TV• WTVF-TV
• Jackson Sun• Equipment World• Herald Chronicle• Lebanon Democrat• Occupational Health & Safety
Results: News MediaResults: News Media
News talent in each of the state’s four major markets wore orange in support of Work Zone Awareness
Week & in anticipation of the launch of the “Work with Us” campaign that same day.
News outlets across the state promoted the event, and then
reported on the campaign in the days and weeks that followed.
The official launch of the safety campaign. The news release was widely distributed via email, and then downloaded 169 times.