TDOT SAFETY CAMPAIGN

1a: Excel Award without ConsultantTransComm Skills Contest

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.

▪ Reach: 269,684▪ Impressions: 51,651▪ Video Views: 80,973▪ Media Views: 6,263▪ Shares: 5,896

Numbers compiled from Facebook, Twitter, YouTube, and Instagram analytics.

Results: Social MediaResults: Social Media