This campaign put drivers in the shoes of road workers, to help them understand the dangerous environment road workers experience.
The problem
In 2005 there were 603 crashes at roadwork sites in NSW. Ten people were killed and 356 were injured.
Injuries to road workers in NSW cost more than $100 million a year, but the financial and human toll could be much lower if drivers slowed down and observed road work speed limits.
More than $2 billion was spent on road infrastructure and maintenance in 2006-2007. This involved more than 450 roadwork sites and thousands of road workers.
With so many workers on NSW roads, it is important that drivers observe speed limits at roadwork sites.
The campaign
The campaign comprised a 45 second television commercial 'Road Office', radio advertising and busbacks.
The ad shows office workers going about their day to day business when a speeding car suddenly charges between their workstations.
The ad is designed to create empathy between drivers and road workers, put road worker safety on the public agenda and encourage drivers to slow down and take care when driving through roadwork sites.
Be Roadwork Aware – Drive Slow, Take Care
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