Creative

FHR ensures the safety of road workers with ORBA

FHR drives road workers safety campaign for Ontario Road Builders’ Association.

FHR developed and executed #SiteUnseen, a campaign designed to educate drivers about safe-driving in and around road construction zones.

Situation

Things were getting dangerous. Drivers in Ontario were not following road signs or worker instructions around construction zones, putting road workers in danger. The Ontario Road Builders’ Association (ORBA) wanted to ensure the safety and security of workers through an awareness campaign. However, we quickly realized that awareness wasn’t the problem. Drivers knew how they should behave, they just weren’t doing it.

Insights & Strategy

Our research showed a disconnect between what people knew was right behavior on the road and what they were doing. In fact, people were quick to identify bad habits in others, while continuing the same behaviours themselves. It became clear that unsafe driving behaviour around road construction was the result of a perception issue. While drivers see construction sites as many things---an inconvenience, a delay, a source of frustration---they often don’t view construction sites as a workplace, one that deserves the same level of respect and safety as any other. To get people to start viewing road construction sites as workplaces and change their behaviour, we developed a powerful, yet simple message: “If it wouldn’t happen at your work, it shouldn’t happen at ours.”

What we did

Our fully integrated communication campaign leveraged research, creative content development, social media, and media relations. We chose to lead the charge on social, relying on the strength of our insight and high-quality videos to drive views. Further buzz was created by releasing survey results through media relations, government and law enforcement stakeholders, and toolkits for ORBA members. We used timing as an asset, tying all elements into the first long weekend of the summer, known for heavy traffic and the beginning of road work season. We broadcast content as a PSA, developed an original radio spot, and produced print ads using original photography.

Results

Our regional campaign achieved results you would expect to see for a national program. We earned over 13 million media impressions on the campaign effort, and videos boasted over 3.3 million views. With more than 21,000 likes and almost 10,000 shares of the video content, reaction was overwhelmingly positive.

But most importantly we achieved outstanding behaviour change.

Of the drivers who had saw our campaign 92% said it made them drive more safely through construction zones.

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