TDOT SAFETY CAMPAIGN TransComm Skills Contest 1a: Excel Award without Consultant
Situation Situation • 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.
Goals Goals •Raise public awareness of dangers facing highway workers • Urge motorists to play active role in highway worker safety •Reduce highway worker fatalities to zero Part of our message was to communicate all the different ways our workers help Tennesseans and to demonstrate how dangerous their jobs can be.
Challenges Challenges • Create universal, sustainable campaign • Reach motorists statewide • Expose dangers of highway work • Generate support • Prompt change in motorist behavior TDOT’s worker memorial. A reminder of how many lives were lost while on the job.
Strategy Strategy •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 Work With Us Website Hats, stickers, car decals, and hard hat stickers were used to promote the campaign. As a quick way to get the public involved, we created the Work With Us pledge.
Campaign Promotion Campaign Promotion Videos were posted to social media prior to the campaign launch event to generate interest. 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 We continued teasing our campaign on the road while driving. Tuesday with the video “More than a number”. 31,426 views 5,096 views 88,499 people reached 16,528 people reached
Campaign Launch Campaign Launch On Wednesday, April 5, 2017, TDOT officially launched the “Work withUs” safety campaign. Public Service Announcement Campaign Launch Event Click Play to Watch Videos
TDOT Measurables TDOT Measurables TDOT Workers Mixed Media Social Media • Training • News Releases • Facebook ▪ 586 broadcast/print/ ▪ 521 key field staff ▪ 46 posts communitycontacts • Promotional Materials • Twitter • Videos ▪ 2,000caps ▪ 12 tweets ▪ What Else Can I Say? ▪ 3,500 hard hat stickers • YouTube ▪ More than a Number ▪ 5,000 vehicledecals ▪ Work with Us PSA ▪ 8 videos ▪ 800 vehiclemagnets ▪ Safety Measures • Instagram • Message Boards ▪ 7 posts ▪ 177 boardsstatewide ▪ Messages displayed 9a – 3p (6 hours)
Results: News Media Results: News Media The official launch of the safety campaign. The news release was widely distributed via email, and then downloaded 169 times. 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 Media outlets who covered the campaign: promoted the event, and then reported on the campaign in the • WBBJ-TV • Jackson Sun days and weeks that followed. • Equipment World • WZTV-TV • Herald Chronicle • WKRN-TV • WTVC-TV • LebanonDemocrat • Occupational Health & Safety • WTVF-TV
Results: Social Media Results: Social Media ▪ 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.
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