Slow Down Around Roadworks 

In one year, as many as twenty drivers and passengers lost their lives around roadworks. In 2004, project sponsor, WORKS Infrastructure, approached a joint team of Glenda Hughes and Robertson Communications to create a communications strategy and campaign to change driver behaviour around roadworks.

Glenda Hughes spearheaded the funding, ongoing stakeholder management, political endorsement and research. Robertson Communications developed the communications programme, which targeted the driving public, as well as internal audiences in all stakeholder organisations.

The campaign aimed to change driver behaviour by reinforcing one simple message - "Slow down around road works" - and by creating empathy for road workers. Informal feedback from road workers, police and the public shows the campaign has created a definite improvement - the message is getting through.

QUOTES. "This is the first occasion when there's been co-operation across the board between all the industry stakeholders." - The Hon. Harry Duynhoven (Minister of Transport)

"What was excellent was the fact this campaign didn't just work for the target audiences, it also had a morale boosting impact on our staff." - Murray Brown (WORKS Infrastructure)

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