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Work Zone
Safety: It's Everybody's Business
Work zones on
U.S. highways have become increasingly dangerous places for both
workers and travelers, with the death rate approaching two per day.
With more than 70,000 work zones in place across America on a given
day, highway agencies are realizing that it is not enough to focus
on improving the devices used in the work zone areas, but that they
must also reach out to the public in order to change the behavior
of drivers so that crashes can be prevented.
Motorists who drive through work zones every day often do not pay
enough attention to the advisory signs and thus fail to heed the
posted warnings. Drivers need to be made aware of the fact that
work zones require greater caution, adjusted speed appropriate for
conditions, and heightened alertness. Although recent outreach campaigns,
like the "Give 'Em A Brake" campaign, have focused mainly
on the safety of the worker, it is also important for motorists
to realize that their own safety is in just as much jeopardy as
the workers'.
As the result of a recent Federal/State initiative under the National
Highway Work Zone Safety Program, a new public outreach campaign,
called "Get the Picture--Listen to the Signs," has been
designed to address this safety issue.
The campaign was developed under a pooled-fund project, in which
the Federal Highway Administration (FHWA) and 21 State departments
of transportation (DOTs) participated (Alabama, Arizona, Arkansas,
California, Colorado, Iowa, Kentucky, Louisiana, Maine, Michigan,
Minnesota, Missouri, Nebraska, Nevada, New Jersey, New Mexico, New
York, North Carolina, Oklahoma, Texas, and Wisconsin).
Focus group studies conducted by FHWA helped to determine the goals
of the "Get the Picture--Listen to the Signs" campaign.
The results of these studies showed that many drivers do not realize
how many deaths and injuries take place in work zones each year.
Most study participants were also surprised to learn that more injuries
and fatalities involve motorists than highway workers.
The main goal of the campaign is to educate the public about what
the orange warning signs mean and the possible consequences of failing
to heed those warnings. The campaign theme is: "Don't risk
your life because you don't get the picture--be alert, slow down,
and pay attention to the signs." At the kick-off of the
campaign in 1998, campaign kits were sent to each State DOT in the
country. The kit included two 30-second television public service
announcements (PSAs), which feature 3D-animation; three 60-second
radio PSAs; a brochure; a poster; and a bumper sticker, along with
tips on how to effectively use the media kits. FHWA's Ann Walls
says, "The campaign has helped by making drivers aware that
they too are at risk in the work zone area."
States that have used the campaign so far include California, Connecticut,
Idaho, Kansas, Maine, Mississippi, Montana, Nebraska, New Hampshire,
Oklahoma and Virginia. Many other States have combined portions
of the campaign with their own outreach efforts.
Marty Matthews of Kansas DOT has used the "Get the Picture--Listen
to the Signs" campaign for 2 years in a row, in conjunction
with the "Give 'Em A Brake" campaign. He says, "We
think it is effective. In 1999, we had the lowest number of fatalities
and injuries in the work zone area since 1994. This just reflects
1 year, but we are pleased with the results."
For more information contact your State DOT public affairs office
or Ann Walls at FHWA, 202-366-6836 (fax: 202-366-2249; email: ann.walls@fhwa.dot.gov).
To help
reduce fatalities and injuries in highway construction areas,
the Federal Highway Administration, American Traffic Safety
Services Association, and the American Association of State
Highway and Transportation Officials have designated April
3-7, 2000, as National Work Zone Safety Awareness Week. Dwight
Horne, FHWA's Director of the Office of Highway Safety Infrastructure,
says, "Safety is a collective challenge, but perhaps
more importantly, safety is our individual challenge. It is
up to each of us-as drivers, pedestrians, designers, analysts,
planners, enforcement personnel, traffic engineers, managers,
and leaders--to use our talents, skills, and knowledge to
continually improve safety."
April
3-7, 2000
National Work Zone
Safety Awareness Week
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