Outreach Details
State Agency: California
Campaign Name: "Slow for the Cone Zone"
Description: The California Department of Transportation (Caltrans) introduced its "Slow for the Cone Zone" safety campaign at a news conference in 2000. Hoping to reduce accidents in highway construction and maintenance zones, Caltrans targeted audiences in the San Francisco Bay Area and central coast of California with a clear message to slow down, stay alert and use great caution in the cone zone. The centerpiece of the campaign is a commercial, featuring a distracted driver slamming his automobile into a piece of highway construction equipment.
Themes: "Slow for the Cone Zone" - Theme aimed at danger to driver of car in cone zones. Ease up and stay alert when passing a coned off area.
Audio PSAS: Slow for the Cone Zone Radio Commercial consists of the message to be alert and slow for the cone zone. A car was crashed into a front-end loader for the commercial and to kick off the campaign. The crash sound is heard in the commercial.
Video PSAS: The centerpiece of the campaign is a commercial, featuring a distracted driver slamming his automobile into a piece of highway construction equipment. As glass shatters and metal distorts, viewers are reminded of the dangers they face when they ignore the orange cones that outline a work zone. As if a further warning were needed, the narrator dramatically reminds motorists, "Slow for the Cone Zone".
Materials: Slow for The Cone Zone Billboard consists of the message " Slow For The Cone Zone" and Caltrans logo seen with cones.|Graphics include Orange cones and the phrase "Slow For The Cone Zone."|Web site and sinage on the back of trucks.
Website: http://www.dot.ca.gov/hq/paffairs/news/pressrel/00pr01.htm
