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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.
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.
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 signage on the back of trucks.