Colorado DOT ads depict construction workers as kids, urging drivers to “Slow for the Cone Zone”
Wayne Grayson | June 13, 2013

CDOT kids Slow ConeAs our sister site Better Roads reports, road construction season is in full swing. Which means that state departments of transportation are all looking for creative ways to grab the attention of drivers in order to make sure they are aware of all road construction zones and slow down as they enter them.

The Colorado Department of Transportation is taking an approach we haven’t seen before with a new series of ads called “Slow for the Cone Zone.” In the ads, posted on the CDOT Facebook page, kids are dressed up as construction workers and the following question is posed: “If they looked like this, would you be more careful?”

According to a survey performed by the Associated General Contractors of America, 38 percent of highway contractors saw motor vehicles crash into their construction work zones in the past year. More than 18 percent of work zone crashes injure construction workers, and 8 percent of those crashes kill them.

The kids are not the only element of the campaign as CDOT has also been posting reminders and advice. But it is certainly the most memorable and that’s what’s important.

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