Campaign: VicRoads Says ‘Respect Our Road Workers’

Campaign: VicRoads Says ‘Respect Our Road Workers’

VicRoads is encouraging drivers throughout Victoria to be aware of road workers this summer with a new functional campaign from Loud&Clear.

Phoebe Jamieson
Posted by Phoebe Jamieson

More than 2000 road workers will be working at hundreds of sites across Victoria during summer, improving roads to benefit all Victorians.

The ‘Respect our Road Workers’ campaign aims to increase awareness of the reasons why road works occur during warmer months and asks drivers to slow down, be patient and plan their journey.

The campaign features traditional media and digital executions, including a Road Trip ‘Travel Trivia’ Facebook App.

The campaign video follows the journey of a man in a family sedan, starting with his frustration at being held up by road works, and ending with an understanding wave to the road workers.

Loud&Clear content director, Joel Beath said the ad uses drone footage to shift from the perspective of an annoyed driver to various heights above the car, the road works, the city, and in towards the VicTraffic app and holiday spots.

Says Beath: “Using this filmic technique along with a strong, narrative voice over creates a sense of perspective both in visual communication and in the mindset we are encouraging. It adds a sense of scale to the job of maintaining Victoria’s roads and communicates that road works are a small part of a longer journey.”

The ‘Travel Trivia’ Facebook app features a simple multiple choice quiz with a mix of fun and educational questions for both parents and kids that reinforce key campaign messages, including ‘Why do road works take place between October and April?’ and ‘What should you do when entering a road works location?’

The campaign is supported by a road workers information kit, featuring branded merchandise and key communications material.