O'Keeffe & Company

The Challenge

Caution – Work Zone

Transurban is building the 495 Express Lanes along a 14-mile stretch of the Capital Beltway in Virginia. Throughout the five-year construction period, the already-congested transportation corridor is further complicated by extensive construction activities. Transurban and design-builder Fluor sought to create awareness of extensive construction activity along the Capital Beltway and the dangers of distracted driving in a constantly changing work zone.

The Solution

Eyes on the Road

O'Keeffe & Company developed and implemented an integrated distracted driving communications campaign called "Orange Cones. No Phones." The team conducted a media relations campaign, presented information at high school assemblies, launched a regional employer safety program, developed and placed on-road signage, launched an advertising campaign, and created e-toolkits.

The Result

Orange Gets Noticed

Orange Cones. No Phones. reaches more than 10 million people each year. The campaign received the PRSA Silver Anvil Award of Excellence and the American Road and Transportation Builders Association (ARTBA) 2010 and 2011 Roadway Work Zone Safety Awareness Award. In 2011, research revealed that distracted driving in the construction corridor is declining.