Close to 5,000 thousand workers have lost their lives on road construction sites in the past 7 years. The NHTSA (National Highway Traffic and Safety Administration) is committed to putting an end to these tragedies. This campaign “puts a face behind the sign”. To bring home the message, multiple forms of media were used. A series of billboards, 2 radio spots, an ambient ad, a website and a brand-new logo is included in this integrated campaign.