AASHTO Journal

Pavement Association Launches ‘WatchForUs’ Campaign to Fight Distracted Driving

The National Asphalt Pavement Association put together a set of videos that highlight the dangers to road crews in work zones as it introduced "WatchForUs," a multimedia messaging campaign that targets distracted driving that the NAPA unveiled along with National Work Zone Awareness Week observed April 9‒13. (See related story.) 

"Building and maintaining roads can be a dangerous business," the association said. "Companies invest a great deal of time, effort and training to control potential risks within the work zone, which often is positioned next to active traffic lanes."

watchforuslogo.jpg2018 NAPA Chairman Craig Parker, the executive vice president of Silver Star Construction in Moore, Okla., said: "With WatchForUs, NAPA is reminding drivers of the need to resist distractions and to pay attention while driving through work zones. We do everything possible to ensure a safe jobsite, but when traffic is just inches away from workers, it takes just a moment's lapse of attention for a tragedy to occur."

Other stakeholder groups are also supporting and promoting the campaign, including the Asphalt Pavement Alliance, Asphalt Institute, American Association of State Highway and Transportation Officials, American Traffic Safety Services Association and National Sand, Stone and Gravel Association.

The campaign utilizes a fictionalized short film called "A Moment Can Save a Life," which dramatizes the lifelong effects a work zone accident can have on a family. Along with it are gripping video testimonials from actual road builders describing events that left coworkers dead or crippled, driving home the real-life consequences of distracted drivers crashing into work zones.

The NAPA announcement also noted that "the latest AAA Foundation for Traffic Safety Culture Index survey found that about 84 percent of drivers report regularly seeing other drivers using a cell phone for texting while driving."

And an infographic the NAPA produced for the campaigned said that of 765 people who died from 2016 work zone crashes, 19 percent were road workers, 14 percent pedestrian and 65 percent drivers and passengers of motor vehicles.

Questions regarding this article may be directed to editor@aashtojournal.org.

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