54% of highway contractors reported that motor vehicles had crashed into their construction work zones during the past year, according to the results of a new highway work zone study conducted by the Associated General Contractors of America. In response, association officials have launched a new mobile advertising campaign urging drivers who routinely pass through certain work zones to slow down and be alert.
"There are simply too many cars crashing into too many work zones, putting too many lives at risk," said Spokesman Ken Kubacki, Chair AGC's Highway and Transportation Division, Western Region Projects Executive, Granite Construction Co Bakersfield, Cal. and chairman of the association's Highway and Transportation Division. "That is why we are using targeted technology to urge motorists to slow down and drive with care in highway work zones."
Kubacki said that 48% of contractors who reported work zone crashes on their projects said that motor vehicle operators or passengers were injured, and 24% of those crashes involved a driver or passenger fatality. Highway work zone crashes also pose a significant risk for construction workers, Kubacki noted. He said 25% of work zone crashes injure construction workers and 3% of those crashes kill them.
Work zone crashes also have a pronounced impact on construction schedules and costs, Kubacki said. He noted that 53% of contractors responded that their highway projects have been delayed at least a day during the past 12 months because of work zone crashes. He added that 74% of responding contractors report they feel highway work zone crashes pose a greater risk now compared to a decade ago.
Association officials have launched a new targeted mobile advertising campaign designed to reach regular highway work zone drivers and urge them to be careful in roadside construction sites before the start of the traditional summer driving season. As part of the campaign, drivers who regularly pass through highway work zones in Pittsburgh, Pennsylvania; St. Louis, Missouri; Birmingham, Alabama and Evansville, Indiana were sent mobile advertising with special work zone safety messages.
Kubacki noted that the ads show up only when the driver opens his or her mobile phone and either visits a web browser like Chrome or Safari, or uses an app with advertisements. The campaign is crafted that way to avoid distracting drivers while they are on the road, instead reaching them when they can safely use their phones. During the past three weeks, over one and half million motorists have seen the ad, Kubacki noted, while several thousand have clicked on the ads to view more highway work zone safety tips.
"We are using technology to make sure 100% of our ads are reaching work zone motorists," the highway contractor added. "Instead of trying to sell something, we are harnessing mobile advertising technology to save as many lives as possible."
The work zone safety study was based on a nationwide survey of highway construction firms the association conducted in April and May of this year. Over 550 contractors completed the survey nationwide. View the national, regional and state highway construction zone survey results.
Related Stories
Market Data | Apr 23, 2020
Construction Contractor Confidence plummets in February
As of February 2020, fewer than 30% of contractors expected their sales to increase over the next six months.
Market Data | Apr 23, 2020
5 must reads for the AEC industry today: April 23, 2020
The death of the department store and how to return to work when the time comes.
Market Data | Apr 22, 2020
6 must reads for the AEC industry today: April 22, 2020
Repurposed containers can be used as rapid response airborne infection isolation rooms and virtual site visits help control infection on project sites.
Market Data | Apr 21, 2020
ABC's Construction Backlog Indicator down in February
Backlog for firms working in the infrastructure segment rose by 1.3 months in February while backlog for commercial and institutional and heavy industrial firms declined by 0.6 months and 0.7 months, respectively.
Market Data | Apr 21, 2020
5 must reads for the AEC industry today: April 21, 2020
IoT system helps contractors keep their distance and the multifamily market flattens.
Market Data | Apr 20, 2020
6 must reads for the AEC industry today: April 20, 2020
The continent's tallest living wall and NMHC survey shows significant delays in apartment construction.
Market Data | Apr 17, 2020
Construction employment declines in 20 states and D.C. in March, in line with industry survey showing growing job losses for the sector
New monthly job loss data foreshadows more layoffs amid project cancellations and state cutbacks in road projects as association calls for more small business relief and immediate aid for highway funding.
Market Data | Apr 17, 2020
5 must reads for the AEC industry today: April 17, 2020
Meet the 'AEC outsiders' pushing the industry forward and the world's largest Living Building.
Market Data | Apr 16, 2020
5 must reads for the AEC industry today: April 16, 2020
The SMPS Foundation and Building Design+Construction are studying the impact of the coronavirus pandemic on the ability to attain and retain clients and conduct projects and Saks Fifth Avenue plans a sanitized post-coronavirus opening.
Market Data | Apr 15, 2020
5 must reads for the AEC industry today: April 15, 2020
Buildings as "open source platforms" and 3D printing finds its grove producing face shields.