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
Codes and Standards | Oct 26, 2022
‘Landmark study’ offers key recommendations for design-build delivery
The ACEC Research Institute and the University of Colorado Boulder released what the White House called a “landmark study” on the design-build delivery method.
Building Team | Oct 26, 2022
The U.S. hotel construction pipeline shows positive growth year-over-year at Q3 2022 close
According to the third quarter Construction Pipeline Trend Report for the United States from Lodging Econometrics (LE), the U.S. construction pipeline stands at 5,317 projects/629,489 rooms, up 10% by projects and 6% rooms Year-Over-Year (YOY).
Designers | Oct 19, 2022
Architecture Billings Index moderates but remains healthy
For the twentieth consecutive month architecture firms reported increasing demand for design services in September, according to a new report today from The American Institute of Architects (AIA).
Market Data | Oct 17, 2022
Calling all AEC professionals! BD+C editors need your expertise for our 2023 market forecast survey
The BD+C editorial team needs your help with an important research project. We are conducting research to understand the current state of the U.S. design and construction industry.
Market Data | Oct 14, 2022
ABC’s Construction Backlog Indicator Jumps in September; Contractor Confidence Remains Steady
Associated Builders and Contractors reports today that its Construction Backlog Indicator increased to 9.0 months in September, according to an ABC member survey conducted Sept. 20 to Oct. 5.
Market Data | Oct 12, 2022
ABC: Construction Input Prices Inched Down in September; Up 41% Since February 2020
Construction input prices dipped 0.1% in September compared to the previous month, according to an Associated Builders and Contractors analysis of U.S. Bureau of Labor Statistics’ Producer Price Index data released today.
Laboratories | Oct 5, 2022
Bigger is better for a maturing life sciences sector
CRB's latest report predicts more diversification and vertical integration in research and production.
Market Data | Aug 25, 2022
‘Disruptions’ will moderate construction spending through next year
JLL’s latest outlook predicts continued pricing volatility due to shortages in materials and labor
Market Data | Aug 2, 2022
Nonresidential construction spending falls 0.5% in June, says ABC
National nonresidential construction spending was down by 0.5% in June, according to an Associated Builders and Contractors analysis of data published today by the U.S. Census Bureau.
Market Data | Jul 28, 2022
The latest Beck Group report sees earlier project collaboration as one way out of the inflation/supply chain malaise
In the first six months of 2022, quarter-to-quarter inflation for construction materials showed signs of easing, but only slightly.
