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Ontario Road Builders' Association


Changing the Perception of Construction Sites

The Ontario Road Builders’ Association (ORBA) wanted to ensure the safety and security of road workers by bringing awareness to this issue. However, we realized that awareness wasn’t really the problem as drivers knew how they should behave, they just weren’t doing it.

To change drivers’ behavior around construction sites we developed the #SiteUnseen campaign to get drivers to understand that these areas are someone’s workplace. We made a bold decision to bring humour to the problem with three YouTube videos juxtaposing traditional offices with construction sites. The integrated marketing and communications strategy included a traditional and social media campaign backed by the videos and radio spots written, directed and produced by our team.

The campaign earned nearly 13 million media impressions, and the videos attracted nearly 3.3 million views online, with 4.9 million people reached, 34,000 likes, comments, and shares. Word spread quickly about #SiteUnseen with the campaign being discussed in regional papers from border to border.