To eliminate distracted driving in the 495 Express Lanes construction zone, Transurban-Fluor and AAA Mid-Atlantic developed Orange Cones. No Phones.
The campaign – started in 2009 – reached more than 10 million people and garnered national recognition, winning the Public Relations Society of America Silver Anvil Award of Excellence and the American Road and Transportation Builders Association 2010 and 2011 Roadway Work Zone Safety Awareness Awards.
The 495 Express Lanes Orange Cones. No Phones. campaign secured more than 26 million impressions. The program included the High School Safety Challenge – a marketing competition among high school students. The campaign also included an Employer Safety Pledge – an awareness campaign for employers along the 495 Express Lanes construction corridor to pledge to raise awareness of the dangers of distracted driving in construction zones among their employees. The Employer Safety Pledge also featured an e-Toolkit – a resource that provided employer partners with the education and outreach materials necessary to successfully raise awareness about the dangers of distracted driving. 140 area employers signed the pledge.
The campaign also included four annual research reports. 2011 research showed that 64 percent of Beltway drivers changed their use of cell phones in construction zones by either not texting or not talking on the phone.
The 95 Express Lanes Orange Cones. No Phones. campaign was based on the successful 495 Express Lanes distracted driving awareness campaign. The campaign began in 2013 and focused on increasing awareness of the dangers of distracted driving in construction zones and ran throughout the duration of project construction, which was completed in December 2014.
The campaign included two annual research reports. According to the May 2014 report, based on a survey of 1,023 drivers who live in Northern Virginia and frequently travel the 95 Express Lanes project corridor, the number of distracted drivers on I-95 who have had a traffic incident or near-miss as a result of their behavior has increased from 24 percent in 2013 to 31 percent in 2014. The report also found that 61 percent of cell phone users who travel the I-95 corridor said they had positively changed their mobile device habits while driving through the 95 Express Lanes construction zone.
The 95 Express Lanes Orange Cones. No Phones. campaign was recognized by the American Road and Transportation Builders Association for the 2014 Roadway Work Zone Safety Awareness Award.
- 2014 Distracted Driving on I-95 in Northern Virginia Report
- 2014 Distracted Driving on I-95 in Northern Virginia Press Release
- Photos from 2014 Orange Cones. No Phones. Press Event
- 2013 Distracted Driving on I-95 in Northern Virginia Report
- 2013 Distracted Driving on I-95 in Northern Virginia Press Release
- 2013 Distracted Driving on I-95 in Northern Virginia Fact Sheet
- 2012 Distracted Driving in Construction Zones Report
- 2012 Orange Cones. No Phones. Press Release
- 2012 Orange Cones. No Phones. Fact Sheet
- 2011 Distracted Driving on the Capital Beltway Report
- 2011 Orange Cones. No Phones. Press Release
- National E-Toolkit Launch Press Release
- Employer Safety Pledge Press Release
- 2010 Distracted Driving on the
Capital Beltway Report
- 2010 Orange Cones. No Phones. Fact Sheet
- 2010 Orange Cones. No Phones. Press Release
Snapshot of Orange Cones. No Phones.
- On-road signage in the construction zone
- Press conferences to launch two initiatives
- Major media coverage
- An employer challenge from Virginia's Secretary of Transportation
- Email campaigns to the region's businesses
- A high school program including a marketing competition and informative assemblies
- Online advertising
- Online toolkit with materials to fight distracted driving
In the News
- Distracted Driving Warnings Amid I-95 Construction – ABC 7
- Officials Try to Keep Road Workers Safe From Distracted Drivers – NBC 4
- Va. Transportation Secretary: Distracted Driving a 'Major Problem' – WTOP
- State Launches 'Orange Cones, No Phones' Initiative for Express Lanes – InsideNova
- I-95 Work Zone Highlights Campaign Against Distracted Driving – The Washington Post
- Majority of Va. Drivers Drive Distracted on I-95, or Observe it – WTOP
- 'Orange Cones. No Phones': Safety Officials Focus on Phones in Work Zones – The Washington Post
- Enforcing Distracted Driving Rules – 'Orange Cones, No Phones' Campaign Recognizes Law Enforcement – Connection Newspapers
- Study Shows Decrease in Distracted Driving on Beltway - The Washington Post
- Fewer Talk and Text While Driving, Survey Says - WTOP
- Car Shouldn't Be Your Office - The Washington Post
- On Beltway, More Give in to Texting Urge - The Washington Post
- Employers Urge Phone-Free Driving - Free Lance-Star
- Orange Cones, No Phones: Texting Crackdown on Beltway Work Zones - NBC 4
- Half of Beltway Drivers Distracted by Cell Phones - Virginia Business
- Tackling the New Scourge of Road Safety: Texting - The Washington Post