Each year, because of all of the construction throughout the city, more and more road workers for The City of Calgary were getting injured by frustrated drivers speeding through construction zones.
The City of Calgary wanted an effective road side campaign that would slow down drivers while going through construction zones. A similar campaign had been started in the United States that utilized an orange construction sign that featured child-like type, complete with backward "Rs". We wanted something stronger.
So I got to develop a campaign that made people aware that the City workers were like everyone else, and that they too had family to go home to. This effective campaign ran for over two years.