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Caltrans – SR-74 Safety Improvement Project
SITUATION
Initially built as a scenic drive into Orange County, State Route 74 (Ortega Highway) turned into a dangerous commuting corridor with increased growth in the Inland Empire. The two-lane road was not built to withstand daily commuters and as a result, the lack of guardrails and concrete barriers became a major safety concern. To address this issue, a 3.3-mile stretch of SR-74 was redesigned to improve safety and Westbound was selected by Caltrans to lead public outreach efforts.
IMPLEMENTATION
Opposition was at an all-time high leading up to construction. Local elected officials, business owners and residents strongly opposed the project as it would cut off access between Orange and Riverside counties on a nightly basis for three full years. Westbound was tasked with informing audiences that the safety project was a necessity. Westbound created a public awareness campaign that successfully communicated the safety message.
RESULTS
Efforts resulted in positive rapport with target audiences that led to support of the project. The public was encouraged to become the eyes and ears on the project, immediately alerting us to issues so they could be addressed quickly. More than 90 meetings in Riverside and Orange counties were held, 7,000 information materials distributed to parents via schools, and more than 16.5 million impressions secured through earned media. Furthermore, we developed a local National Work Zone Safety Awareness Week initiative, which resulted in the distribution of 3,000 safety handouts created for the campaign, 2,000 safety emails reaching government agencies, elected officials, merchants, residents and motorists, and a highway safety message sign created and viewed by more than 10,000 motorists daily through the project work zone.
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