General & Pennsylvania State Messaging 
How to Use This Playbook 

This social media playbook supports work zone safety efforts led by the Federal 

Motor Carrier Safety Administration (FMCSA). It includes specifc content and 

assets, along with publishing instructions, that address drivers about practicing 

safe driving, especially in and around work zones. The content in this playbook is 

designed for easy posting and seamless integration into your current social media 

strategy. 

Work Zone Safety • Social Media Playbook page 2 of 11 

 
Work Zone Safety • Social Media Playbook

 

 

 

 

 

 

 

 

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Table of Contents 

Initiative Overview ..........................................................................4 

f Work Zone Safety Summary 4 

f Publishing Strategy 4 

Social Media Content ......................................................................5 

f Content Organization 6 

f Post Examples 6 

f Sizes Available 7 

f General Market Content - English 8 

f General Market Content - Spanish 9 

f Pennsylvania Market Content - English 10 

FMCSA Contact...............................................................................11 
Work Zone Safety • Social Media Playbook

Initiative Overview 

Work Zone Safety Summary 

Work zones present unique challenges for large trucks and buses like narrow 

lanes, sudden stops, traffc pattern shifts, and uneven road surfaces. In addition to 

the unique conditions presented by these areas, large trucks and buses also deal 

with large blind spots, long stopping distances, and size constraints, which makes 

maneuvering large trucks and buses in work zones particularly challenging. 

On average, large trucks are overrepresented in work zone crashes—over 33% 

of fatal crashes in 2019 involved CMVs (Source: National Work Zone Safety 

Information Clearinghouse). CMV drivers need to take precautions when driving 

through these areas and passenger vehicles should be mindful of these challenges 

for large trucks and buses. 

The goal of this initiative is to inform drivers—both CMV drivers and other 

motorists—of how to share the road safely in work zones as they travel across the 

country. 

Publishing Strategy 

Work zone safety messaging can be posted at any time of the year. However, the 

summer months often present an uptick in road construction work, making it all the 

more important to post during these times. 

Below are relevant hashtags to use when posting about work zone safety: 

f #WorkZoneSafety

f #OurRoads

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Work Zone Safety • Social Media Playbook

Social Media Content 

This section contains shareable social media content to help spread the word 

about work zone safety. There are three different graphics that can be used with 

any message to help spread awareness on work zone safety. Suggested posts are 

provided on pages 8-13 that you can use or use as inspiration when sharing the 

graphics on your own social media channels. 

The following pages provide additional graphics and post examples in a variety of 

sizes for the campaign. Be sure to consider which social media platform your target 

audience typically uses when choosing the graphics and post content. Also, take 

into consideration that most people use mobile phones when checking their social 

media accounts. The graphics in this playbook are optimized for mobile platforms. 

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Work Zone Safety • Social Media Playbook

Content Organization 

The social media content is organized into sections based on language. 

f General Market English – Pg. 8

f General Market Spanish – Pg. 9

f Pennsylvania Specifc English – Pg. 10

Post Examples 

Here are examples of how posts should look when published. 

Facebook 

1 Downloaded graphic from FMCSA’s 

2 Suggested copy from 

this playbook. 

Our Roads, Our Safety website. 

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Work Zone Safety • Social Media Playbook

Sizes Available 

Social media graphic sizes vary across the ever-changing social media platforms. In this 

playbook we included two different sizes based on suggested industry standards and 

best practices. All graphics are available on FMCSA’s Our Roads, Our Safety website. 

Facebook/Instagram Posts 

1200x1200 (square) 

Twitter Posts 

1200x675 (rectangle) 

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Work Zone Safety • Social Media Playbook

General Market Posts (English) 

STEP

1 Download graphics. 

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website. 

STEP

2 Combine with suggested copy below 

or feel free to draft your own. 

Copy/paste one of the suggested posts below. 

Sizes Available: 

Facebook/Instagram Posts 

1200x1200 

Twitter Posts 

1200x675 

 Work zones present challenges for all drivers, 

particularly CMV drivers. When traveling through 

work zones, reduce your speed, pay close 

attention to signs and signals, and always be 

prepared to stop. It’s everyone’s responsibility to 

share the roads! #WorkZoneSafety #OurRoads 

 GPS apps and similar resources can help you 

be aware of upcoming work zones before 

you hit the road. When possible, research 

your route ahead of time and use detours or 

alternative roads to avoid these areas if needed. 

#WorkZoneSafety #OurRoads 

 When driving a large truck through a work zone, 

be aware of passenger vehicle drivers who may 

not know the challenges you face maneuvering 

a large vehicle. Exercise caution and share 

the road safely. Learn more tips: https://bit. 

ly/3rFbTvY #WorkZoneSafety #OurRoads 

 If you need to stop or slow down in a work zone, 

it’s important to use your emergency fashers 

to alert drivers behind you. Do your part and 

share the road safely. Learn more tips: https://bit. 

ly/3rFbTvY #WorkZoneSafety #OurRoads 

 As you approach lane closures, check your 

blind spots and move into the open lane as 

soon as possible. Share the road safely in work 

zones. Learn more tips: https://bit.ly/3rFbTvY 

#WorkZoneSafety #OurRoads 

 Help prevent rear-end crashes in work zones by 

obeying all speed limits, avoiding distractions, and 

maintaining extra space between your CMV and 

the vehicle in front of you. Learn more tips: https:// 

bit.ly/3rFbTvY #WorkZoneSafety #OurRoads 

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Work Zone Safety • Social Media Playbook

General Market Posts (Spanish) 

STEP

Download graphics. 

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website. 

1 

STEP

Combine with suggested copy below 

or feel free to draft your own. 

Copy/paste one of the suggested posts below. 

Do not copy red text.*

2 

*It is not necessarily a direct translation but for reference only. 

Sizes Available: 

Facebook/Instagram Posts 

1200x1200 

Twitter Posts 

1200x675 

 Las zonas de construcción son un desafío para 

todos y más para vehículos comerciales. Al viajar 

por zonas de construcción, baje la velocidad, 

preste atención a los rótulos y esté preparado para 

detenerse. ¡Seamos responsables al compartir las 

vías! #WorkZoneSafety #OurRoads 

Translation: Work zones present challenges for all 

drivers, particularly CMV drivers. When traveling 

through work zones, reduce your speed, pay close 

attention to signs and signals, and always be 

prepared to stop. It’s everyone’s responsibility to 

share the roads! #WorkZoneSafety #OurRoads 

 Las aplicaciones de GPS y recursos similares 

le pueden ayudar a estar al tanto de las zonas 

de construcción. De ser posible, investigue 

su ruta con anticipación y use desvíos o vías 

alternas para evitar estas áreas si es necesario. 

#WorkZoneSafety #OurRoads 

Translation: GPS apps and similar resources can 

help you be aware of upcoming work zones before 

you hit the road. When possible, research your route 

ahead of time and use detours or alternative roads 

to avoid these areas if needed. #WorkZoneSafety 

#OurRoads 

 Al conducir un camión grande por una zona de 

construcción, los conductores de vehículos de 

pasajeros pueden desconocer los desafíos de 

maniobrar un vehículo grande. Tenga cuidado y 

comparta la vía de forma segura. Más consejos: 

https://bit.ly/3rFbTvY #WorkZoneSafety 

#OurRoads 

Translation: When driving a large truck through a 

work zone, be aware of passenger vehicle drivers 

who may not know the challenges you face 

maneuvering a large vehicle. Exercise caution and 

share the road safely. Learn more tips: https://bit. 

ly/3rFbTvY #WorkZoneSafety #OurRoads 

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Work Zone Safety • Social Media Playbook

Pennsylvania Market Posts (English) 

STEP

1 Download graphics. 

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website. 

STEP

2 Combine with suggested copy below 

or feel free to draft your own. 

Copy/paste one of the suggested posts below. 

Sizes Available: 

Facebook/Instagram Posts 

1200x1200 

Twitter Posts 

1200x675 

 As you travel along Pennsylvania’s busiest 

roadways, stay alert and watch for work zones. 

Look for signs and signals, reduce your speed, 

and carefully maneuver around other vehicles. 

#WorkZoneSafety 

 Pennsylvania has many active work zones 

across the state. Obey all speed limits, avoid 

distractions, and maintain extra space between 

your vehicle and others to keep these areas 

safe for all. #WorkZoneSafety 

 Pennsylvania has many fatal crashes 

involving CMVs in work zones. It’s everyone’s 

responsibility to share the road safely—slow 

down and be prepared to stop to help reduce 

these crashes and protect all drivers, including 

yourself. #WorkZoneSafety 

 Pennsylvania saw 6 work zone crashes involving 

a CMV in 2019, resulting in 6 fatalities. Prevent 

further crashes and deaths by slowing down, 

avoiding distractions and following all traffc 

laws. #WorkZoneSafety 

 In 2019, 38% of work zone fatalities in 

Pennsylvania involved a CMV driver. In fact, 

from 2012 to 2017, Pennsylvania had 38 work 

zone fatalities involving a CMV, placing the 

state consistently in the top 10 for work zone 

fatalities. 

Data in these social media messages are sourced from a combination

of the following: 

• The National Highway Traffc Safety Administration’s (NHTSA)

Fatality Analysis Reporting System (FARS)

• The Pennsylvania Department of Transportation (PennDOT)

• The National Work Zone Safety Clearinghouse (Pennsylvania)

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Work Zone Safety • Social Media Playbook

FMCSA Contact 

If you have questions about FMCSA’s work zone safety efforts, please contact 

Kirsten Radewagen, kirsten.radewagen@dot.gov. 

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