General & Florida 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 specific 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 14
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 Florida Market Content - English 11

f Florida Market Content - Spanish 12

FMCSA Contact...............................................................................14

Work Zone Safety • Social Media Playbook page 3 of 14
Initiative Overview

Work Zone Safety Summary 

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

lanes, sudden stops, traffic 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

Work Zone Safety • Social Media Playbook page 4 of 14
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. 

Work Zone Safety • Social Media Playbook page 5 of 14
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 Florida Specific English – Pg. 11

f Florida Specific Spanish – Pg. 12

Post Examples

Here are examples of how posts should look when published. 

Facebook

1 Downloaded graphic from FMCSA’s 

Our Roads, Our Safety website.

2 Suggested copy from 

this playbook.

Work Zone Safety • Social Media Playbook page 6 of 14
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)

Work Zone Safety • Social Media Playbook page 7 of 14
General Market Posts (English)

STEP

1 Download graphics.

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website.

Sizes Available:

Facebook/Instagram Posts

1200x1200

Twitter Posts

1200x675 

STEP

2 Combine with suggested copy below 

or feel free to draft your own.

Copy/paste one of the suggested posts below.

 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 flashers 

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

Work Zone Safety • Social Media Playbook page 8 of 14
General Market Posts (Spanish)

STEP

1 Download graphics.

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website.

Sizes Available:

Facebook/Instagram Posts

1200x1200

Twitter Posts

1200x675 

STEP

2 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.*

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

 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

Work Zone Safety • Social Media Playbook page 9 of 14
General Market Posts Continued (Spanish)

STEP

1 Download graphics.

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website.

Sizes Available:

Facebook/Instagram Posts

1200x1200

Twitter Posts

1200x675 

STEP

2 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.*

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

 Si debe detenerse o reducir la velocidad en una 

zona de construcción, use las luces intermitentes 

de emergencia para alertar a los conductores 

detrás de usted. Haga su parte y comparta la vía de 

forma segura. Más consejos: https://bit.ly/3rFbTvY

#WorkZoneSafety #OurRoads

Translation: If you need to stop or slow down in a 

work zone, it’s important to use your emergency 

flashers to alert drivers behind you. Do your part and 

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

ly/3rFbTvY #WorkZoneSafety #OurRoads

 Al acercarse a los cierres de carriles, verifique 

los puntos ciegos y pase al carril abierto lo antes 

posible. Comparta la vía de forma segura en las 

zonas de construcción. Más consejos: https://bit.

ly/3rFbTvY #WorkZoneSafety #OurRoads

Translation: 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

 Ayude a prevenir choques traseros en las zonas de 

construcción y obedezca los límites de velocidad, 

evite distracciones y mantenga suficiente espacio 

entre su vehículo comercial y el vehículo que 

está delante. Más consejos: https://bit.ly/3rFbTvY

#WorkZoneSafety #OurRoads

Translation: 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 

Work Zone Safety • Social Media Playbook page 10 of 14
Florida Market Posts (English)

STEP

1 Download graphics.

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website.

Sizes Available:

Facebook/Instagram Posts

1200x1200

Twitter Posts

1200x675 

Data in these social media messages are sourced from a 

combination of the following:

• The National Highway Traffic Safety Administration’s 

(NHTSA) Fatality Analysis Reporting System (FARS)

• The Florida Department of Transportation (FDOT)

• The National Work Zone Safety Clearinghouse (Florida)

STEP

2 Combine with suggested copy below 

or feel free to draft your own.

Copy/paste one of the suggested posts below.

 With a robust logistics infrastructure, Florida 

welcomes millions to travel throughout the 

state annually and interact with work zones 

along the way. Stay alert, give room, and slow 

down as you approach work zones—share the 

road safely. #WorkZoneSafety #OurRoads

 Florida 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 #OurRoads

 Florida ranks 2nd in the country for 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 #OurRoads

 Florida saw 10 work zone crashes involving a 

CMV in 2019, resulting in 12 fatalities. Prevent 

further crashes and deaths by slowing down, 

avoiding distractions, and following all traffic 

laws. #WorkZoneSafety #OurRoads

 Nearly half of fatal work zone crashes involving 

a CMV in Florida occur on interstate roadways. 

As you travel through the state, be prepared to 

stop, reduce your speed, and move into open 

lanes as soon as possible. #WorkZoneSafety 

#OurRoads

Work Zone Safety • Social Media Playbook page 11 of 14
Florida Market Posts (Spanish)

STEP

1 Download graphics.

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website.

Sizes Available:

Facebook/Instagram Posts

1200x1200

Twitter Posts

1200x675 

STEP

2 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.*

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

 Florida recibe a millones de personas que viajan 

por todo el estado anualmente y pasan por zonas 

de construcción. Manténgase alerta, deje espacio 

y baje la velocidad al acercarse a las zonas de 

construcción; comparta la vía de forma segura. 

#WorkZoneSafety #OurRoads

Translation:With a robust logistics infrastructure, 

Florida welcomes millions to travel throughout the 

state annually and interact with work zones along 

the way. Stay alert, give room, and slow down as 

you approach work zones—share the road safely. 

#WorkZoneSafety #OurRoads

 Florida tiene casi 500 zonas de construcción 

activas en todo el estado. Obedezca todos 

los límites de velocidad, evite distracciones y 

mantenga un espacio adicional entre su vehículo y 

los demás para que estas áreas sean seguras para 

todos. #WorkZoneSafety #OurRoads

Translation: Florida has nearly 500 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 #OurRoads

 Florida ocupa el segundo lugar en el país por 

accidentes fatales que involucran vehículos 

comerciales en zonas de construcción. Todos 

deben compartir la vía de forma segura: reduzca la 

velocidad para evitar los choques y proteger a otros 

conductores. #WorkZoneSafety #OurRoads

Translation: Florida ranks 2nd in the country for 

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 #OurRoads

Work Zone Safety • Social Media Playbook page 12 of 14
Florida Market Posts Continued (Spanish)

STEP

1 Download graphics.

Download one of the three social graphics at 

FMCSA’s: Our Roads, Our Safety website.

Sizes Available:

Facebook/Instagram Posts

1200x1200

Twitter Posts

1200x675 

STEP

2 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.*

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

 Florida tuvo 10 choques en zonas de construcción 

involucrando vehículos comérciales en el 

2019, provocando 12 muertes. Evite más 

choques y muertes-reduzca la velocidad, evite 

distracciones y respete todas las leyes de tránsito. 

#WorkZoneSafety #OurRoads

Translation: Florida saw 10 work zone crashes 

involving a CMV in 2019, resulting in 12 fatalities. 

Prevent further crashes and deaths by slowing 

down, avoiding distractions, and following all traffic 

laws. #WorkZoneSafety #OurRoads

 Casi la mitad de los accidentes mortales que 

involucran a vehículos comerciales en zonas 

de construcción ocurren en las carreteras 

interestatales de la Florida. Evite más choques 

reduciendo la velocidad y pasándose a carriles 

abiertos cuanto antes. #WorkZoneSafety 

#OurRoads

Translation: Nearly half of fatal work zone crashes 

involving a CMV in Florida occur on interstate 

roadways. As you travel through the state, be 

prepared to stop, reduce your speed, and move into 

open lanes as soon as possible. #WorkZoneSafety 

#OurRoads

Work Zone Safety • Social Media Playbook page 13 of 14
FMCSA Contact

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

Kirsten Radewagen, kirsten.radewagen@dot.gov.

Work Zone Safety • Social Media Playbook page 14 of 14