General & California 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 11
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 California Market Content - English 10

FMCSA Contact ...............................................................................11

Work Zone Safety • Social Media Playbook page 3 of 11
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 11
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 8-10 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 11
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 California Specific English – Pg. 10

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 11
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 11
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.

Sizes Available:

Facebook/Instagram Posts

1200x1200

Twitter Posts

1200x675 

STEP

Combine with suggested copy below 2 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

page 8 of 11
Work Zone Safety • Social Media Playbook

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

page 9 of 11
Work Zone Safety • Social Media Playbook

California 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 the 

National Work Zone Safety Clearinghouse

STEP

Combine with suggested copy below 2 or feel free to draft your own.

Copy/paste one of the suggested posts below.

 As drivers travel hundreds of thousands of 

miles of California roadways every day, they will 

likely interact with work zones along the way. 

Stay alert, give room, and slow down as you 

approach work zones—share the road safely. 

#WorkZoneSafety

 California 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

 California ranks in the top half of states 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

 California saw 13 fatal work zone crashes 

involving a CMV in 2020, resulting in 15 fatalities. 

Prevent further crashes and deaths by slowing

down, avoiding distractions and following all 

traffic laws. #WorkZoneSafety

 As you travel through California’s extensive 

roadway system, stay alert and watch for active 

work zones. Look for signs and signals, reduce 

your speed, and carefully maneuver around 

other vehicles. #WorkZoneSafety

page 10 of 11
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 11 of 11