Caltrans ”Slow for the Cone Zone” Goes ”Slow Mo” on the Web
Beginning May 21, teen and young adult drivers from all over California will have the chance to participate in Caltrans’ Slow for the Cone Zone’s first Online Entertainment Community, Slow Mo Films. Similar to an online social networking community – think Facebook and MySpace — Slow Mo Films is specifically focused on entertaining teens and young adults, while helping to educate them about the importance of driver safety.
Caltrans is launching Slow Mo Films, as part of its 2008 Slow for the Cone Zone public education campaign efforts. The promotional element was designed to engage young adult drivers and promote the message that “slower is better” in and around highway work zones. This is a pioneer effort for Caltrans, and a first for a California state agency, many of which often rely upon much more traditional advertising like radio and billboard campaigns to promote their messages. Caltrans, however, realizes the importance of reaching young audiences and decided to break the mold and take a much more creative and innovative approach to its campaign efforts.
“This is an exciting opportunity for everyone involved,” said Caltrans Communications Director Mark DeSio. “It’s the first time we’ve tried to reach young drivers through such an innovative method and we think they’ll respond well. Hopefully this Online Entertainment Community will provide a fun, creative outlet for them while reminding them to slow down when driving. It’s important and educational for Caltrans to hear what young drivers think about safety, and it will be fun for us to see what they post to Slow Mo Films as part of this great new campaign.”
As part of its launch, Slow Mo Films will hold a video contest, sponsored by Clear Channel Media, in which young drivers are asked to post a 15-second slow motion film — one that highlights something that looks exceptionally interesting and cool in slow motion — on the Web site, where judges will select the top 10 most creative films. Videos can be watched and uploaded during the months of May through July and, during the month of August, visitors to the www.SlowMoFilms.com Web site will be able to vote for their favorite video to make it the winner.
Site visitors can expect some fun, entertaining and unique entries. Film subjects are at the creative disposal of the filmmakers, which gives young drivers the opportunity to really use some artistic freedom and create what they think their friends will want to see, and what will help them win. What’s better, they’ll be promoting driving safety and awareness to their peers, an even more important aspect of the campaign, especially since many high schools are no longer able to offer driver safety information to their students.
Clear Channel Media, as the contest sponsor, will award prizes including $500, $1,500 and $2,500 in cash, a Nintendo Wii, and an Apple iPhone to three creative winners and two lucky voters. With these prizes, the potential for a little fame and a YouTube-style approach, this contest is clearly an innovative step that will allow Slow for the Cone Zone safety messages to reach young drivers statewide. Caltrans is not a sponsor of the contest, nor are any state funds involved.
Slow for the Cone Zone is designed to help save the lives of drivers and workers on California highways. Because nearly 85 percent of work zone fatalities are driver deaths, the Slow Mo Films Online Entertainment Community will alert young drivers to always be aware and slow down in work zones to protect their own lives.
Funding for the Slow for the Cone Zone public education program was provided by a grant from the California Office of Traffic Safety, through the National Highway Traffic Safety Administration.