Opportunity
For more than a decade, Yes& has partnered with FMCSA to help keep and make America’s highways safe. Roadway safety isn't about educating truck and bus drivers alone — it’s also about helping everyday drivers see how differently they move. A compressed six-month extension became our chance to reach both audiences with messaging built to shift behavior, not just awareness.
Insight:
Commercial motor vehicle (CMV) and passenger vehicle drivers alike share the responsibility of keeping our roads safe, which is why reinforcing safe driving practices among CMV operators while increasing public awareness of trucks’ and buses’ unique operating characteristics is essential to protecting everyone who uses the roadway.
Solution
As prime contractor under two consecutive five-year blanket purchase agreements, Yes& led FMCSA’s Our Roads, Our Safety® campaign with audience-specific messaging for CMV drivers, passenger vehicle drivers, and stakeholders alike. We wove paid media strategy, stakeholder engagement, event branding, and social content into one connected system — continuously sharpening performance to make every dollar of a condensed six-month timeline work harder.
The Results
During a six-month contract extension, our paid media plan for the Our Roads, Our Safety® campaign reached drivers nationwide and across 14 high-risk crash-corridor states. In a single four-week flight (May–June 2025), the campaign generated 39.8 million impressions, with terrestrial audio driving 89% of that reach and social channels driving more than half of all clicks to the campaign website. Companion campaigns for National Work Zone Awareness Week and Distracted Driving Awareness Month added millions more impressions and thousands of toolkit downloads — extending a partnership that's generated more than 2.5 billion impressions & counting since Our Roads, Our Safety® launched in 2016.
40M+
impressions in a single four-week paid media flight.
56%
of all clicks to the website were driven by social media content.
2.5B+
impressions generated since the campaign launched in 2016.
