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News Release: Avoid Becoming a ʻSpeeding Loserʼ this Road Construction Season

  • May 28, 2015

Avoid Becoming a ʻSpeeding Loserʼ this Road Construction Season

PIRCS highlights the true costs associated with speeding through construction sites

(May 28, 2015 // Edmonton, AB) – Imagine spending your “epic” summer vacation sitting in your plastic kiddie pool in the backyard, while your Mom makes you a bologna sandwich because you can no longer afford to travel after paying your road construction zone speeding fine. Sitting in your backyard pool while dreaming of the surf and sand, you probably feel like you’ve not only lost your money, but also your cool.

The Partners in Road Construction Safety (PIRCS) today launched their 2015 campaign targeted to ‘speeding losers’ to make drivers think about the true costs associated with speeding through road construction sites. PIRCS wants to help drivers avoid losing their money, and their cool, this road construction season, while also protecting their workers.

The campaign encourages drivers to avoid becoming a ‘speeding loser’, and takes a more humourous approach to engage drivers compared to prior years. Data collected in 2014 from radar guns located in road construction sites in five major markets across the province shows compliance is still an ongoing issue. Approximately 64 per cent of the vehicles captured by the radar guns exceeded posted speed limits. This data confirms non-compliance is an ongoing issue, and PIRCS says a new approach is necessary to not only show the negative impact speeding can have to road construction workers and equipment, but also to an individual’s bank balance.

“We know people are still ripping through construction zones across Alberta, and our focus this year is to show drivers that there are several reasons why speeding makes them ‘losers’,” said Heidi Harris-Jensen, Chair of Partners in Road Construction Safety. “The first loss is financial—paying a fine has an impact on a person’s wallet. Whether a person has to pay for a fine they’ve received, or pay to fix a damaged vehicle or equipment, it is a cost that is unnecessary and preventable. The second loss is demerits to your driver’s record. The third, and most important loss is life—our primary goal is to protect the lives of our road construction workers. We want to remind people that being compliant with posted speed limits significantly reduces hazards to our workers, and ensures they get to go home each night.”

With increased fines in road construction zones enacted earlier this year by the Government of Alberta, which now range from $156 to $949, PIRCS’ goal is to support the awareness of the true costs of speeding.

A number of construction safety partners gathered on May 28 at a construction site in Edmonton to unveil the 2015 campaign, which featured ‘speeding loser’ stations to visually represent what drivers will be losing out on when they get a costly road construction site speeding fine.

PIRCS will continue to collect data at new construction zones across the province this season, which will be reported in real-time on the PIRCS website. This will display how many drivers are not compliant, which regions compliance is lowest, and how many kilometres over the speed limits drivers are going.

Since its creation, PIRCS has spent more than $4 million to promote construction zone safety through radio and television advertising, billboards and signage in construction zones, featuring the well-known “Don’t RIP Through Construction Zones” slogan.



The Partners in Road Construction Safety was formed in 2003 to reduce collisions in road construction zones and improve driver attitudes towards road and utility workers. PIRCS partners include Alberta Transportation, the Alberta Construction Safety Association, the City of Edmonton, the Alberta Roadbuilders and Heavy Construction Association, City of St. Albert, Strathcona County, EPCOR, Edmonton Police Service, City of Calgary, Calgary Police Service, 511 Alberta, and Alberta Jobs, Skills, Training and Labour.


Up-to-date road reports, including construction information and traffic delays, is a click or a phone call away (5-1-1 tollfree). Visit 511.alberta.ca or follow on Twitter @511Alberta to get on the road to safer travel.

Media Contact:

Natalie Harper

Phone: 780-909-2281

Email: natalie@harperpr.com

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