@wsdot
Instagram · Quick Hit
@wsdot For our crews, a day on the road means working just inches from passing traffic. For someone at home, it means waiting for them to walk through the door. They’re not just workers — they’re parents, partners and someone’s best friend. Too often, they’re forced to jump out of the way of speeding or distracted drivers. Work zone crashes are preventable. Slow down in work zones. Stay alert. Give crews space. Be kind and help them get home safely. 🧡
Performance
Video #25538 · Quick Hit
[01]
The video presents a montage of dogs eagerly waiting for and joyfully greeting their owners, who are road workers, upon their return home. Through a series of text overlays and emotional music, it reframes the frustration of traffic delays by humanizing the workers, reminding viewers that these individuals are loved and have someone waiting for them, and urging drivers to be kind and safe in work zones.
[02]
[03]
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184.6K58.1×Dog daycare arrival time list@nicosdoggydaycare · Rapid Fire Listicle[04]
[05]
What stops the scroll in the first 3 seconds
Title hook · 75%
Just a reminder that the road worker you wanted to curse at for making you late...
Visual hook · 25%
A black dog excitedly pacing and jumping in front of a vibrant red door, creating immediate visual interest through movement and color contrast.
[06]
Steal this for your own video
Just a reminder that the has waiting for them...
[07]
The promise the opener makes, and how the video pays it back
Hook
Introduce a common, relatable point of frustration, framing a specific type of person as the source of the inconvenience.
Payoff
Deliver a direct call to action that encourages a specific, positive behavior toward the subject, leveraging the newly created empathy.
[08]
The structural pattern this video runs on
Framework
The Empathy Reframe
To take a commonly perceived negative or anonymous figure/situation and reveal the deeply personal, emotional reality behind it, thereby shifting the viewer's perspective from annoyance to empathy and prompting a change in behavior.
The Anticipation Build
Show a scene of intense, loving anticipation from the perspective of someone (or a pet) who deeply cares about the subject of the initial grievance. This builds emotional investment and suspense.
The Humanizing Reveal
The subject of the grievance arrives and is met with an overwhelming display of love and affection, instantly reframing them from an anonymous inconvenience to a cherished individual.
The Montage of Proof
Show a rapid sequence of similar scenarios to demonstrate that this emotional reality is a universal truth, not an isolated case, broadening the impact of the message.
For our crews, a day on the road means working just inches from passing traffic. For someone at home, it means waiting for them to walk through the door. They’re not just workers — they’re parents, partners and someone’s best friend. Too often, they’re forced to jump out of the way of speeding or distracted drivers. Work zone crashes are preventable. Slow down in work zones. Stay alert. Give crews space. Be kind and help them get home safely. 🧡
title · beginning
Just a reminder that the road worker you wanted to curse at for making you late...
informational · middle
is someone else's entire world 🧡
call-to-action · middle
Be kind and help them get home safely
informational · end
So they can get back to the ones who depend on them most
And I will wait. I will wait for you. And I will wait. I will wait for you.