Skanksa is taking to the airwaves in its fight to raise awareness among the public about driving safely through road works.
For the next fortnight Skanksa will be broadcasting its hard-hitting road safety message across the south west on Heart Radio.
The 30-second spot tells the tale of a construction worker who was “stacking cones on the back of a truck” at 4am, when he was killed by a lorry driver who “had fallen asleep”.
The dialogue points out he is not some anonymous worker – He is David, a brother, nephew, son, husband, and, finally, “my daddy”.
The advert concludes with a warning to “take extra care and help to keep our roadworkers safe”.