WisDOT introduced a new billboard meant to raise awareness for work zone safety along the I-41 corridor. September 23, 2025. PC: Fox 11 Online
APPLETON, WI (WTAQ-WLUK) — With over 10,000 work zone crashes in the past five years, the Wisconsin Department of Transportation is coming up with new ways to increase safety.
“I’m hoping that somebody sees it and they say, ‘Hey, I’ve got a family that I want to go home to at the end of the night, and I really would like to see these guys go home too,'” said DOT worker Robert Ritter, who is featured on a billboard off I-41, along with his family.
The DOT hopes this billboard sends a message to drivers to help keep workers safe in construction zones along the highway.
“In the 17 years, I have witnessed quite a few accidents. Some co-workers, some distant relatives,” Ritter said.
“They’re really people. It’s their lives, it’s their stories at stake,” said Lane Kimble with Wisconsin Transportation Builders Association, who helped put the billboard up. “Please think of Bob and his family and all the workers out there every time you get behind the wheel, before you jump in the car.”
The billboard is part of the DOT’s campaign to keep its workers safe on busy highways, with a yearly average of 2,100 crashes in work zones.
“Work zone safety is not optional. It’s life or death,” explained Northeast Region Director Tom Buchholz. “In front of me are 10 cones representing the 10 lives lost in Wisconsin work zones in 2024. Each ribbon stands for a parent, a spouse, a friend or a co-worker who never made it home.”
Lieutenant Luke Newman with Wisconsin State Patrol joined DOT officials to share tips on how drivers can stay vigilant on the roads as construction season approaches its end.
“Please slow down and plan ahead. Make time for possible construction delays. Use the 511 app or online to get real time traffic updates to plan accordingly. Stay alert and avoid distractions. Put your phone down,” Newman said.
The next time you catch Ritter’s billboard on I-41, remember to keep your eyes on the road and help everyone stay safe.
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