Madison, Wis., Aug. 19, 2026—With safety a top priority for Madison Gas and Electric (MGE), your community energy company recently launched a roadside safety awareness campaign. The campaign, launched on Madison-area radio stations and on MGE’s social media channels, urges drivers to help protect utility and other roadside workers by slowing down, staying alert and moving over when traveling.
“Every day, utility crews, first responders, construction workers and others work near moving vehicles to serve our communities. We’ve seen tragic incidents in Wisconsin this year that remind us how dangerous that work can be,” said Nick Robinson, MGE Director of Safety. “As your community energy company, we hope this campaign reminds drivers to help protect roadside workers – by slowing down, staying alert and moving over when possible to give crews room to work.”
Roadside Safety Reminders:
Slow down
Stay alert
Move over
Put phones away
Roadside safety is a shared responsibility, and drivers can help prevent serious injuries and save lives.
The radio and digital ads were developed to complement one another. The radio spots reach drivers in the moment—while they’re out driving on the roads—while the digital videos reinforce the message through visual storytelling. Together, the campaign helps customers see, hear and remember the importance of protecting roadside crews by staying alert and slowing down when workers are present.
According to the Wisconsin Department of Transportation:
- More than 2,000 crashes were recorded in Wisconsin work zones in 2025. These crashes resulted in seven deaths and more than 600 injuries.
- Since 2019, there have been seven worker deaths in Wisconsin work zone crashes.
Campaign runs through end of September
Listeners will hear the 30-second radio ad through the end of September on various Madison-area radio stations. The digital ads will run on Facebook, Instagram and YouTube.
About MGE
MGE generates and distributes electricity to 170,000 customers in Dane County, Wis., and purchases and distributes natural gas to 180,000 customers in seven south-central and western Wisconsin counties. MGE’s parent company is MGE Energy, Inc. The company’s roots in the Madison area date back more than 150 years.
