The 'Slow Down! My Family Works Here' initiative has been launched council's highway contractor Amey and is supported by police and the borough.
The highway firm's account director David Ogden said the highest risk of injury or death to its workforce in the Royal Borough is from traffic passing its sites too fast or without due care.
"All our operatives wear bright yellow when out on site, but it’s not always enough to keep them safe," he said.
"You would be amazed at how many people drive recklessly past road works, even driving into coned areas where our people are at work."
He added: "We’re hoping that showing our workers with family members will encourage drivers to be more aware and simply slow down.
"No one wants to be the reason someone’s parent doesn’t come home from work at the end of the day."
Recording and addressing the problem is part of the company’s own internal Target Zero campaign, which aims to achieve zero harm to employees and members of the public.
Thames Valley Police road safety officer PC Dawn Seston said: "Roadworks inevitably create delays in the short-term but people just need to be patient.
"We will follow up on reports of poor or dangerous driving from the workers and take positive action where there is evidence of unnecessary risk being caused to anyone."
Top Ten Articles
The crash, which took place at about 7am today (Thursday), involved three vehicles. One man sadly died as a result of the collision and his next of kin have been informed.