Distracted driving is a huge issue in our society. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Cramer, Mayer and Ryan (2007)
). found that the young men and women in their studys sample did not respond to the public service announcement they viewed in the same manner. Distracted Driving Summary Fact Sheet pdf icon[PDF 660 KB]. Laurie Hevier St. Paul, MinnesotaWATCH: http://www.youtube.com/watch?v=_pHBWyUQxx4On April 15, 2009, 58-year-old Julie Davis set off for a hike with her best friend in Rudolph, Wisconsin. Por favor escolha a sua regio
The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. Using an app. In other words, if an individual does not perceive the behavior depicted in a PSA to be dangerous or relevant to him/herself, the advertising message might be lost on that person. ). Cady was rushed to the hospital with critical injuries and died the next day. Tanner, Hunt and Eppright (1991)
& Manchanda, 2003: p. 268, Lewis, Watson, Tay, & White, 2007: p. 213, Hastings, Stead, & Webb, 2004: pp. Lewis, Watson, Tay, & White, 2007
Approximately 15 percent of all motor vehicle . ;
claim that threatening advertisements have been widely used in the social marketing of road safety (p. 48). If a person tries to text or call while they are driving, they don't get any money. One possible reason for this inconsistency is described in
Ricks proposal has the added benefit of dealing with the problem of phantom callsand pointing out how little drivers can be trusted to do whats right in the moment. In an attempt to combat this dangerous practice, various organizations concerned about public safety, such as municipal police departments, the Department of Transportation and even wireless telephone companies, have created advertisements and public service announcements. Safe driving requires maximum attention because there are other users on the road. Distracted driving is dangerous, claiming 3,142 lives in 2020. There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. these results, it does seem as though the PSA evokes the sought after intentions in the sample. Brennan & Binney, 2010
(2019). The issue of distracted driving has been a popular topic in research and the subject of numerous campaigns and laws. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? 1200 New Jersey Avenue, SE Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. Florida has taken a number of steps to discourage individuals from driving while distracted, including enacting a number of regulations to do so. He drove into oncoming traffic, and their vehicle was struck by a tractor-trailer. A Public Service Announcement does have the ability to reduce the number of distracted driving incidents by bringing the population's attention to the issue. Since their son's death, Bob and Eilene Okerblom have become advocates against distracted driving, and Bob is currently biking cross-country to raise awareness. exposed his subjects to PSAs that featured two different messages of self-efficacy as a means of preventing the act of driving drunk and one PSA that solely described the likelihood of being arrested for driving drunk. National Highway Traffic Safety Administration (2011), Lennon, Rentfro, & OLeary, 2010: p. 96, Lennon, Rentfro, & OLeary, 2010: p. 95, Dahl, Frankenberger. There are a few more forms of distracted driving that could cause an accident. Its a deadly trend on American roads, and its getting worse. Lewis, Watson, Tay and White (2007)
The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large (
Johnny Mac & Jeanne Brown Wellman, TexasWATCH: http://www.youtube.com/watch?v=VDKOiMSkLxYOn November 10, 2009, 17-year-old Alex Brown was killed when she crashed her truck on a rural road while she was on her way to school. Inform people, especially teenagers, on the fatal affects the victims and their families have received because of distracted driving. included within the survey asked respondents to rate their emotional response to the PSA. Yet, despite this response, the subjects also reported a higher level of intent to behave in the ways depicted in the ads; this reaction is known as the boomerang effect (
Advances in Journalism and Communication
The PSA ends with the Put it down campaign logo and lists the NHTSA as the sponsor. NHTSA, 2011
Washington, DC 20590855-368-4200. Cookies used to make website functionality more relevant to you. As the NSC points out, drivers53% of thembelieve if manufacturers put infotainment dashboards and hands-free technology in vehicles, they must be safe. Distracted driving isnt just a stupid mistake. ). By clicking Accept All, you consent to the use of ALL the cookies. Lewis, Watson, Tay and White (2007)
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Texting behind the wheel makes you 23 times more likely to crash, and reduces your reaction time by 35% A public service announcement wouldn't effectively reduce the amount of distracted drivers. Also on the theme of documenting real examples of distracted driving, this clip is from an episode of Driver Rehab (it runs almost 10 minutes). NHTSA, 2011
This work is licensed under the Creative Commons Attribution-NonCommercial International License (CC BY-NC). These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. Studying the dataset in SPSS led to some conclusions about the sample. Australias Traffic Accident Commission has developed a 45-second TV commercial to help drivers recognize just how far their car travels when they take their eyes off the road for a few moments. Lennon, Rentfro and OLeary (2010)
They note that not every individual responds to fearful messages in the same way; rather, responses to fear appeals depend on the perceptions people develop concerning the enormity of the pending danger and on their evaluations of its effect (
The Affective Response (General) Scale by
However, males as a group appear less influenced by physical appeals intending to target them (
). The cookie is used to store the user consent for the cookies in the category "Analytics". , while intentions are a good predictor of behavior, they are far from a perfect measure (p. 212). These projects increased police enforcement of distracted driving laws and increased awareness of distracted driving using radio advertisements, news stories, and similar media. You can visit the National Highway Traffic Safety Administrationexternal icon(NHTSA) website for more information on how data on motor vehicle crash deaths are collected and the limitations of distracted driving data. Can a PSA help reduce the number of distracted driving incidents argumentative essay? , proposes that people will tend to overestimate the influence that mass communications have on the attitudes and behavior of others (p. 3). Some states have installed rumble strips on highways to alert drowsy, distracted, or otherwise inattentive drivers that they are about to go off the road. What does Florida do to prevent distracted driving? But nothing has quite the visual impact of ads, public service announcements and other videos aimed at curbing distracted driving. These findings contradict those of previous research that have found strong evidence of students underestimating the effect PSAs have on themselves and overestimating the effects they have on generalized others. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The majority of respondents said that they see safety and PSA messages when they are on the road. Schoenbachler & Whittler, 1996: p. 38
Schoenbachler & Whittler, 1996
Distracted Driving Campaign Under the leadership of U.S. Secretary of Transportation Ray LaHood, the Department of Transportation launched an aggressive national campaign in 2009 to end the dangerous practice of distracted driving, and specifically texting and cell phone use behind the wheel. Laurie Hevier, Julie's daughter, is now an advocate against distracted driving. This study did have its limitations. All the videos on this list so far have focused on the problem. Fear appeals have commonly been utilized to prevent people, adolescents mainly, from engaging in such behavior. The truck driver was talking on his cell phone at the time of crash and said he never saw the bus. This is an ad about speeding, not distracted driving. Dahl, Frankenberger and Manchanda (2003)
Visually distracted drivers avert their gaze from the road, manually distracted drivers remove their hands from the steering wheel, and cognitively distracted drivers lose focus while driving (
Distracted drivers arent just a threat to themselves: theyre a danger to everyone else on the road. Choose one of the following questions to answer for the argument essay in this module.Does our state do enough to prevent distracted driving?orCan a Public Service Announcement (PSA) help reduce the number of distracted driving incidents?Part OneWrite the claim you will present in your argument essay. Though
, advertising on the issue of road safety is particularly renowned for its use of physical threats in which drivers and passengers are often shown to be injured and killed as a result of unsafe and/or illegal behavior (p. 203). Get the facts, get involved, and help us keep America's roads safe. The researcher searched for and viewed several public service announcements online on the issue of distracted driving before selecting one to utilize in the present study. Lennon, Rentfro, & OLeary, 2010
Write the claim you will present in your argument essay. The results of their study showed that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior among the sample (
LaTour & Zahra, 1989
As quoted by
However, the results for that question were mixed in that the proportion of respondents who answered either somewhat disagree or somewhat agree were roughly equivalent. A reliable construct, it has a reported Cronbach alpha of 0.95 (
Essentially, the theory posits that individuals will experience four processes when they are exposed to a threatening message: they evaluate how severe the threat is to them, the likelihood that the threat will affect them, how to eliminate or manage the threat, and whether they are able to perform the actions necessary to cope with the threat (
). This theory attempts to explain and predict how individuals will respond to a communication message utilizing appeals to fear. However,
). campaign targets teenagers with an ad that compares places where you would text vs. places where you wouldnt. This fact sheet provides an overview of distracted driving and promising strategies that are being used to address distracted driving. Rogers (1983)
Therefore, some scholars argue that, rather than using scare tactics to persuade people, public health campaigns should focus more on instilling in audiences the belief that they are capable of exercising control over their health behavior and less on attempting to frighten them with fear appeals into ceasing, or not starting, deleterious health habits (
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. Lewis, Watson, Tay, & White, 2007
There is an app called "OnMyWay", that will pay a person five cents for every mile they drive without going on their phone. National Highway Traffic Safety Administration (2011)
The video ends with a simple message: Other people make mistakes. The implication is that you cant control other drivers, but there are steps you can takelike slowing down and paying attentionto mitigate others mistakes. Speak up if you are a passenger in a car with a distracted driver. Loren Vaillancourt Huron, South DakotaWATCH: http://www.youtube.com/watch?v=NdQDTmKY0vYOn May 20, 2009, 21-year-old Kelson Vaillancourt was riding with a co-worker to a job site when the driver became distracted and failed to yield at a stop sign. define a fear appeal as a persuasive communication attempting to arouse fear, promoting precautionary motivation and self-protective action (p. 97). Comprehensive GDL systems include five components. These rumble strips are effective at reducing certain types of crashes. It focuses on Josh, a driver who likes to text and watch movies while behind the wheel. Lewis, Watson, Tay amd White (2007)
It Starts with You: Zero Tolerance for Distracted Driving, 2021 National Sheriffs' Association. Lewis, Watson, Tay, & White, 2007: p. 213
Texting and driving is the leading cause of car accidents in the US. The cookie is used to store the user consent for the cookies in the category "Performance". These cookies will be stored in your browser only with your consent. The risks are great and lead to unfathomable results. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. Australia's Traffic Accident Commission has developed a 45-second TV commercial to help drivers recognize just how far their car travels when they take their eyes off the road for a few moments. review of fear-inducing advertisements. The third research question sought to determine whether or not the third-person effect would occur within the sample of students. For instance,
According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. This study has implications for social marketers and public safety organizations. These include banning texting while driving, implementing hands-free laws, and limiting the number of young passengers who can ride with teen drivers. Seeing as both males and females have the capacity to engage in distracted driving and they are both included in the target audience of PSAs designed to discourage such behavior, it is reasonable to study how each gender responds to the social marketing messages they encounter. And, as
Distracted driving is one of the fastest growing safety issues on the roads today. This rant is a segment from Canadas Rick Mercer Report. Lewis, Watson, Tay, & White, 2007
Margay's mother, Elissa Schee, is a founding board member of FocusDriven, the first national nonprofit organization devoted specifically to raising awareness about the dangers of distracted driving. Results showed that a significant positive correlation existed between the variables measuring students intention to text while driving after having seen the PSA and students perception that viewing the PSA would help prevent the average 18 - 24 year old from texting while driving. Saving Lives, Protecting People, National Highway Traffic Safety Administration, states graduated driver licensing system, Federal Motor Carrier Safety Administration, Federal Motor Carrier Safety Administration and the Pipeline and Hazardous Materials Safety Administration, CDC MMWR Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019, CDC MMWR Mobile Device Use While Driving United States and Seven European Countries, 2011, Governors Highway Safety Association Distracted Driving, Insurance Institute for Highway Safety Distracted Driving, World Health Organization Mobile Phone Use: A Growing Problem of Driver Distraction, National Institute for Occupational Safety and Health (NIOSH) Distracted Driving at Work, National Highway Traffic Safety Administration (NHTSA) Campaign Materials, Traffic Safety Facts Research Note: Distracted Driving 2019 (DOT HS 813 111), Overview of the National Highway Traffic Safety Administrations Driver Distraction Program (DOT HS 811 299), Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019, Evaluation of the NHTSA Distracted Driving High-Visibility Enforcement Demonstration Projects in California and Delaware, Evaluation of NHTSA Distracted Driving Demonstration Projects in Connecticut and New York, Countermeasures that work: A highway safety countermeasures guide for State Highway Safety Offices, 10, Technical Advisory: Shoulder and Edge Line Rumble Strips (T 5040.39, Revision 1), Centers for Disease Control and Prevention, National Center for Injury Prevention and Control, Motor Vehicle Prioritizing Interventions and Cost Calculator for States (MV PICCS), What Works: Strategies to Increase Car Seat and Booster Seat Use, What Works: Strategies to Increase Restraint Use, What Works: Strategies to Reduce or Prevent Alcohol-Impaired Driving, Increasing Alcohol Ignition Interlock Use, Roadway to Safer Tribal Communities Toolkit, U.S. Department of Health & Human Services. Lennon, Rentfro, & OLeary, 2010
RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. The male adolescents in their sample expressed the opinion that others would be more affected by the advertisements than they would be; females, on the other hand, expressed reverse third-person effects in that they believed the advertisements influenced themselves more than other people (p. 48). Cell phone records indicate that the driver was texting just prior to the collision. Advances in Journalism and Communication,03,71-78. ;
I thank all of the families of distracted driving victims who have bravely chosen to share their stories of loss with the world, said U.S. Transportation Secretary Ray LaHood. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). , it involves all three of the main distraction types mentioned previously. But in fact, these technologies distract our brains even long after youve used them.. doi: 10.4236/ajc.2015.34008, Home | About SCIRP | Sitemap | Contact Us. National Highway Traffic Safety Administration. Venkatraman, V., Richard, C. M., Magee, K., & Johnson, K. (2021). NHTSA, 2011
A PSA can help reduce the number of distracted driving incidents. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Although it is a smaller proportion, the finding that approximately one-quarter of the sample personally knows someone who has been affected by distracted driving is notable. Distracted Driving It was a seemingly normal day, and Jacy and her family were driving southbound. Distracted driving is a terrifyingly common problem. Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. A focus of the previous literature on fear appeals in advertising is what, if any, differences exist with regard to gender as a variable. Moreover, since they tend to be the target audience, young adults could be helpful in designing the content and messages in distracted driving PSAs. What percentage of drivers are distracted? ;
On average, eight people are killed and one thousand one hundred sixty one people are injured due to accidents involving distracted drivers, particularly due to texting. Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. This campaign is aimed at teen drivers to help reduce the risks of distracted driving-related car accidents in Massachusetts and elsewhere, according to Consumer Reports. ). Por favor elige tu regin
used a questionnaire instrument to measure the behavioral intentions of a sample of 152 drivers in Australia both before and after they viewed two different, threatening advertisements promoting road safety. Business Hours:9:00am-5:00pm ET, M-F. Part One 1. In line with past literature, a gender discrepancy did appear in responses to the PSA. Copyright 2015 by authors and Scientific Research Publishing Inc. Some studies have shown that even more graphic appeals, such. Moreover, they may have harmful effects for those members of society who are less psychologically stable or vulnerable (
Bob & Eilene Okerblom Santa Maria, CaliforniaWATCH: http://www.youtube.com/watch?v=rr7TfwtO17IOn July 25, 2009, 19-year-old Eric Okerblom was killed when his bike was struck by a truck traveling at 60 miles per hour. Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. But opting out of some of these cookies may affect your browsing experience. Anderson, 1995
The number of distracted driving incidents can be reduced by public service announcements. Gozzi (2011)
National Highway Traffic Safety Administration (2011)
Schoenbachler and Whittler (1996)
). more likely to drive after drinking alcohol. The researcher first wanted to know how many individuals in the sample had previously seen the PSA used in the present study. In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). Anything that takes your attention away from driving can be a distraction. Despite the popular use of fear appeals in social marketing, and especially in road safety advertising, inconsistent opinions remain regarding the effectiveness of this strategy (
(2010). The data showed that 47.1% of students somewhat agreed and 16.7% strongly agreed that they were less likely to text while driving after viewing the PSA. First, with regard to descriptive characteristics, it was found that the sample was 42.2% male and 57.8% female. NHTSA, 2011
). Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. These results are highly representative of normal driving populations, where most respondents have not been involved in a collision or received a moving violation within the past 5 years. In 2022, the U.S. Department of Transportation released the, In 2021, Congress provided resources to add distracted driving awareness as part of drivers license exams as part of the. When asked the question, How often do you write/read text messages while driving? the majority of respondents (61.8%) answered that they did so sometimes and 10.8% answered frequently. Chaudhary, N.K., Casanova-Powell, T.D., Cosgrove, L., Reagan, I., & Williams, A. There's a new public service announcement (PSA) being used to help educate drivers about the risks, dangers and consequences of texting while driving. A thirty-second PSA from the National Highway Traffic Safety Administrations Put it down campaign entitled BAM! was chosen as the studys media clip because it was brief, current, and utilized a fear appeal. WASHINGTON - U.S. Transportation Secretary Ray LaHood today released a new public service announcement (PSA) promoting the U.S. Department of Transportation's "Faces of Distracted Driving" series, which has been viewed over 100,000 times since its launch in November 2010. Lennon, Rentfro and OLeary (2010)
Anderson (1995)
Many anti-distraction ads show cinematic, slow-motion car crashes to convey the danger of taking your eyes off the road. ;
This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions.
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