Hastings, Stead, & Webb, 2004 The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( ). . 7.02 eng.pdf - Can a Public Service Announcement PSA help reduce the Intentions to engage in distracted driving were measured by asking students to rate their agreement or disagreement regarding the likelihood that they would text while driving and speak up when they were passengers with a driver who is texting. Drinking coffee or another beverage. Related research on physical threat appeals has found that, when compared to other messages, adolescents react more positively to public service announcements that depict negative social consequences ( Is Parallel Parking On The Driving Test In Ny? The number of distracted driving incidents can be reduced by public service announcements. This age group was selected for two reasons. What makes PSAs effective? The majority of people said that safety and PSA messages are useful, with some saying that they are more effective than other media. findings are limited in that his research was concerned with participants ability to change the behavior of others, as opposed to modifying their own behavior. 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 ( 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. You will be subject to the destination website's privacy policy when you follow the link. If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance. ). They may have paused for a bit, but they have since resumed. "This latest operating system includes a Do Not Disturb While Driving mode (DND) that can block notification of incoming calls and texts when your iPhone senses driving motion or is connected. Vol.03No.04(2015), Article ID:61738,8 pages Distracted driving is one of the fastest growing safety issues on the roads today. Talking on the phone. , was described and then modified by Suddenly, the driver in front of them made an illegal left turn through a red light. Moreover, they may have harmful effects for those members of society who are less psychologically stable or vulnerable ( These cookies track visitors across websites and collect information to provide customized ads. Inform people, especially teenagers, on the fatal affects the victims and their families have received because of distracted driving. Brennan & Binney, 2010 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 issue of distracted driving has been a popular topic in research and the subject of numerous campaigns and laws. This means that over 78% of all distracted drivers are distracted because they have been texting while driving. ; This phenomenon, generally referred to as distracted driving, is at the basis of numerous new traffic safety laws and campaigns aimed at preventing car accidents and loss of life on the road. The U.S. Department of Transportations Faces of Distracted Driving video series shines a light on the tragic consequences of texting and cell phone use while driving. The researcher first wanted to know how many individuals in the sample had previously seen the PSA used in the present study. Advertisements that use these appeals influenceon present viewers with the negative outcomes that they may experience as a result of engaging in the depicted unsafe and/or illegal behaviors ( Still, some positive benefits have been found to exist from using fear-based or shocking content within advertisements. Approximately 60% of the sample rated the PSA to be on the Unpleasant side. The boomerang effect can be seen as an adverse reaction to viewing a threatening advertisement. Again, the results of this study found the difference between genders to be significant. These statistics substantiate the claim that many young adults, by their own admission, are engaging in a very distracting behavior while driving. 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. The Insurance Institute for Highway Safety tracks. Distracted Driving Campaign | US Department of Transportation For instance, In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. Emily Reynolds, Cady's 17-year-old sister, is now an advocate against distracted driving and is an active member of NOYS, the National Organizations for Youth Safety. 46 Words1 Page. 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 ( ). 205-206 As the NSC points out, drivers53% of thembelieve if manufacturers put infotainment dashboards and hands-free technology in vehicles, they must be safe. Let us show you how to connect the dots between human error reduction and fewer incidents, better engagement and stronger support for safety. Suddenly, the ad shocks the audience by showing each driver crash their vehicle as a result of their distraction. How does the state of Florida prevent distracted driving? 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. ; 10.4236/ajc.2015.34008, Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement), 1School of Journalism & Mass Communication, Texas State University, San Marcos, TX, USA, 2Department of Media & Communication, Sungkonghoe University, Seoul, South Korea. Theres a number of them out there, and they range from funny takes on our inability to multitask to heartbreaking interviews with car crash victims. 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. In line with past literature, a gender discrepancy did appear in responses to the PSA. ). . In their study of road safety advertisements, Emphasize that texts and phone calls can wait until arriving at a destination. 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. Davison (1983) The number of distracted driving incidents can be reduced by public service announcements. Distracted Driving Dangers and Statistics | NHTSA Distracted driving can increase the chance of a motor vehicle crash. Anderson, 1995: pp. Half the screen shows the driver and the other half shows the road. assert that motor vehicle crashes are the leading cause of death and disability for young Americans (p. 181). 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. High school student, Rachael Diaz wrote a 30 second public service announcement about teens and distracted driving for her video production class, winning first prize in the first Drive Safe Chicago PSA contest sponsored by the Chicago Auto Show and the National . Tanner, Hunt and Eppright (1991) ). 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. National Highway Traffic Safety Administration. Distracted Driving Car Accidents in California The statistics prove this: Nearly 60% of drivers in California say that they have been in an accident or nearly hit by a distracted driver. However, you may visit "Cookie Settings" to provide a controlled consent. Over half of the students perceived the PSA as believable and thought it would be beneficial to air on television. The third research question sought to determine whether or not the third-person effect would occur within the sample of students. The Affective Response (General) Scale by ). The 30-second PSA, Get the Message, features clips from people from across the country who lost loved ones in distracted driving crashes and have spoken out through the U.S. Department of Transportations Faces of Distracted Driving campaign. The truck driver was talking on his cell phone at the time of crash and said he never saw the bus. However, the American public) to behave in a way that is socially desirable ( Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors. Second, this age group appears to be at the greatest risk, at least statistically, of being involved in a distracted- driving car crash ( Distraction can be broken down into three overarching types. Lewis, Watson, Tay, & White, 2007 In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). National Highway Traffic Safety Administration. altered the original Protection Motivation Model in their study of college students responses to fear- provoking messages about sexually transmitted diseases. With regard to the content of the PSA, the following statistics were reported. To honor Alex's memory, her family Jeanne, Johnny Mac, and 12-year-old Katrina formed an anti-distracted driving advocacy group, the Remember Alex Brown Foundation. Lewis, Watson and Tay (2007) The goal behind this strategy is grounded in the notion that fear makes individuals feel tense and anxious, thus they will seek ways to reduce these feelings ( But in fact, these technologies distract our brains even long after youve used them.. After the projects were complete, observed driver cell phone use fell from: 4.1% to 2.7% in the Sacramento Valley Region in California, Graduated driver licensing (GDL) is a system which helps new drivers gain experience under low-risk conditions by granting driving privileges in stages. Lewis, Watson, Tay, & White, 2007: p. 213 Write the claim you will present in your argument essay. In line with past literature, males and females in this sample responded differently to the message, with females being more responsive. Can a PSA help reduce the number of distracted driving incidents argumentative essay? Lewis, Watson, & Tay, 2007: pp. Find out makes a great PSA along with the best PSA examples from the award-winning video experts at RaffertyWeiss. 1200 New Jersey Avenue, SE Necessary cookies are absolutely essential for the website to function properly. , it involves all three of the main distraction types mentioned previously. Park and Salmon (2005) Cookies used to make website functionality more relevant to you. Lewis, Watson, & Tay, 2007: p. 58 Many government agencies and nonprofit organizations in the United States utilize social marketing; their prerogative is to induce those who view the advertisement (i.e. included within the survey asked respondents to rate their emotional response to the PSA. These two theories are the Protection Motivation Theory and the theory of the Third-Person Effect. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Additionally, it would be better if sample were larger. http://creativecommons.org/licenses/by-nc/4.0/, Received 20 October 2015; accepted 2 December 2015; published 7 December 2015. A car going 60 mph will travel 88 feet per second. 7.09 distracted driving.docx - 07.09 ASSIGNMENT - Course Hero ; The present study focuses on a campaign encouraging safe driving, but advertisements exist on a number of other social issues such as environmental protection, drug abuse and safe sex practices. Crash reconstruction reports showed the driver could not have been looking at the road for 8.75 seconds. Elissa Schee St. Augustine, FloridaWATCH: http://www.youtube.com/watch?v=_vB22cW1ZMYOn September 23, 2008, 13-year-old Margay Schee was riding home from school when a semi-truck slammed into the back of her school bus near Citra, Florida. NHTSA leads the national effort to save lives by preventing this dangerous behavior. In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. found the third-person effect to play out within their study participants. Por favor elige tu regin Like the previous clip, this video takes place on a driving track. Fortunately, after some eye-opening training on a closed track, Josh comes to see firsthand just how risky it is to mentally multitask while driving. Anderson, 1995 Distracted Driving PSA's & Statistics - CellSlip We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest. ; As the young drivers turn their attention to their phones or the car console, you can see in real time as the car quickly careens towards mailboxes, other cars and into fields. National Highway Traffic Safety Administration. The students in this sample reported that they did text while driving even though most students (44.1%) strongly disagreed that the PSA made texting while driving seemed more dangerous than it actually was. The cookie is used to store the user consent for the cookies in the category "Other. However, males as a group appear less influenced by physical appeals intending to target them ( Dahl, Frankenberger, & Manchanda, 2003 Veuillez choisir votre rgion SOLUTION: 7.06 write argumentative essay - Studypool ). This theory attempts to explain and predict how individuals will respond to a communication message utilizing appeals to fear. Nine people in the United States are killed every day in crashes that are reported to involve a distracted driver.1. Among these younger drivers, 9% of them were distracted at the time of the crash. The AAA Foundation for Traffic Safety participated in a study that documents teens while driving. Course Number: Date: Can A PSA Help Reduce Distracted Driving Accidents? Lewis, Watson, Tay and White (2007) The survey instrument also utilized items from a preexisting scale entitled the Affective Response (General) Scale ( This theory, created by Schoenbachler & Whittler, 1996: p. 52 Some studies have shown that even more graphic appeals, such. These cookies will be stored in your browser only with your consent. How many accidents are caused by distracted driving each year? Kelson died the next day. 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. Judy Teater Spring Lake, MichiganWATCH: http://www.youtube.com/watch?v=Z6iCrZ4AIpwOn January 19, 2004, Judy Teater and her 12-year-old son Joe were driving to an after school activity when a young woman behind the wheel of a Hummer and talking on her cell phone ran a red light and slammed into their vehicle. By making these modifications, the study results could be generalized to the larger population. Choose one of the following questions to answer for the argument ). This website uses cookies to improve your experience while you navigate through the website. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. ). There is myth that hands-free devices are safe but as this video shows hands-free doesnt mean risk-free. After all completed surveys were collected, it was determined that seven of the surveys either had incomplete responses or belonged to respondents out of the 18 - 24 age bracket. , 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). But nothing has quite the visual impact of ads, public service announcements and other videos aimed at curbing distracted driving. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Seriously. In 2007, Washington state became the first state to ban texting while driving. Currently, the main source of distracted driving is cell phones. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Comprehensive GDL systems include five components 8-9, one of which addresses distracted driving: the young passenger restriction. Another limitation described in prior research is that, although fear appeals seem to elicit viewers attention, their capacity to induce real behavioral change in individuals is debatable ( And phones arent even the biggest cause of distraction. National Highway Traffic Safety Administration. (Looking at others for mistakes to keep yourself safe is such a useful habit that its a core skill taught with SafeStart.). 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 ( Por favor escolha a sua regio The other part of RQ 1 concerned the impact of an anti-distracted driving PSA on student intentions. Given the pervasiveness of handheld technology in our society, there has been growing concern about the risks involved with using such devices, specifically cell phones, while operating a vehicle. Learn how to drive distraction away and get drivers to keep their eyes (and mind) on the road. Joe died the next day from his injuries. When asked to rate their agreement on the statement, It is less dangerous to read text messages while driving than to write them, a slight majority (34.3%) reported that they strongly disagree. Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. A public service announcement, or PSA, can be defined as, a type of advertising, sponsored by either government agencies or other organizations, to promote causes and activities generally considered socially desirable ( Distracted Driving Summary Fact Sheet pdf icon[PDF 660 KB]. Wilson & Stimpson, 2010: p. 2213 The PSA ends with the Put it down campaign logo and lists the NHTSA as the sponsor. Advertisements in this category tend to promote real-life practices or ideas rather than products or services. Dahl, Frankenberger and Manchanda (2003) Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. The researcher will analyze the survey data quantitatively to answer three research questions as follows: RQ 1: What is the impact of viewing an anti-distracted driving public service announcement on students perceptions and intent? ; Most driving incidents comes from drivers being distracted. Bruner, 2009: p. 15 The majority of respondents (76.5%) responded that they had never seen the PSA before, which supported the researchers initial reasoning to select the particular PSA for the study. The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( Andersons (1995) Most students in the sample somewhat agreed that, after watching the PSA, they were less likely to text while driving and more likely to speak up when they were passengers; this finding suggests a degree of effectiveness from the fear appeal. First, most previous research in this area has utilized young adults in their samples ( Can A Psa Help Reduce The Number Of Distracted Driving Incidents Claim 10 CDC's GDL Planning Guide Efforts to reduce the prevalence of distracted driving come in all sizes, from government-run public awareness campaigns to guides for safety professionals on how to reduce distracted driving (and other types of distraction in the workplace) to reduce injuries and protect workers. They help us to know which pages are the most and least popular and see how visitors move around the site. Question: Can A Public Service Announcement Psa Help Reduce The Number ; 'Stop the Texts. Stop the Wrecks.' to Help Reduce Distracted Driving
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