We also use third-party cookies that help us analyze and understand how you use this website. In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. Graphic PSAs Increase Texting While Driving - Phys.org ; ). The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. After sifting through hundreds of online distracted driving videos, here are eleven of the best distraction-related clips that highlight the problemand even propose a few solutions. Texting and driving is the leading cause of car accidents in the US. & Manchanda, 2003: p. 268, Lewis, Watson, Tay, & White, 2007: p. 213, Hastings, Stead, & Webb, 2004: pp. Overall, students expressed the opinion that the PSA was believable and somewhat useful for preventing texting while driving. 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. 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 ( Informs safety guides of driving. Lennon, Rentfro, & OLeary, 2010 Roughly equivalent percentages of the sample expressed they Liked and Disliked the PSA with the modal response being neutral. Relationship between Gender and Response to Fear Appeals. Cookies used to make website functionality more relevant to you. Moreover, they may have harmful effects for those members of society who are less psychologically stable or vulnerable ( Bruner, 2009: p. 15 these results, it does seem as though the PSA evokes the sought after intentions in the sample. In their review of numerous studies that have utilized fear appeals, Therefore, organizations such as the National Highway Traffic Safety Administration have tried to create persuasive campaigns to reach drivers and tackle this hazardous activity. The results of this study demonstrated that participants who viewed the self-efficacy PSAs were better able to discourage others from driving under the influence of alcohol than were the participants who viewed the consequence-based control PSA ( A PSA can help reduce the number of distracted driving incidents. The dependent variable was college students reported intent to text while driving. PSA (Public Service Announcement), Districted Driving, Third-Person Effect. However, you may visit "Cookie Settings" to provide a controlled consent. ; Distraction can be broken down into three overarching types. Specifically they point out that maladaptive responses, such as ignoring or suppressing the message within the advertisement, can occur in viewers and suggest that only those individuals who are psychologically healthy are actually persuaded by and benefit from such campaigns ( Lennon, Rentfro, & OLeary, 2010 Wilson & Stimpson, 2010: p. 2213 Gozzi (2011) In their study of road safety advertisements, 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. And phones arent even the biggest cause of distraction. ). A focus of the previous literature on fear appeals in advertising is what, if any, differences exist with regard to gender as a variable. Do PSA help reduce the number of distracted driving incidents? observe that a substantial body of literature spanning over five decades attests to contradictory findings regarding the manner in which fear is related to persuasion (p. 49). points out, one can die by being a distracted driver themselves or as a victim of another individual driving in that manner. Are distracted driving PSAs effective? | Jerry CDC is not responsible for Section 508 compliance (accessibility) on other federal or private website. ). ; Distracted Driving Summary Fact Sheet pdf icon[PDF 660 KB]. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Finally, a main limitation was that reported intentions might not fully and accurately determine actual behavior in people. Get the facts, get involved, and help us keep America's roads safe. LaTour & Zahra, 1989: p. 61 The ad discourages distracted driving by portraying three different drivers, each using a cellular telephone while driving, in what appears to be an everyday American setting. This study has implications for social marketers and public safety organizations. This age group was selected for two reasons. Remind them driving is a skill that requires the drivers full attention. Lewis, Watson, & Tay, 2007 Distracted Driving It was a seemingly normal day, and Jacy and her family were driving southbound. Watch: Faces of Distracted Driving: Get the Message: http://www.youtube.com/watch?v=vjmlv1rbGKE. However, ). Table 1 shows the measures of central tendency for the three scale items. Second, this age group appears to be at the greatest risk, at least statistically, of being involved in a distracted- driving car crash ( How many accidents are caused by distracted driving each year? Much of the prior research that studied the effectiveness of fear appeals to alter behavior has referenced two main theories as part of their conceptual frameworks. According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. ). 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. How effective are PSAs? This cookie is set by GDPR Cookie Consent plugin. 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? 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. Approximately 15 percent of all motor vehicle . Ask the driver to focus on driving. The Affective Response (General) Scale by The absurdity of texting while kissing or during yoga makes you question why texting while driving would be any different. What Kills More People Drunk Driving Or Texting And Driving? The number of distracted driving incidents can be reduced by public service announcements. 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 ( Distractions lead to disaster. In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). In addition, freshman was 1%, sophomore was 22%, senior was 23%, and graduate student was 14%. 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. chastise social marketers for their pervasive use of threatening messages and describe their concerns regarding the negative effects of these campaigns. Contrary to past research, this study did not find support for the third-person effect. Texting is just too common to be stopped with only a PSA. 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. Females agreed with the two intention measures more strongly than did males. If you're in the driver's seat, try to avoid these altogether: Taking selfies. Advertisements in this category tend to promote real-life practices or ideas rather than products or services. The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. ). You will be subject to the destination website's privacy policy when you follow the link. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). Is the anti-texting campaign really effective? Another theory commonly referenced in the past literature is the Third-Person Effect. Lennon, Rentfro and OLeary (2010) Students who texted or emailed while driving were also more likely to report other transportation risk behaviors. Vol.03No.04(2015), Article ID:61738,8 pages In other words, one could argue that this cohort has been desensitized. Bruner (2009) Yellman, M.A., Bryan, L., Sauber-Schatz, E.K., Brener, N. (2020). ). ). Lennon, Rentfro, & OLeary, 2010: p. 95 Cady was rushed to the hospital with critical injuries and died the next day. In addition, some researchers believe that explicit, fear-arousing content in social marketing is not very effectual on their target audience because todays youth have had much greater exposure than previous generations to graphic images and other fear messages ( Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. Lennon, Rentfro, & OLeary, 2010 Can a PSA help reduce the number of distracted driving incidents? With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. Anderson, 1995 assert that motor vehicle crashes are the leading cause of death and disability for young Americans (p. 181). Find out makes a great PSA along with the best PSA examples from the award-winning video experts at RaffertyWeiss. , proposes that people will tend to overestimate the influence that mass communications have on the attitudes and behavior of others (p. 3). Distracted Driving Dangers and Statistics | NHTSA Amos Johnson, Ashley's father, now speaks to local teens about the dangers of distracted driving. 205-206 Safe driving requires maximum attention because there are other users on the road. Many anti-distraction ads show cinematic, slow-motion car crashes to convey the danger of taking your eyes off the road. Veuillez choisir votre rgion ; 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. These results, as well as the results of similar studies on this topic, seem to suggest that there is room for positive appeals in campaigns to prevent socially undesirable activities. more likely to drive after drinking alcohol. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? CDC twenty four seven. This rant is a segment from Canadas Rick Mercer Report. Previous research has looked at the ways in which fear is used and the effectiveness of doing so ( 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. This is an ad about speeding, not distracted driving. PART ONE Lesson 07.02 Completed - Studocu Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. PSAs use ethos, pathos, and logos, which makes them effective. The truck driver was talking on his cell phone at the time of crash and said he never saw the bus. Nine people in the United States are killed every day in crashes that are reported to involve a distracted driver.1. Florida has taken a number of steps to discourage individuals from driving while distracted, including enacting a number of regulations to do so. Both of these associations suggest that the third-person effect was not present in this sample because students first-person opinions and their opinions concerning others moved in the same direction. Whether its adjusting your mirrors, selecting music, eating, making a phone call, or reading a text or emaildo it before or after your trip, not during. This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. Emily Reynolds Omaha, NebraskaWATCH: http://www.youtube.com/watch?v=aG79X-hYJ_EOn May 30, 2007, 16-year-old Cady Reynolds was driving her best friend home from a movie near Omaha, Nebraska, when another teen driver who was severely distracted behind the wheel ran a red light and slammed into her car at 50 miles per hour. Comprehensive GDL systems include five components. included within the survey asked respondents to rate their emotional response to the PSA. The modal classification within the dataset was Junior, with 41.2% of respondents belonging to that category. A self-report questionnaire with 26 questions was developed to assess some demographic information about respondents, their perceptions of the PSA, and their intent to engage in a particular distracted driving behavior, text messaging while driving. Again, the results of this study found the difference between genders to be significant. They help us to know which pages are the most and least popular and see how visitors move around the site. Lennon, Rentfro & OLeary, 2010: p. 96 Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. the American public) to behave in a way that is socially desirable ( Technology That Can Reduce Driving Distraction - Consumer Reports Suddenly, the ad shocks the audience by showing each driver crash their vehicle as a result of their distraction. Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. ). 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. Tagged Distracted Driving, Driving Safety, Toll-free: (866) 962-9575Direct: (613) 962-9577, phones arent even the biggest cause of distraction, Looking at others for mistakes to keep yourself safe, Traffic Accident Avoided Due to SafeStart. ). PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. RQ 2: Do responses to the PSA differ according to gender? Lewis, Watson, Tay, & White, 2007 But opting out of some of these cookies may affect your browsing experience. NHTSA, 2011 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. Kelson died the next day. Talking on the phone. 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. Lennon, Rentfro and OLeary (2010) Moreover, recent research has shown that deaths resulting from distracted driving have risen more than 25% since 2005 ( Texting while driving is 6 times more likely to get you in an crash than drunk driving. Hastings, Stead, & Webb, 2004 LaTour & Zahra, 1989: p. 63 (2012). analyzed college students responses to controversial AIDS prevention advertisements. Advances in Journalism and Communication,03,71-78. 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 ( She was texting at the time of the crash. Bitte whlen Sie Ihre Region aus. Its a deadly trend on American roads, and its getting worse. Park & Salmon, 2005: p. 26 ; Hastings, Stead, & Webb, 2004 These cookies perform functions like remembering presentation options or choices and, in some cases, delivery of web content that based on self-identified area of interests. The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( , approximately 20% of the car crashes involving injuries in 2009 were reportedly due to distracted driving. 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). 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). Using an app. 39% of high school students who drove in the past 30 days texted or emailed while driving on at least one of those days. Hastings, Stead, & Webb, 2004: p. 975 Distracted driving in America is not a trivial issue in today's society. National Highway Traffic Safety Administration (2011) 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. Distracted Driving - We Save Lives