PSAs can provide first-hand accounts of distracted driving incidents and their effects on the people and also inform both adults and teenagers about the causes of distracted driving incidents, which would lead to a reduction of the number of driving incidents. Some studies have shown that even more graphic appeals, such. Get the Message is available for download on www.distraction.gov. U Text. Lewis, Watson, Tay, & White, 2007 ). With regard to the content of the PSA, the following statistics were reported. 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 ( ). 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. 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. A PSA can help reduce the number of distracted driving incidents. 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. Teen's PSA, "Distracted Driving - It's More Than - EndDD Qualifying questions were included to ensure that subjects fit into the sample criteria of students aged 18 - 24 attending Texas State University. Technology That Can Reduce Driving Distraction - Consumer Reports Its estimated that 10% of drivers are distracted by cellphones at any given moment. found the third-person effect to play out within their study participants. Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. Secure .gov websites use HTTPS 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). Lewis, Watson, Tay, & White, 2007 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. Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. ). 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? Distracted driving isnt just a stupid mistake. 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. Still, some positive benefits have been found to exist from using fear-based or shocking content within advertisements. ; Concerns Regarding the Use of Fear Appeals. . Does our State do Enough to Prevent Distracted Driving? - StudyDriver.com 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 ( There is myth that hands-free devices are safe but as this video shows hands-free doesnt mean risk-free. Raises people's awareness about the risks of distracted driving. Most driving incidents comes from drivers being distracted. 11 Distracted Driving Awareness Commercials and PSAs The third research question sought to determine whether or not the third-person effect would occur within the sample of students. Tanner, Hunt and Eppright (1991) In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. He drove into oncoming traffic, and their vehicle was struck by a tractor-trailer. Can A Psa Help Reduce The Number Of Distracted Driving Incidents Claim The PSAs in Dr. Lennon's study showed cars that had been totaled by accidents due to texting and talking on the phone while driving. 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 ( Course Number: Date: Can A PSA Help Reduce Distracted Driving Accidents? These questionnaires were removed from the sample. 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 . looked specifically at PSAs designed to discourage the use of illegal drugs by adolescents, their findings could help in the creation of various other social marketing campaigns. Texting is just too common to be stopped with only a PSA. That is, people tend to perceive that the medias greatest impact will not be on me or you but on themthe third persons ( Table 24 summarizes the self-reported information about the subjects' driving experiences. These campaigns generally fall under the umbrella term of social marketing. ). Relationship between Gender and Response to Fear Appeals. Lewis, Watson, Tay and White (2007) Distracted Driving 3,142 Number of people killed by distracted driving in 2020 Source U Drive. How to Prevent Distracted Driving | American Family Insurance - amfam.com 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. This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. ). This lighthearted PSA doesnt need a graphic car crash to make its point. An official website of the United States government Here's how you know. It shows the real-life impact of distracted driving on victimsand the effect is profound. 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. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. , 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). 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 ( In 2010, a national summit comprised of safety experts, industry leaders and several U.S. senators was held to examine what potential regulations could be enacted to solve this social danger ( Let us show you how to connect the dots between human error reduction and fewer incidents, better engagement and stronger support for safety. One tactic that is commonly found in these messages and studied in past research is the use of shocking content and/or appeals to fear ( Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. Remind them driving is a skill that requires the drivers full attention. The females reacted more favorably to the message and content in the announcement than did the males; furthermore, males believed that punitive measures by law enforcement, such as getting ticketed or arrested, were more useful means of preventing unsafe driving ( Yet, the present study did not find support for the third-person effect. The subjects in the study did find the illustrated behaviors to be more distracting that they previously believed, a seemingly positive effect of the advertising appeal ( This work is licensed under the Creative Commons Attribution-NonCommercial International License (CC BY-NC). I urge everyone to watch our Faces of Distracted Driving series at distraction.gov and to remember: talking or texting while driving is not worth the risk.. ; ). There are a few more forms of distracted driving that could cause an accident. Drinking coffee or another beverage. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Anderson, 1995 However, males as a group appear less influenced by physical appeals intending to target them ( The 30-second PSA, Get the Message, features clips from people who lost loved ones in distracted driving crashes and have spoken out through the U.S. Department of Transports Faces of Distracted Driving campaign. Hastings, Stead and Webb (2004) Lennon, Rentfro, & OLeary, 2010 Lewis, Watson, & Tay, 2007: p. 49 Choose one of the following questions to answer for the argument For instance, Dahl, Frankenberger and Manchanda (2003) (2021). Approximately 60% of the sample rated the PSA to be on the Unpleasant side. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? ; You will be subject to the destination website's privacy policy when you follow the link. 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 dependent variable was college students reported intent to text while driving. LaTour & Zahra, 1989: p. 63 Future research could examine whether any differences in response to PSAs such as the one used here exist with regard to other demographic factors, such as whether one belongs to a majority or minority group. In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. You can review and change the way we collect information below. The cookie is used to store the user consent for the cookies in the category "Analytics". 1200 New Jersey Avenue, SE 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. Speak up if you are a passenger in a car with a distracted driver. Brennan & Binney, 2010 The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. This means that over 78% of all distracted drivers are distracted because they have been texting while driving. So what does it have to do with drivers who arent paying attention? 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. With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. Tanner, Hunt and Eppright (1991) Teen's PSA, "Distracted Driving - It's More Than Texting" Goes National. And phones arent even the biggest cause of distraction. 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 ( U Pay. A reliable construct, it has a reported Cronbach alpha of 0.95 ( NHTSA leads the national effort to save lives by preventing this dangerous behavior. 7.02 eng.pdf - Can a Public Service Announcement PSA help reduce the A 30-second PSA against distracted driving from the National Highway Traffic Safety Administration served as the independent variable. Although her father had warned her against cell phone use behind the wheel, she was texting at the time of the crash. Lennon, Rentfro, & OLeary, 2010 Get the facts, get involved, and help us keep America's roads safe. Dahl, Frankenberger, & Manchanda, 2003 Distracted Driving - We Save Lives These individuals are more susceptible to media influence and are also more . Part One 1. ). This finding might be useful for social marketers to know if they aim to be transparent sponsors. 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.
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