do psa help reduce distracted driving incidents

Park and Salmon (2005) Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? ). 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. In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. Distracted Driving is a Problem! ). NHTSA, 2011 Dahl, Frankenberger, & Manchanda, 2003 The sample was comprised entirely of university students, who were critiqued as being a relatively homogeneous group ( Joe died the next day from his injuries. ). 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. 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. Among these younger drivers, 9% of them were distracted at the time of the crash. Currently, the main source of distracted driving is cell phones. The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( 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. Yet, the present study did not find support for the third-person effect. ). ). This theory, created by This study did have its limitations. And, as campaign targets teenagers with an ad that compares places where you would text vs. places where you wouldnt. ; ). 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. review of fear-inducing advertisements. Cookies used to track the effectiveness of CDC public health campaigns through clickthrough data. Lewis, Watson, & Tay, 2007: p. 49 analyzed college students responses to controversial AIDS prevention advertisements. National Highway Traffic Safety Administration (2011) Schoenbachler & Whittler, 1996: p. 52 This semantic differential 5-point scale uses three items to measure a respondents emotional reaction to a stimulus, in this case a PSA. One Text or Call Could Wreck It All Phone In One Hand - Ticket In The Other U Drive. Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. Moreover, even though drivers of any age could suffer consequences of driving distracted, there seems to be a greater propensity for younger drivers to engage in this behavior. Almost 70% of the sample rated the PSA on the Left me with a bad feeling side of the scale. Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. If a person tries to text or call while they are driving, they don't get any money. As the NSC points out, drivers53% of thembelieve if manufacturers put infotainment dashboards and hands-free technology in vehicles, they must be safe. NHTSA, 2011 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. 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. This lighthearted PSA doesnt need a graphic car crash to make its point. The modal classification within the dataset was Junior, with 41.2% of respondents belonging to that category. The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( A Public Service Announcement (PSA) can help reduce the number of distracted driving accidents by explaining the horrible effects of distracted driving and the best ways to prevent distracted driving. Wilson & Stimpson, 2010 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. 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. Public service announcements are a great way to communicate. Raising awareness through PSA's is one of the many helpful ways to allow drivers to focus their attention properly on the road. The driver, an 18-year-old man, had picked up his phone to make a call and didn't see the light turn. 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 ( 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. Teen's PSA, "Distracted Driving - It's More Than Texting" Goes National. 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 ( 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. ). ; The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. Linking to a non-federal website does not constitute an endorsement by CDC or any of its employees of the sponsors or the information and products presented on the website. But opting out of some of these cookies may affect your browsing experience. 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). This cookie is set by GDPR Cookie Consent plugin. U.S. Department of Transportation Releases Faces of Distracted Driving Public Service Announcement, http://www.youtube.com/watch?v=vjmlv1rbGKE, http://www.youtube.com/watch?v=rr7TfwtO17I, http://www.youtube.com/watch?v=NdQDTmKY0vY, http://www.youtube.com/watch?v=dPrZCCjrFLs, http://www.youtube.com/watch?v=VDKOiMSkLxY, http://www.youtube.com/watch?v=aG79X-hYJ_E, http://www.youtube.com/watch?v=Z6iCrZ4AIpw, http://www.youtube.com/watch?v=RcRTwKminbQ, http://www.youtube.com/watch?v=_pHBWyUQxx4, http://www.youtube.com/watch?v=_vB22cW1ZMY, Office of the Assistant Secretary for Research and Technology. You can get the message from the website. NHTSA leads the national effort to save lives by preventing this dangerous behavior. Texting while driving is 6 times more likely to get you in an crash than drunk driving. Comprehensive GDL systems include five components 8-9, one of which addresses distracted driving: the young passenger restriction. Moreover, 42.2% of students somewhat agreed and 22.5% strongly agreed that they were more likely to speak up when they were passengers and a driver was texting. Davison (1983) 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. She was cited for inattentive driving and fined $173.40. The present study lacked a pre-test to compare students initial opinions to those after viewing the PSA. Of course,PSA can help to reduce the number,of distracted driving incidents,but not to much.maximum 10%,because people can't still realize how dangerous it is,before they won't face the same problem.But we can see here second view of point.Maybe PSA can help reduce the number of distracted driving more,than 10% ?.. Do PSA help reduce the number of distracted driving incidents? 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. 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. 2.3. 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. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. If you need to go back and make any changes, you can always do so by going to our Privacy Policy page. Any of these distractions can endanger you, your passengers, and others on the road. These individuals are more susceptible to media influence and are also more . Lennon, Rentfro, & OLeary, 2010: p. 96 46 Words1 Page. 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. Necessary cookies are absolutely essential for the website to function properly. Overall, students expressed the opinion that the PSA was believable and somewhat useful for preventing texting while driving. Hastings, Stead and Webb (2004) Lewis, Watson, Tay, & White, 2007 Rogers, 1983 Tanner, Hunt, & Eppright, 1991 First, with regard to descriptive characteristics, it was found that the sample was 42.2% male and 57.8% female. All information these cookies collect is aggregated and therefore anonymous. According to the A PSA can help reduce the number of distracted driving incidents. Andersons (1995) 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 ( 974- 975, http://dx.doi.org/10.1207/s1532754xjprr0703_03, http://dx.doi.org/10.1016/j.jbusres.2009.02.006, https://www.marketingscales.com/sites/default/files/v6sample.pdf, http://dx.doi.org/10.3200/JACH.56.2.181-184, http://dx.doi.org/10.1017/S0021849903030332, http://search.proquest.com/docview/220130827?accountid=5683, http://dx.doi.org/10.1108/EUM0000000002548, http://dx.doi.org/10.1016/j.trf.2006.05.001, http://dx.doi.org/10.1080/02642069.2011.531124, http://dx.doi.org/10.1177/107769900508200103, http://dx.doi.org/10.1080/00913367.1996.10673511, http://dx.doi.org/10.2105/AJPH.2009.187179. As they were walking beside the road, a 19-year-old driving at 70 miles per hour struck Julie from behind, killing her instantly. In other words, one could argue that this cohort has been desensitized. The absurdity of texting while kissing or during yoga makes you question why texting while driving would be any different. But instead of trying to break a habit of texting and driving, it forces young drivers to use their cellphones while the car is in motion. ). 1.6 million crashes are caused by cell phone use while driving. 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. 10 CDC's GDL Planning Guide The students viewed a thirty- second PSA before completing a self-report questionnaire. 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 ( altered the original Protection Motivation Model in their study of college students responses to fear- provoking messages about sexually transmitted diseases. ). 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. Therefore, organizations such as the National Highway Traffic Safety Administration have tried to create persuasive campaigns to reach drivers and tackle this hazardous activity. Distraction can be broken down into three overarching types. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? . The cookies is used to store the user consent for the cookies in the category "Necessary". 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. Official websites use .govA .gov website belongs to an official government organization in the United States. The truck driver was talking on his cell phone at the time of crash and said he never saw the bus. Distraction can be broken down into three overarching types. There is myth that hands-free devices are safe but as this video shows hands-free doesnt mean risk-free. National Highway Traffic Safety Administration. Vol.03No.04(2015), Article ID:61738,8 pages Distracted drivers aren't just a threat to themselves: they're a danger to everyone else on the road. ; This work is licensed under the Creative Commons Attribution-NonCommercial International License (CC BY-NC). ). Efforts to stop people from texting while driving are not working, as shown by the numbers. Responses were analyzed to gauge the effectiveness of the PSA and look for the presence of gender differences and the third-person effect within the sample. The dependent variable was college students reported intent to text while driving. NHTSA, 2011 (2019). Source: National Highway Traffic Safety Administrationexternal icon, 2019, Sourceexternal icon: Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019. Accidents from distracted driving occur when the driver's attention is distracted by external factors such as picking calls, answering texts, or even taking a bite. Secure .gov websites use HTTPS First, most previous research in this area has utilized young adults in their samples ( more likely to drive after drinking alcohol. What Kills More People Drunk Driving Or Texting And Driving? In line with past literature, males and females in this sample responded differently to the message, with females being more responsive. 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. PSA (Public Service Announcement), Districted Driving, Third-Person Effect. Concerns Regarding the Use of Fear Appeals. National Highway Traffic Safety Administration (2011), Lennon, Rentfro, & OLeary, 2010: p. 96, Lennon, Rentfro, & OLeary, 2010: p. 95, Dahl, Frankenberger. PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. Reduce distractions for the driver by assisting with navigation or other tasks. 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. , it involves all three of the main distraction types mentioned previously. The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. Por favor escolha a sua regio RQ 3: Is there evidence of the third-person effect within the data results? ). But this hilarious distracted driving PSA presents a rather unorthodox solution. Drinking coffee or another beverage. 2.2. Public service announcements are a great way to communicate. 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. Distracted driving isnt just a stupid mistake. One of the biggest distractions, texting and driving, has tried to be solved in many ways. Distracted Driving It was a seemingly normal day, and Jacy and her family were driving southbound. Amos Johnson Asheville, North CarolinaWATCH: http://www.youtube.com/watch?v=RcRTwKminbQOn May 10, 2010, 16-year-old Ashley Johnson was killed when she lost control of her vehicle, crossed the center line, and hit a pickup truck head-on. An official website of the United States government Here's how you know. Lewis, Watson and Tay (2007) Receive email updates about the latest in Safety, Innovation, and Infrastructure. ; National Highway Traffic Safety Administration. These cookies track visitors across websites and collect information to provide customized ads. First, it employed a nonrandom, convenience sample. Raises people's awareness about the risks of distracted driving. Distracted Driving Summary Fact Sheet pdf icon[PDF 660 KB]. Like the previous clip, this video takes place on a driving track. Though Another theory commonly referenced in the past literature is the Third-Person Effect. 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 ( Distracted driving can increase the chance of a motor vehicle crash. By clicking Accept All, you consent to the use of ALL the cookies. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. The majority of respondents said that they see safety and PSA messages when they are on the road. 55-56 This finding might be useful for social marketers to know if they aim to be transparent sponsors. 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.. Centers for Disease Control and Prevention. They may have paused for a bit, but they have since resumed. What makes PSAs effective? Texting is just too common to be stopped with only a PSA. Females agreed with the two intention measures more strongly than did males. Anderson, 1995 In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. Texting or emailing while driving was more common among older students than younger students (see figure below) and more common among White students (44%) than Black (30%) or Hispanic students (35%). 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). (2021). Write the claim you will present in your argument essay. 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. 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. How does the state of Florida prevent distracted driving? The Insurance Institute for Highway Safety tracks. 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. Inform people, especially teenagers, on the fatal affects the victims and their families have received because of distracted driving. 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. 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 ( 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 percentage of drivers are distracted? Wilson & Stimpson, 2010: p. 2213 ). Question: Can A Public Service Announcement Psa Help Reduce The Number Of Distracted Driving Incidents. Part One Write the claim you will present in your argument essay. ; 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. Cell phone records indicate that the driver was texting just prior to the collision. 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. 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 many accidents are caused by distracted driving each year? The boomerang effect can be seen as an adverse reaction to viewing a threatening advertisement. Distracted driving in America is not a trivial issue in today's society. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. However, males as a group appear less influenced by physical appeals intending to target them ( The questionnaire was comprised of dichotomous (yes/no) questions to obtain background information, as well as Likert scale questions in which respondents indicated their level of agreement or disagreement regarding perceptions of the PSA, and demographic items. Course Number: Date: Can A PSA Help Reduce Distracted Driving Accidents? This issue presents a problem for social marketers because the advertisements they create are seemingly reached by primarily one gender instead of both. , while intentions are a good predictor of behavior, they are far from a perfect measure (p. 212). ). This cookie is set by GDPR Cookie Consent plugin. A 30-second PSA against distracted driving from the National Highway Traffic Safety Administration served as the independent variable. Talking on the phone. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. LaTour & Zahra, 1989: p. 61
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