Its a deadly trend on American roads, and its getting worse. 2.2. Among these younger drivers, 9% of them were distracted at the time of the crash. In their study of road safety advertisements, In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. These cookies will be stored in your browser only with your consent. Drivers of all ages will be able to learn about the dangers of texting and driving with the use of public service announcements. The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. 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. This phenomenon is an important topic of study because it is prevalent in American society and can have grave consequences. With regard to the content of the PSA, the following statistics were reported. Rogers (1983) 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. Texting while driving is 6 times more likely to get you in an crash than drunk driving. ). Qualifying questions were included to ensure that subjects fit into the sample criteria of students aged 18 - 24 attending Texas State University. The PSA was shown one time to a convenience sample of 109 students in one large undergraduate level class and two small graduate level classes in the Mass Communication department at Texas State University in the fall of 2011. A lock ( LockA locked padlock ) or https:// means youve safely connected to the .gov website. PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. (Looking at others for mistakes to keep yourself safe is such a useful habit that its a core skill taught with SafeStart.). These include banning texting while driving, implementing hands-free laws, and limiting the number of young passengers who can ride with teen drivers. According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. Using an app. The majority of respondents said that they see safety and PSA messages when they are on the road. 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. 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. To do this, a chi-square test was run for gender and intention to text while driving. Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. The cookie is used to store the user consent for the cookies in the category "Other. The Affective Response (General) Scale by This tactic is relevant to the present studys topic because, according to In line with past literature, males and females in this sample responded differently to the message, with females being more responsive. Yet, the present study did not find support for the third-person effect. 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: p. 96 55-56 This age group was selected for two reasons. Raises people's awareness about the risks of distracted driving. Another chi-square test was run for gender and intention to speak up when another driver is texting. 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. The Insurance Institute for Highway Safety tracks. Bruner, 2009 ). 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. The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( Cady was rushed to the hospital with critical injuries and died the next day. ). Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). Chaudhary, N.K., Casanova-Powell, T.D., Cosgrove, L., Reagan, I., & Williams, A. Venkatraman, V., Richard, C. M., Magee, K., & Johnson, K. (2021). The number of distracted driving incidents can be reduced by public service announcements. As they run over a whole bunch of pylons, the distracted drivers exclaim in frustration, I cant do it! and People will be killed on the road.. A car going 60 mph will travel 88 feet per second. Share sensitive information only on official, secure websites. Distracted Driving 3,142 Number of people killed by distracted driving in 2020 Source U Drive. the American public) to behave in a way that is socially desirable ( It may create a number of awkward social situations but it could lead to safer drivers (at least when theres someone in the passenger seat). In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. 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. Some studies have shown that even more graphic appeals, such. Lennon, Rentfro, & OLeary, 2010: p. 95 Centers for Disease Control and Prevention. 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. Part One 1. Like the previous clip, this video takes place on a driving track. This rant is a segment from Canadas Rick Mercer Report. included within the survey asked respondents to rate their emotional response to the PSA. had a very large sample of 840 adolescents view two separate fear-based advertisements discouraging distracted driving behaviors. 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. NHTSA, 2011 Overall, students expressed the opinion that the PSA was believable and somewhat useful for preventing texting while driving. 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 ( Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. 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 ( Thank you for taking the time to confirm your preferences. 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% ?.. Distracted drivers aren't just a threat to themselves: they're a danger to everyone else on the road. Table 24 summarizes the self-reported information about the subjects' driving experiences. So what does it have to do with drivers who arent paying attention? (2010). ). Approximately 15 percent of all motor vehicle . For instance, 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. A PSA can help reduce the number of distracted driving incidents. Distracted driving is one of the fastest growing safety issues on the roads today. With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. Lewis, Watson and Tay (2007) Texting is just too common to be stopped with only a PSA. Remind them driving is a skill that requires the drivers full attention. Advances in Journalism and Communication,03,71-78. The good news is that distracted driving PSAs are effective in most cases, but especially with the 18 to 24 age group. These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. Distracted driving is defined as, any non-driving activity a person engages in that has the potential to distract him or her from the primary task of driving and increase the risk of crashing ( 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. Speak up if you are a passenger in a car with a distracted driver. 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. 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. Its a powerful statement: children learn behavior from parents and its up to adults to be good role models while driving. U Pay. Veuillez choisir votre rgion found the third-person effect to play out within their study participants. Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. Business Hours:9:00am-5:00pm ET, M-F. LaTour & Zahra, 1989 Murry, Stam, & Lastovicka, 1996: p. 1 Traffic Safety Marketing: Distracted Driving. In their experimental study, How effective are PSAs? There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. Distracted drivers arent just a threat to themselves: theyre a danger to everyone else on the road. Distraction can be broken down into three overarching types. 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. Secure .gov websites use HTTPS 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 ( Per favore scegli la tua regione 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. ). Almost 70% of the sample rated the PSA on the Left me with a bad feeling side of the scale. This lighthearted PSA doesnt need a graphic car crash to make its point. Bruner, 2009: p. 15 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. This paper examines the impact that a public service announcement featuring a fear appeal to discourage distracted driving has on the perceptions and intentions of a sample (N = 102) of Texas State University students. 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). Necessary cookies are absolutely essential for the website to function properly. 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. (2021). This study has implications for social marketers and public safety organizations. It Starts with You: Zero Tolerance for Distracted Driving, 2021 National Sheriffs' Association. 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. Suddenly, the ad shocks the audience by showing each driver crash their vehicle as a result of their distraction. Anderson, 1995: pp. The students viewed a thirty- second PSA before completing a self-report questionnaire. 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). The absurdity of texting while kissing or during yoga makes you question why texting while driving would be any different. But opting out of some of these cookies may affect your browsing experience. Lennon, Rentfro and OLeary (2010) , 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). 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. ). Suddenly, the driver in front of them made an illegal left turn through a red light. 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. She was texting at the time of the crash. Watch: Faces of Distracted Driving: Get the Message: http://www.youtube.com/watch?v=vjmlv1rbGKE.
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