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. Amos Johnson, Ashley's father, now speaks to local teens about the dangers of distracted driving. 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. define a fear appeal as a persuasive communication attempting to arouse fear, promoting precautionary motivation and self-protective action (p. 97). As cited by other researchers, their model considered the role of the social context of the coping response to a threat communication, introduced the notion that responses may be due to factors other than the communication itself, and emphasized, rather than minimized, the role of emotion ( ). 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. ). Another theory commonly referenced in the past literature is the Third-Person Effect. And, as These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. Davison, 1983: p. 3 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. 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. This study has implications for social marketers and public safety organizations. Talking on the phone. ). ). 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. Cady was rushed to the hospital with critical injuries and died the next day. 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 their experimental study, Table 1. All information these cookies collect is aggregated and therefore anonymous. Tanner, Hunt, & Eppright, 1991 LaTour & Zahra, 1989: p. 61 Does our State do Enough to Prevent Distracted Driving? - StudyDriver.com Gozzi (2011) Brennan & Binney, 2010 Speak up if you are a passenger in a car with a distracted driver. (2010). This theory, created by ). Schoenbachler & Whittler, 1996: p. 52 According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. Rogers, 1983 Recent statistics show that drivers under age 20 had the largest amount of fatal crashes as a result of distracted driving, followed by drivers age 20 to 29 ( Lewis, Watson, Tay, & White, 2007 Secure .gov websites use HTTPS Males were significantly less likely to express intention to both decrease their driving speed and refrain from drinking under the influence of alcohol than were females ( PSAs use ethos, pathos, and logos, which makes them effective. 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 ( All Rights Reserved, National Sheriffs' Educational Foundation, Domestic Violence & Crime Victim Services, Inmate Health Care & Recidivism Task Force, National Law Enforcement Center on Animal Abuse, NSA Crisis Management & Communication Training, Occupant Protection/Child Passenger Safety. ). 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. The present study lacked a pre-test to compare students initial opinions to those after viewing the PSA. Comprehensive GDL systems include five components. Chaudhary, N.K., Casanova-Powell, T.D., Cosgrove, L., Reagan, I., & Williams, A. LaTour & Zahra, 1989 more likely to drive after drinking alcohol. A car going 60 mph will travel 88 feet per second. Putting on makeup. Cookies used to make website functionality more relevant to you. Show More. 46 Words1 Page. U Pay. The sample was comprised entirely of university students, who were critiqued as being a relatively homogeneous group ( Distracted Driving 3,142 Number of people killed by distracted driving in 2020 Source U Drive. Public Service Announcement (PSA) - 46 Words - Internet Public Library 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. There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. Drivers of all ages will be able to learn about the dangers of texting and driving with the use of public service announcements. I thank all of the families of distracted driving victims who have bravely chosen to share their stories of loss with the world, said U.S. Transportation Secretary Ray LaHood. Affective response (general) scale. Traffic Safety Marketing: Distracted Driving. Nine people in the United States are killed every day in crashes that are reported to involve a distracted driver.1. 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). Do PSA help reduce the number of distracted driving incidents? What makes PSAs effective? Can a Public Service Announcement (PSA) help reduce the number of ). included within the survey asked respondents to rate their emotional response to the PSA. Hastings, Stead, & Webb, 2004: p. 975 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% ?.. 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.. Texting and driving is the leading cause of car accidents in the US. The driver, an 18-year-old man, had picked up his phone to make a call and didn't see the light turn. Chaudhary, N.K., Connolly, J., Tison, J., Solomon, M., & Elliott, K. (2015). Andersons (1995) National Highway Traffic Safety Administration. Texting is just too common to be stopped with only a PSA. 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. How many accidents are caused by distracted driving each year? , 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). 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" ( NHTSA, 2011 ). Drivers have also been issued citations for texting and driving or engaging in another distracting activity while driving, and 9 out of 10 have continued to do so. The AAA Foundation for Traffic Safety participated in a study that documents teens while driving. 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. 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. Hastings, Stead and Webb (2004) Distracted driving isnt just a stupid mistake. The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". Texting behind the wheel makes you 23 times more likely to crash, and reduces your reaction time by 35% A public service announcement wouldn't effectively reduce the amount of distracted drivers. Thus, the final sample size in the study was 102 making the response rate for the surveys 93.5%. 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. The good news is that distracted driving PSAs are effective in most cases, but especially with the 18 to 24 age group. Brennan & Binney, 2010 These individuals are more susceptible to media influence and are also more . Lennon, Rentfro, & OLeary, 2010: p. 95

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