Is It Worth It
Content
1 “Is It Worth It” Campaign
Laura Harrison Kennedy Bailey Sarah Bilton Allison Garvey Ashley Holt Eric Martino
2 Table Of Contents:
3 Background: (Summarize Paragraphs, give appendix citations) Situation Analysis: In the past 4 years in Provo, there have been 10 fatal accidents, some related to distracted driving. Distracted driving has become a concern in the BYU Community and the Police Force is working to create a safe driving environment. Distracted driving is categorized as anything that takes the driver‟s eyes off the road. Distracted driving activities are texting while driving, adjusting the radio, eating while driving, talking to other passengers and talking on the phone. There is a law in the state of Utah that was passed in 2009 that bans texting while driving. However, 20 percent of BYU students are unaware of this law in Utah and 85 percent of BYU students text while driving. While the majority of students text and drive, 91 percent of students reported that they do not feel safe as a passenger if the driver is texting. Putting away electronic devices, keeping both hands on the wheel and keepings eyes on the road are the best methods to prevent accidents. It is important to address the distracted-driving issue in the BYU community because 89 percent of students have cars. Based on research, students would be most receptive to a message through Facebook. However, this may be a roadblock because efforts to change the student‟s behaviors need to be addressed in more ways than just Facebook. Students may not be willing to give up the convenience of distracted driving. Distracted driving has become so normal to students that no matter how many efforts are made, they may still reach for their phone while driving. When asked what would stop them from distracted driving, the highest response at 73 percent was if a friend or loved one was in a texting and driving accident. This may not be effective because 87 percent of students do not know anyone who was involved in an accident caused by texting and driving. It also may not be
4 important to educate students on the Utah texting and driving laws because only 35 percent reported a law against it would stop them from doing it. Core Problem/Opportunity: If the BYU police force and other administrators fail to change the BYU community‟s distracted driving habits, then automobile accidents will increase and there will be more fatalities in the BYU community. Goal: The BYU Police Force needs to communicate to the student body that the risks associated with distracted driving outweigh the convenience, in order to promote safe driving habits and reduce the number of accidents associated with dangerous behaviors. Objectives: -Informational 1. Increase the percentage of individuals in the BYU community (students, faculty, administrators, Provo residents) who are “Very Aware” of the texting laws from 29 percent to 75 percent by July 1, 2013. 2. Anti-distracted driving media distributed accordingly: internet ads posted on 5 separate websites including BYU homepage, 35,000 e-mail pdf brochures to faculty and parents, 10,000 flyers and the video shown 2,000 times on campus by 1 July. -Motivational 3. Motivate 10,000 people in the BYU community to pledge to not text and drive by July 1, 2013. 4. Increase use of hands-free technology by 100 percent among members of the BYU Community by July 1, 2013. (The current hands-free use is at 24 percent) Key Publics:
5 1. BYU Faculty Demographic and psychographic profile: Demographics: average age range 30-60, middle/upper-middle social class, well educated, most support a family, more than 2 kids on average. Geographically,
most located in Provo or nearby area. They work closely with the student population. Psychographics: passion for education, love of BYU, teaching allows them to influence others. Enjoy the benefits of working in the education sector, care about students and their safety. Busy schedules, need to make the most of their time. Objectives the key public will help accomplish: All objectives Motivating self-interests: productivity, feeling of being a contributor to byu community, having students listen to them, personal safety, safety for their families in Provo. Status of current relationship with the organization: Faculty has a good relationship with the BYU police force because the police force makes their workplace a safe place. The benefits of having a safe campus are high and important to the faculty. Third-party opinion leaders: Colleagues or other professors, administrators/department chairs, students, ecclesiastical leaders, President Samuelson and spouses. Viable communication channels: Campus communication, emails, staff meetings, letters, conferences with President Samuelson, social media, word of mouth and opinion leaders. 2. BYU Students
6 Demographic and psychographic profile: BYU students are generally LDS. They live on campus or in off campus apartment complexes. Fourteen percent of students belong to minorities. Eighty-five percent of students have a car. Their self-interests include being safe on the roads and getting to school in a timely manner. They are very price sensitive and don‟t have an excessive of free time. They care about good grades, getting into specific programs, dating, social life, trying to fit in and they care about their standards. They value time and conveneince because of hectic schedules. They are very involved in texting and social media. They rely on texting to communicate with others. Objectives the key public will help accomplish: 1,3 and 4 and are affected by number 2. Motivating self-interests: Getting good grades, saving and making money, social life, dating, keeping up relationships with friends, making good use of time. Status of current relationship with the organization: The relationship is not the greatest with the BYU Police Force because the Police Force gives out parking tickets, jwalking tickets and bicycling tickets. BYU students aren‟t very aware of the benefits that the BYU Police Force brings to campus. They see the BYU Police Force as power hungry and trying to find ways to fine people. Third-party opinion leaders: Friends, bishops, professors, campus administration, the prophet, celebrities, BYUSA people, parents, roommates, landlords, employers and athletes. Viable communication channels: social media (facebook, hulu, twitter, blogs) campus communication, signs on campus 3. Parents of BYU Students
7 Demographic and psychographic profile: Demographics: Age range from late 30‟s to mid 60‟s. Usually middle class. LDS. usually more than two children, BYU alumni, married and working. Psychographics: love of children, want children to be safe, want children to succeed in school, want them to find a spouse, go on missions, be stable on their own, be independent. They want to keep their children informed. They want their children to obey the law, be informed and be aware of consequences for poor actions. Objectives the key public will help accomplish: 1, 2 and 4 Motivating self-interests: family wellness, being an influence in children's life, having a healthy minded family, keeping their family out of harms way, teaching their children to obey the law. Status of current relationship with the organization: Parents aren‟t really affected by the BYU Police Force, but they do care about their children and the police force keeps their children safe. They may only know what their children tell them about the police force. Third-party opinion leaders: Spouses, parents, relatives, bishops, bosses, friends, children, celebrities, BYU itself. Viable communication channels: BYU Alumni magazine, social media, emails, letters and use of opinion leaders.
Faculty: -Primary Message: Educate your students on safe driving habits. -Secondary Messages:
8 1. Students listen to you and value your opinion and advice and you are a key opinion leader for the students. 2. Educating your students on safe driving habits will lead to safer roads for you and your family. 3. You can directly affect student‟s choice to sign the anti-texting pledge. 4. Students work directly for you in research and secretarial roles and will take from you the wisdom that you give them. 5. Faculty can help change the image of the BYU Police Force by letting students know the benefits they provide for the campus and students. -Primary Message: Be an example to your students by practicing safe-driving habits yourself. -Secondary Messages: 1. Create credibility for the campaign by demonstrating the behaviors you promote. 2. Avoiding distracted driving keeps your family and friends safe. 3. Safe driving will promote good habits for your children in the future. 4. Using a cell phone while driving, whether it's handheld or hands-free, delays a driver's reactions as much as having a blood alcohol concentration at the legal limit of .08 percent. 5. Texting while driving increases the risk of a crash by four times. -Strategy: Motivate faculty and staff to sign the anti-texting pledge -Channel: Workplace communications and events
9 -Tactics: 1. Send an email to all faculty members informing them that they can sign an antitexting pledge. See Appendix 2.1 2. Send a follow up email to faculty members who have not yet signed the pledge. Encourage them that it is quick and easy and beneficial to their safety. Include testimonials of faculty who have already signed the pledge and include stats of antitexting accidents. 3. In the faculty newsletter at the beginning of winter semester, have a main feature article about the dangers of distracted driving and how faculty can make a difference. 4. For each faculty member who signs the pledge, give them an “I signed the pledge” sticker. 5. Give a script that can be read off during weekly faculty meetings about the importance of signing the pledge. See Appendix 2.2 6. Host a luncheon for the first 500 faculty who sign the pledge, give a statement in class about safe driving and encourage students to sign the pledge by educating them on why it is important to do that.
-Strategy: Rally faculty to share information about safe-driving habits with students -Channel: Campus mail and Opinion Leaders -Tactics: 1. Have President Samuelson mail a letter to faculty asking them to encourage their students to practice safe driving habits.
10 2. During a faculty meeting invite a local resident or student who has been a victim or caused an accident by distracted driving. 3. Send through campus mail a pro/con list about the consequences of texting and driving. 4. Department heads to mail a personal reminder of the past letter from President Samuelson about the importance of sharing safe driving habits with students. 5. Provide optional guest speakers to talk to classes for 10-15 minutes on the importance of non-distracted driving.
Students: -Primary Message: The convenience of distracted driving is not worth the risk of putting your life and others in danger. -Secondary Messages: 1. Bascom was driving his pickup while he decided to look at a text, he then swerved off the road and hit a teenage boy that was walking on the side. The next day the teenage boy passed away. 2. To find out more about the Utah State Driving Laws, visit www.distraction.gov 3. Sending or receiving a text takes a driver's eyes from the road for an average of 4.6 seconds, the equivalent-at 55 mph-of driving the length of an entire football field, blind. 4. Text messaging creates a crash risk 23 times worse than driving while not distracted.
11 5. 91 percent of respondents say they feel unsafe as a passenger when the driver is distracted. -Primary Message: If you wouldn‟t drink and drive, don‟t text and drive. -Secondary Messages: 1. Reaction time of drivers whose blood alcohol levels exceeds the legal limit is 4 additional feet.Braking distance of drivers reading a text message is 36 additional feet. Braking time when sending a text message is 70 additional feet.(http://billcummingsllc.com/blog/2011/01/12/distracted-driving-vs-drunk-drivingwhich-is-a-greater-risk-of-causing-fatal-auto-accidents-in-kansas/) 2. In 2007 the percentage of fatalities involving alcohol to those not involving alcohol is 37 percent to 67 percent. (http://negligentdriving.com/distracted.cfm) 3. Reggie Shaw killed two men while he was texting and driving, he went on to serve 30 days in jail. -Strategy: Get students to sign the pledge -Channel: Social Media and Campus Events -Tactics: 1. Host a kickoff carnival where students can learn more about the pledge and sign the pledge on provided computers. Have key sport players kickoff the event by signing the pledge first. 2. Create a BYU Anti-Texting Pledge page for Facebook (See Appendix 2.3) and the first 500 to like to page are entered into win a 50 dollar bookstore gift card.
12 3. Host an event where those whose loved-ones have been affected by a texting and driving accident will speak. Provide incentive for the event by offering giveaways through the Basketball team, Cougareat and Bookstore. 4. Create a T-Shirt for well-known students (athletes, BYUSA President, etc.) and available for purchase, to wear around campus. See Appendix 2.4 5. Host a party at the end of the campaign, like a dance, for everyone who signed the campaign. Have them talk about why they signed the pledge and how it‟s affected their driving habits. -Strategy: Convince students to practice safe driving habits because it will protect them and the people they care about. -Channel: Campus Signage and Social Media. -Tactics: 1. Create a video about safe driving habits to show as students enter into devotional and to post on BYU page. 2. Table tent/ad on the Cougareat table about safe driving habits 3. Giant signs surrounding the Cougareat See Appendix 2.5 4. Put out a free radio podcast giving statistics and tips on safe driving. See Appendix 2.6 5. Internet PSA on BYU homepage. See Appendix 2.7 Parents: -Primary Message: To keep your kids safe, encourage safe driving habits. -Secondary Messages: 1. Breaking the texting and driving law in Utah can put your child in jail and be
13 put on their permanent record. 2. Be an example of safe driving to your children because they value your example. 3. In 2011 a national 3,092 young drivers ages 16-20 were killed in motor vehicle accidents involving a distracted driver. The driver was either texting, eating, adjusting their radio or talking on their cell-phone. (www.froedtert.com) 4. Educate yourself on the Utah State Driving laws so you can educate your children on the laws. 5. Don‟t communicate with your student while they are driving. -Strategy: Encourage parents to advise their college-aged children to practice safe driving -Channel: Print/Digital communications and Social Media -Tactics: 1. Send a news release to the Alumni magazine telling them about the safe-driving campaign. See Appendix 2.8 2. Send an email to parents detailing where students can sign the pledge. 3. Publish a special interest story in the Alumni Magazine about (well known person) and their experience with a distracted driving accident. 4. Email a pdf brochure to parents (and faculty) about Utah‟s State Driving Laws and what they can do to keep their child safe. See Appendix 2.9 5. Encourage via email for them to like Facebook page so they can stay up-to-date on pledge information.
14 6. Personal phone call (automated) about why your son or daughter should sign the pledge. See Appendix 2.10
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Evaluation Please refer to objectives on page XXX Objective #1 (Informational) Criteria: 75 percent of BYU Students say they are “very aware” of the Utah Texting Laws on 1 July. Tool: Conduct a random online sample survey of BYU students on 30 June - 1 July. Objective #2 (Informational) Criteria: Anti-distracted driving media distributed accordingly: internet ads posted on 5 separate websites including BYU homepage, 35,000 e-mail pdf brochures to faculty and parents, 10,000 flyers and the video shown 2,000 times on campus by 1 July. Tool: Production count--Measure media distribution counted by July 1. Objective #3 (Motivational) Criteria: 10,000 people in the BYU community pledged not to text and drive by 1 July. Tool: Have a running total of the number of people that have pledged on Isitworthit.com (where the online form is located to pledge) that reaches 10,000 by July 1. Objective #4 (Motivational) Criteria: Hands-free technology use increased by 100 percent in the BYU Community by 1 July. Tool: Conduct a random online sample survey of BYU students on 30 June - 1 July (The current hands-free use is 24 percent which makes a 100 percent increase create a 48 percent use of hands-free technology).
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Appendix 1: Research Secondary Research: Past Campaigns: The largest anti texting-while-driving campaign to date was started by AT&T. The movement is titled “It Can Wait,” and has multiple elements to discourage drivers from texting at the wheel. The company paired up with over 140 other organizations to get 1 million people to pledge to change their behavior. Through the campaign, an app is available for download that automatically puts your phone on drive mode if it travels 25+ MPH. While in drive mode, the app disables calls and texts. If friends text you, the phone sends out a customizable auto-reply message to inform them that you are busy. The campaign‟s print advertisements have been particularly successful in raising awareness. The ads are called the “last text,” and they feature true stories about the last text drivers sent before they got into an accident. The campaign is organizing events across the country through December, targeting teens and encouraging them to put down their phones. Recording stars Ryan Beatty and Jasmine Villegas appear at many of these to further the cause. Public service announcements, statistics, and a 10 minute documentary were also created by the campaign, available on its website. This anti texting-whiledriving campaign has been featured by ESPN, the Huffington Post blog, USA Today, The Washington Post, Reuters, and MSNBC. It is the most complete, well-known campaign yet. Many other campaigns utilize the materials of the AT&T campaign. However, I see no indication of its ability to change behavior. Research has not indicated that the campaign has made a difference on statistics. More local campaigns have utilized other resources that are more similar to the work our company might complete in Provo. The SJCC chapter of Students Against Violence sponsored an Anti-Texting/Talking week. This included activities, an assembly, a rally, education on the laws, a pledge, and local celebrity speakers. With such a small target public, it was more realistic to do these interactive public relations efforts. This can make a greater, more personal impact. Georgia Southern University organized a campaign called “txt l8r” that is very similar to the type of work that could be accomplished in Provo. The campaign utilized radio and TV public service announcements and placed signage around campus. The idea was to mobilize opinion leaders on campus to promote the idea. Advertisements featured popular students, like
20 athletes, to encourage others to change their opinions about texting and driving. Past Campaigns (2): There have been a number of different campaigns enacted to fight against the dangers of distracted driving in recent years. The most publicized campaign is AT&T‟s Txting & Drivng, It Can Wait Campaign. The campaign was targeted at the youth of the driving generation, included 30-second television commercials and additional 60 and 90 second PSA‟s available on their website. These commercials featured victims of distracted driving and relied heavily on emotional ties to illicit a change in behavior. The campaign heavily utilized social media platforms such as Facebook, Twitter and YouTube to reach their target public. This campaign has been endorsed by various high profile individuals, and it is important to note that this campaign is the only testing and driving campaign to date to reach their level of national exposure. Other notable anti-distracted driving campaigns include Utah‟s Zero Fatalities, which is a statewide movement to make fatalities resulting from distracted driving a nonexistent statistic. Zero Fatalities created a Safety Summit where people are invited to hear from exhibitors and speakers on the issues, as well as a PSA contest for youth to develop anti-distracted driving messages to be posted on their website. Another popular local campaign was the Traffic Improvement Association of Michigan‟s “Remembering Ally: Distracted Driving Awareness Campaign." More than twenty law enforcement agencies joined together to participate in the effort, in addition to numerous high school and college students, concerned citizens and businesses, and members of Ally's family. The campaign used posters, PSA‟s and other materials to warn against these dangers, all of which were created with the ability to be circulated amongst other schools and universities. Georgia Southern University and Wayne State University are amongst other college campuses that have taken an active step towards reducing the impact of distracted drivers. Their campaigns, “txtl8r” and “Safely Drive to Wayne State” used influential student, teacher and family testimonials to caution youth against texting and driving, as well as enacting hands-on exhibits and presentations such as WSU‟s “Arrive Alive Tour.” What is happening with it now? : In order to make people aware that „distracted driving‟ is against the law, many steps have been taken. To start, campaigns have been created to help prevent people from consciously breaking this law. Utah has one website called „zero fatalities—a goal we can all live with.‟ It points out that over the past ten years, fatalities from car wrecks have decreased by 37% but this is only because of an active effort. It has come through improvements on roads, greater law enforcement initiatives and more state agency cooperation. The most important contribution, though, is individual awareness. This can be done through education. In 2011, there were 15 deaths in Utah directly related to distracted driving—that does not include accidents or injuries. This education comes through other mediums besides campaigns. In the last week, two articles have been published by the Salt Lake Tribune concerning the „texting and driving‟ laws in Utah. KSL News informed the community about AT&T Utah „Pledge Day‟ which highlighted the dangers of texting and driving. In 2009, Utah released a PSA about the harm of texting and driving. Blogs covered the news of the governor encouraging Utahans to
21 avoid texting and driving. There are multiple campaigns that target just texting and driving like „Stop the Texts, Stop the Wrecks,‟ and „Safe Texting Campaign.‟ An ad campaign was also done by Fox 13 Now to promote the dangers of texting and driving. Many steps are being taken to help reduce fatalities and injuries of distracted driving but there is still an even greater demand for awareness to significantly reduce the damage distracted driving can cause. Legislative: In 2009, Utah passed an anti-texting and driving law. In 2012, the law expanded to prohibitions on activities such as using apps while driving. These activities include composing a text, entering data and accessing applications. However, using a GPS is not prosecuted against under this law. This law went into effect on May 8th 2012 and was signed by the governor. Also in March of 2012, the House rejected a Senate plan that sought to prohibit use of cell phones by drivers under the age of 18. An exception to this law would be communicating with parents. A fine of $50 would be charged if a minor was caught talking and driving. It was a duplicate of a bill that was attempted to be passed in 2010 and 2011. This bill was inspired by a group of teens who lobbied for a previous attempt to ban handheld cell phone use. Texting and driving is illegal in the state of Utah, but using a cell phone while driving has yet to be passed by both the House and the Senate. Under Utah‟s texting and driving law, someone caught texting and driving now faces up to three months in jail and up to a $750 fine, which is a misdemeanor. If some causes an accident while texting and driving and injures or even kills another person, the punishment can grow to a felony and even a $10,000 fine and at least 15 years in a prison. The texting and driving laws in Utah are considered “primary” laws which means an officer can pull you over just for texting and driving without seeing another offense. Utah also has a law in the works to prosecute against “careless driving.” This is defined as breaking a law, such as rolling a stop sign, while distracted by use of handheld cellphone or similar activities. Using a cell-phone or being distracted while breaking a previous law will bring additional penalties as a secondary violation. The 2009 anti-texting and driving bill is the Utah House Bill 290. This bill prohibits texting while driving and was signed by Governor Jon Huntsman and enforcement began in July of 2009. The vote in the Senate was 26-1 and the vote in the House was 45-29. Stories: There are countless stories that show the tragedies that have happened in Utah county and other surrounding areas with regards to texting while driving. One particularly moving story was that of Reggie Shaw. Shaw killed two men while he was texting and driving, he went on to serve 30 days in jail. The interesting thing about Reggie is that he went on to try to persuade Utah law makes to establish stricter texting and driving laws. Another interesting story is about Jeffery Bascom. Bascom was driving his pick up while he decided to look at a text, he then swerved off the road and hit a teenage boy that was walking on the side. The next day the teenage boy passed away. This was in February of 2012. In May of 2012 the texting and driving laws changed, “An amendment to Utah‟s texting-while-driving law took effect in May, making it illegal to be doing anything on a hand-held wireless communication device except making or receiving a call, or using
22 GPS navigation. Before the change, a driver had to be sending a text at the instant an accident occurred — merely looking at a text or the screen of a cellphone was not illegal.” Statistics: general There are many statistics and studies that support the anti-cellphone use while driving. nationally it is said that 1) cell phone use behind the wheel reduces brain activity by 37 percent, and that 2) cell phone use makes the average driver 23 times more likely to crash. ANother statistic about texting while driving is that “Sending or receiving a text takes a driver's eyes from the road for an average of 4.6 seconds, the equivalent-at 55 mph-of driving the length of an entire football field, blind. 3) Of those killed in distracted-driving-related crashes, 995 involved reports of a cell phone as a distraction (18% of fatalities in distraction-related crashes). (2009, NHTSA) 4) Using a cell phone while driving, whether it's handheld or hands-free, delays a driver's reactions as much as having a blood alcohol concentration at the legal limit of .08 percent. (2009, University of Utah) 5) 20 percent of injury crashes in 2009 involved reports of distracted driving. (2009, NHTSA) 6) In 2009, 5,474 people were killed in U.S. roadways and an estimated additional 448,000 were injured in motor vehicle crashes that were reported to have involved distracted driving. (2009, FARS and GES) 7) 49% of drivers with cell phones under the age of 35 send or read text messages while driving. (2011, Harris Poll) 8) 77% of young adult drivers are very/somewhat confident that they can safely text while driving. (Ad Council, 2011) 9) 85% of respondents who text while driving agree that texting while driving is a problem and 89% recognize that the behavior reduces reaction time. (Ad Council, 2011) 10) 44% of adults say they have been passengers of drivers who used the cell phone in a way that put themselves or others in danger. (2010, Pew Research Center) 11) About half of drivers 16 to 24 said they had texted while driving, compared with 22 percent of drivers 35 to 44. (2009, AAA Foundation for Traffic Safety) Provo Specefic Fatal car crashes and road traffic accident statistics for 2009
Fatal accident count: 2 Vehicles involved in fatal accidents: 3 Fatal accidents caused by drunken drivers: 0 Fatalities: 2 Persons involved in fatal accidents: 6 Pedestrians involved in fatal accidents: 0
Fatal car crashes and road traffic accident statistics for 2008
Fatal accident count: 6 Vehicles involved in fatal accidents: 7 Fatal accidents caused by drunken drivers: 0 Fatalities: 7 Persons involved in fatal accidents: 17
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Pedestrians involved in fatal accidents: 4
Read more: http://www.city-data.com/accidents/acc-Provo-Utah.html#ixzz2Bq6OYnaQ Primary Research: Our Survey:
Our Results: 117 replied 84% female 32% male 76% have a car 29% are very aware of the Utah State Texting While Driving Laws 60% have heard about the laws 20% didn't know there where laws against texting while driving 85% have phone visible while driving 85% have texted while driving 80% check texts while driving 91% don't feel safe as a passenger if the driver is texting 83% answer phone while driving 57% do not use a dictation program to “talk” the message 53% consider texting at a stoplight texting while driving 44% don't consider it texting while driving 83% haven't had a friend in an accident Speeding was the most broken law at 60% 72% always wear seatbelt 44% consider texting to be the most distracting activity while driving Of those surveyed, they would be most receptive to a message via Facebook at 40% The number one thing that would stop students from texting while driving is if a friend or loved one died in an accident (73%)
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Appendix 2: Tactics 2.1- Email
November 28, 2012 Name Lastname Head of Department BYU Police Force [email protected]
Dear Faculty,
We have a great opportunity to make a big difference on campus. There have been reported Car accidents in or near the BYU campus that involve cell phones or other distracting activities. The BYU Police Force has hired a PR firm to start an anti-distracted driving campaign. As part of the Campaign, A pledge has been established that commits students and faculty to not text while driving. We would be very grateful if you could help our students be safer by setting a good example and taking a few minutes to pledge. Please click the link below to get informed and pledge. Thank you Respectfully, Name Lastname Head of Department BYU Police
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2.2- Faculty Meeting Script Weekly Faculty Meetings Announcement for Distracted Driving Campaign: Is It Worth It? As President of the Board, I have an announcement to make concerning the safety of our students. In recent years, many driving accidents have occurred because of distracted driving. Distracted driving is against the law and we want to encourage our students to abide by these laws. Here are a few more details regarding the laws in Utah: In 2009, Utah passed an anti-texting and driving law. In 2012, the law expanded to prohibitions on activities such as using apps while driving. These activities include composing a text, entering data and accessing applications. However, using a GPS is not prosecuted against under this law. This law went into effect on May 8th 2012 and was signed by the governor. To help reinforce this cause, students have created the ‘Is It Worth It?’ campaign to help facilitate a safer environment on the roads. We have asked faculty and staff to support this cause. Please visit the website to be informed about the campaign and the importance of driving distracted-free. As professors, you can be a significant tool in helping students understand the importance of safe driving habits and being an example as well. There is a pledge, found on the website: isitworthit.org, pledging to be distracted-free drivers. Our goal is to have 10,000 people in the BYU community to sign the pledge. We want to encourage all of you to sign the pledge. You will receive a sticker (similar to the ‘I Voted’ stickers) and the first 500 staff to pledge will be invited to a luncheon to learn more about the campaign. It is also important to inform your students of the laws and safety concerns. Thank you for your support. We hope to see you at the luncheon. (Good stewards of our city)
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2.3- Campaign Facebook page
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2.4- T-Shirt Design
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2.5- Signage
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IS I T
DISTRA CTED DR IV I NG I S 1 0 X DA NGEROUS T HAN DRIVING
85% of r es pondent s wh o te x t problem and 89% recognize
wh ile m e dr iv n g a g r e
W O RT H I
M O R E .
DRUNK .
o m t h e
t h e
wh il e d r iv i n g is a t hat the behav i or r educe s r ea c t io n ti r o a d for an aver s ag e le n g t h o f a n e . n t ir
t h a t texting
Sending or r ec eiv i n ga t e x t t a k e sa driver' s eyes f r of 4 . 6 sec ond , t he eq ui v al ent -a t 5 m ph o f dr iv n g football fi e ld ,blind .
At BYU , t her e is a driving can ruin l i v e s safely. Save l i ve s .
co m m u n it y o f a n d re s u lt in
c a r in g
a b o u t po ten t ia ly
e a c h le t h a l
o t h e r conse q u e n c e s .
D is t r a c t D r iv
2.6- Radio PSA
30 10 seconds: WHICH TEXT WOULD YOU CHOOSE TO SEND IF YOU KNEW… IT COULD BE YOUR LAST? JOIN
THOUSANDS OF OTHER COUGARS IN SIGNING THE ANTI-TEXTING PLEDGE AND LIKING THE “BYU
ANTI-TEXTING PLEDGE” FACEBOOK PAGE. 20 seconds: WHICH TEXT WOULD YOU CHOOSE TO SEND IF YOU KNEW… IT COULD BE YOUR LAST? JOIN
THOUSANDS OF OTHER COUGARS IN SIGNING THE ANTI-TEXTING PLEDGE AND COMMITTING TO SAFER DRIVING. MORE INFORMATION CAN BE FOUND AT THE “BYU ANTI-TEXTING PLEDGE”
FACEBOOK PAGE. 30 seconds: WHICH TEXT WOULD YOU CHOOSE TO SEND IF YOU KNEW… IT COULD BE YOUR LAST?
WHEN YOU SEND OR RECEIVE A TEXT WHILE DRIVING, YOUR FOCUS IS TAKEN FROM THE ROAD FOR
AN AVERAGE OF 4.6 SECONDS. IF YOU’RE DRIVING AT 55 MILES PER HOUR, THIS MEANS YOU’VE TRAVELED THE LENGTH OF AN ENTIRE FOOTBALL FIELD WITHOUT CHECKING THE ROAD!
BYU IS DETERMINED TO MAKE THIS RISKY BEHAVIOR A THING OF THE PAST. JOIN THOUSANDS OF
OTHER COUGARS IN SIGNING THE ANTI-TEXTING PLEDGE AND COMMITTING TO SAFER DRIVING.
MORE INFORMATION CAN BE FOUND AT THE “BYU ANTI-TEXTING PLEDGE” FACEBOOK PAGE. 60 seconds: WHICH TEXT WOULD YOU CHOOSE TO SEND IF YOU KNEW… IT COULD BE YOUR LAST?
“SEE YOU LATER.” OR
31 “THANKS FOR THE COOKIES, MOM!” OR “I’M RUNNING A LITTLE LATE. BE THERE SOON!”
WHEN YOU SEND OR RECEIVE A TEXT WHILE DRIVING, YOUR FOCUS IS TAKEN FROM THE ROAD FOR
AN AVERAGE OF 4.6 SECONDS. IF YOU’RE DRIVING AT 55 MILES PER HOUR, THIS MEANS YOU’VE TRAVELED THE LENGTH OF AN ENTIRE FOOTBALL FIELD WITHOUT CHECKING THE ROAD!
DESPITE THIS DANGER, ALMOST 50% OF COLLEGE-AGE KIDS ADMIT TO TEXTING WHILE DRIVING. BYU IS DETERMINED TO MAKE THAT STATISTIC A THING OF THE PAST. JOIN THOUSANDS OF OTHER
COUGARS IN SIGNING THE ANTI-TEXTING PLEDGE AND COMMITTING TO SAFER DRIVING. MORE INFORMATION CAN BE FOUND AT THE “BYU ANTI-TEXTING PLEDGE” FACEBOOK PAGE.
2.7- BYU.EDU HOMEPAGE BANNER For Publication on the homepage of byu.edu Headline: “Is It Worth It” Campaigns launches on campus Text: BYU Police Force will host a kickoff carnival this Friday to launch their “Is It Worth It” campaign. Students can participate in activates, learn more about safe driving habits and sign an Anti-Texting pledge. Student athletes will co-host the carnival and be the first to sign the pledge. For more information about the carnival and the pledge, please visit www.facebook.com/isitworthit Image: Student athletes wearing the pledge t-shirt.
2.8 – New Release To Alumni Magazine
32 Contact: Laura Harrison 916-337-8787 FOR IMMEDIATE RELEASE November 26, 2012 (Date will change when we figure out the calendar) BYU Police Force Launch “Is It Worth It Campaign” To Keep Student Drivers Safe PROVO- With the purpose of teaching safe driving habits to the campus community, BYU Police Force has launched the “Is It Worth It Campaign.” In the past year, 3,092 young drivers ages 16-20 were killed in motor vehicle accidents involving a distracted driver. The driver was either texting, eating, adjusting the radio or talking on their cell-phone. Brigham Young University Students are encouraged to read and understand the Utah State driving laws. In 2009, Utah passed an anti-texting and driving law. In 2012, the law expanded to prohibit activities such as using apps while driving. Breaking the texting and driving law will be put on the student‟s permanent record and possibly result in jail time. Students are encouraged to sign an anti-texting-and-driving pledge. By signing the pledge, students are promising to keep themselves and others safe while driving. The pledge will unite students in the effort to lower the number of accidents that occur because of distracted driving. Students, faculty and parents are encouraged to visit facebook.com/isitworthit to learn more information about the campaign and pledge. Brigham Young University maintains a state certified police department. The department‟s police officers and dispatchers are certified by the Utah Department of Public Safety. Officers have the same law enforcement powers as other Utah police agencies, including the authority to make arrests. The University Police Department works closely with local municipal, county, state, and federal law enforcement agencies.
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2.10- PHONE CALL
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Personal phone call (automated) about why your son or daughter should sign the pledge PERSONAL PHONE CALL Several traffic deaths this year in Utah—caused by drivers that were texting while behind the wheel—have heightened sensitivity to the unsafe driving habits among college-aged students. Because of this the BYU Police Chief is asking your student to sign a pledge saying they will not participate in distracted driving acts. To keep your student and those around them safe we are asking you, as the parent, to encourage your student to sign the Anti-Distracted Driving Pledge. Doing so will help keep your child and those around them safe. Thank you for taking the time to listen to this message. This message was brought to you by the BYU Police Chief. https://www.facebook.com/choose.to.drive.safe https://www.facebook.com/events/392308234177410/
Laura Harrison Kennedy Bailey Sarah Bilton Allison Garvey Ashley Holt Eric Martino
2 Table Of Contents:
3 Background: (Summarize Paragraphs, give appendix citations) Situation Analysis: In the past 4 years in Provo, there have been 10 fatal accidents, some related to distracted driving. Distracted driving has become a concern in the BYU Community and the Police Force is working to create a safe driving environment. Distracted driving is categorized as anything that takes the driver‟s eyes off the road. Distracted driving activities are texting while driving, adjusting the radio, eating while driving, talking to other passengers and talking on the phone. There is a law in the state of Utah that was passed in 2009 that bans texting while driving. However, 20 percent of BYU students are unaware of this law in Utah and 85 percent of BYU students text while driving. While the majority of students text and drive, 91 percent of students reported that they do not feel safe as a passenger if the driver is texting. Putting away electronic devices, keeping both hands on the wheel and keepings eyes on the road are the best methods to prevent accidents. It is important to address the distracted-driving issue in the BYU community because 89 percent of students have cars. Based on research, students would be most receptive to a message through Facebook. However, this may be a roadblock because efforts to change the student‟s behaviors need to be addressed in more ways than just Facebook. Students may not be willing to give up the convenience of distracted driving. Distracted driving has become so normal to students that no matter how many efforts are made, they may still reach for their phone while driving. When asked what would stop them from distracted driving, the highest response at 73 percent was if a friend or loved one was in a texting and driving accident. This may not be effective because 87 percent of students do not know anyone who was involved in an accident caused by texting and driving. It also may not be
4 important to educate students on the Utah texting and driving laws because only 35 percent reported a law against it would stop them from doing it. Core Problem/Opportunity: If the BYU police force and other administrators fail to change the BYU community‟s distracted driving habits, then automobile accidents will increase and there will be more fatalities in the BYU community. Goal: The BYU Police Force needs to communicate to the student body that the risks associated with distracted driving outweigh the convenience, in order to promote safe driving habits and reduce the number of accidents associated with dangerous behaviors. Objectives: -Informational 1. Increase the percentage of individuals in the BYU community (students, faculty, administrators, Provo residents) who are “Very Aware” of the texting laws from 29 percent to 75 percent by July 1, 2013. 2. Anti-distracted driving media distributed accordingly: internet ads posted on 5 separate websites including BYU homepage, 35,000 e-mail pdf brochures to faculty and parents, 10,000 flyers and the video shown 2,000 times on campus by 1 July. -Motivational 3. Motivate 10,000 people in the BYU community to pledge to not text and drive by July 1, 2013. 4. Increase use of hands-free technology by 100 percent among members of the BYU Community by July 1, 2013. (The current hands-free use is at 24 percent) Key Publics:
5 1. BYU Faculty Demographic and psychographic profile: Demographics: average age range 30-60, middle/upper-middle social class, well educated, most support a family, more than 2 kids on average. Geographically,
most located in Provo or nearby area. They work closely with the student population. Psychographics: passion for education, love of BYU, teaching allows them to influence others. Enjoy the benefits of working in the education sector, care about students and their safety. Busy schedules, need to make the most of their time. Objectives the key public will help accomplish: All objectives Motivating self-interests: productivity, feeling of being a contributor to byu community, having students listen to them, personal safety, safety for their families in Provo. Status of current relationship with the organization: Faculty has a good relationship with the BYU police force because the police force makes their workplace a safe place. The benefits of having a safe campus are high and important to the faculty. Third-party opinion leaders: Colleagues or other professors, administrators/department chairs, students, ecclesiastical leaders, President Samuelson and spouses. Viable communication channels: Campus communication, emails, staff meetings, letters, conferences with President Samuelson, social media, word of mouth and opinion leaders. 2. BYU Students
6 Demographic and psychographic profile: BYU students are generally LDS. They live on campus or in off campus apartment complexes. Fourteen percent of students belong to minorities. Eighty-five percent of students have a car. Their self-interests include being safe on the roads and getting to school in a timely manner. They are very price sensitive and don‟t have an excessive of free time. They care about good grades, getting into specific programs, dating, social life, trying to fit in and they care about their standards. They value time and conveneince because of hectic schedules. They are very involved in texting and social media. They rely on texting to communicate with others. Objectives the key public will help accomplish: 1,3 and 4 and are affected by number 2. Motivating self-interests: Getting good grades, saving and making money, social life, dating, keeping up relationships with friends, making good use of time. Status of current relationship with the organization: The relationship is not the greatest with the BYU Police Force because the Police Force gives out parking tickets, jwalking tickets and bicycling tickets. BYU students aren‟t very aware of the benefits that the BYU Police Force brings to campus. They see the BYU Police Force as power hungry and trying to find ways to fine people. Third-party opinion leaders: Friends, bishops, professors, campus administration, the prophet, celebrities, BYUSA people, parents, roommates, landlords, employers and athletes. Viable communication channels: social media (facebook, hulu, twitter, blogs) campus communication, signs on campus 3. Parents of BYU Students
7 Demographic and psychographic profile: Demographics: Age range from late 30‟s to mid 60‟s. Usually middle class. LDS. usually more than two children, BYU alumni, married and working. Psychographics: love of children, want children to be safe, want children to succeed in school, want them to find a spouse, go on missions, be stable on their own, be independent. They want to keep their children informed. They want their children to obey the law, be informed and be aware of consequences for poor actions. Objectives the key public will help accomplish: 1, 2 and 4 Motivating self-interests: family wellness, being an influence in children's life, having a healthy minded family, keeping their family out of harms way, teaching their children to obey the law. Status of current relationship with the organization: Parents aren‟t really affected by the BYU Police Force, but they do care about their children and the police force keeps their children safe. They may only know what their children tell them about the police force. Third-party opinion leaders: Spouses, parents, relatives, bishops, bosses, friends, children, celebrities, BYU itself. Viable communication channels: BYU Alumni magazine, social media, emails, letters and use of opinion leaders.
Faculty: -Primary Message: Educate your students on safe driving habits. -Secondary Messages:
8 1. Students listen to you and value your opinion and advice and you are a key opinion leader for the students. 2. Educating your students on safe driving habits will lead to safer roads for you and your family. 3. You can directly affect student‟s choice to sign the anti-texting pledge. 4. Students work directly for you in research and secretarial roles and will take from you the wisdom that you give them. 5. Faculty can help change the image of the BYU Police Force by letting students know the benefits they provide for the campus and students. -Primary Message: Be an example to your students by practicing safe-driving habits yourself. -Secondary Messages: 1. Create credibility for the campaign by demonstrating the behaviors you promote. 2. Avoiding distracted driving keeps your family and friends safe. 3. Safe driving will promote good habits for your children in the future. 4. Using a cell phone while driving, whether it's handheld or hands-free, delays a driver's reactions as much as having a blood alcohol concentration at the legal limit of .08 percent. 5. Texting while driving increases the risk of a crash by four times. -Strategy: Motivate faculty and staff to sign the anti-texting pledge -Channel: Workplace communications and events
9 -Tactics: 1. Send an email to all faculty members informing them that they can sign an antitexting pledge. See Appendix 2.1 2. Send a follow up email to faculty members who have not yet signed the pledge. Encourage them that it is quick and easy and beneficial to their safety. Include testimonials of faculty who have already signed the pledge and include stats of antitexting accidents. 3. In the faculty newsletter at the beginning of winter semester, have a main feature article about the dangers of distracted driving and how faculty can make a difference. 4. For each faculty member who signs the pledge, give them an “I signed the pledge” sticker. 5. Give a script that can be read off during weekly faculty meetings about the importance of signing the pledge. See Appendix 2.2 6. Host a luncheon for the first 500 faculty who sign the pledge, give a statement in class about safe driving and encourage students to sign the pledge by educating them on why it is important to do that.
-Strategy: Rally faculty to share information about safe-driving habits with students -Channel: Campus mail and Opinion Leaders -Tactics: 1. Have President Samuelson mail a letter to faculty asking them to encourage their students to practice safe driving habits.
10 2. During a faculty meeting invite a local resident or student who has been a victim or caused an accident by distracted driving. 3. Send through campus mail a pro/con list about the consequences of texting and driving. 4. Department heads to mail a personal reminder of the past letter from President Samuelson about the importance of sharing safe driving habits with students. 5. Provide optional guest speakers to talk to classes for 10-15 minutes on the importance of non-distracted driving.
Students: -Primary Message: The convenience of distracted driving is not worth the risk of putting your life and others in danger. -Secondary Messages: 1. Bascom was driving his pickup while he decided to look at a text, he then swerved off the road and hit a teenage boy that was walking on the side. The next day the teenage boy passed away. 2. To find out more about the Utah State Driving Laws, visit www.distraction.gov 3. Sending or receiving a text takes a driver's eyes from the road for an average of 4.6 seconds, the equivalent-at 55 mph-of driving the length of an entire football field, blind. 4. Text messaging creates a crash risk 23 times worse than driving while not distracted.
11 5. 91 percent of respondents say they feel unsafe as a passenger when the driver is distracted. -Primary Message: If you wouldn‟t drink and drive, don‟t text and drive. -Secondary Messages: 1. Reaction time of drivers whose blood alcohol levels exceeds the legal limit is 4 additional feet.Braking distance of drivers reading a text message is 36 additional feet. Braking time when sending a text message is 70 additional feet.(http://billcummingsllc.com/blog/2011/01/12/distracted-driving-vs-drunk-drivingwhich-is-a-greater-risk-of-causing-fatal-auto-accidents-in-kansas/) 2. In 2007 the percentage of fatalities involving alcohol to those not involving alcohol is 37 percent to 67 percent. (http://negligentdriving.com/distracted.cfm) 3. Reggie Shaw killed two men while he was texting and driving, he went on to serve 30 days in jail. -Strategy: Get students to sign the pledge -Channel: Social Media and Campus Events -Tactics: 1. Host a kickoff carnival where students can learn more about the pledge and sign the pledge on provided computers. Have key sport players kickoff the event by signing the pledge first. 2. Create a BYU Anti-Texting Pledge page for Facebook (See Appendix 2.3) and the first 500 to like to page are entered into win a 50 dollar bookstore gift card.
12 3. Host an event where those whose loved-ones have been affected by a texting and driving accident will speak. Provide incentive for the event by offering giveaways through the Basketball team, Cougareat and Bookstore. 4. Create a T-Shirt for well-known students (athletes, BYUSA President, etc.) and available for purchase, to wear around campus. See Appendix 2.4 5. Host a party at the end of the campaign, like a dance, for everyone who signed the campaign. Have them talk about why they signed the pledge and how it‟s affected their driving habits. -Strategy: Convince students to practice safe driving habits because it will protect them and the people they care about. -Channel: Campus Signage and Social Media. -Tactics: 1. Create a video about safe driving habits to show as students enter into devotional and to post on BYU page. 2. Table tent/ad on the Cougareat table about safe driving habits 3. Giant signs surrounding the Cougareat See Appendix 2.5 4. Put out a free radio podcast giving statistics and tips on safe driving. See Appendix 2.6 5. Internet PSA on BYU homepage. See Appendix 2.7 Parents: -Primary Message: To keep your kids safe, encourage safe driving habits. -Secondary Messages: 1. Breaking the texting and driving law in Utah can put your child in jail and be
13 put on their permanent record. 2. Be an example of safe driving to your children because they value your example. 3. In 2011 a national 3,092 young drivers ages 16-20 were killed in motor vehicle accidents involving a distracted driver. The driver was either texting, eating, adjusting their radio or talking on their cell-phone. (www.froedtert.com) 4. Educate yourself on the Utah State Driving laws so you can educate your children on the laws. 5. Don‟t communicate with your student while they are driving. -Strategy: Encourage parents to advise their college-aged children to practice safe driving -Channel: Print/Digital communications and Social Media -Tactics: 1. Send a news release to the Alumni magazine telling them about the safe-driving campaign. See Appendix 2.8 2. Send an email to parents detailing where students can sign the pledge. 3. Publish a special interest story in the Alumni Magazine about (well known person) and their experience with a distracted driving accident. 4. Email a pdf brochure to parents (and faculty) about Utah‟s State Driving Laws and what they can do to keep their child safe. See Appendix 2.9 5. Encourage via email for them to like Facebook page so they can stay up-to-date on pledge information.
14 6. Personal phone call (automated) about why your son or daughter should sign the pledge. See Appendix 2.10
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Evaluation Please refer to objectives on page XXX Objective #1 (Informational) Criteria: 75 percent of BYU Students say they are “very aware” of the Utah Texting Laws on 1 July. Tool: Conduct a random online sample survey of BYU students on 30 June - 1 July. Objective #2 (Informational) Criteria: Anti-distracted driving media distributed accordingly: internet ads posted on 5 separate websites including BYU homepage, 35,000 e-mail pdf brochures to faculty and parents, 10,000 flyers and the video shown 2,000 times on campus by 1 July. Tool: Production count--Measure media distribution counted by July 1. Objective #3 (Motivational) Criteria: 10,000 people in the BYU community pledged not to text and drive by 1 July. Tool: Have a running total of the number of people that have pledged on Isitworthit.com (where the online form is located to pledge) that reaches 10,000 by July 1. Objective #4 (Motivational) Criteria: Hands-free technology use increased by 100 percent in the BYU Community by 1 July. Tool: Conduct a random online sample survey of BYU students on 30 June - 1 July (The current hands-free use is 24 percent which makes a 100 percent increase create a 48 percent use of hands-free technology).
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Appendix 1: Research Secondary Research: Past Campaigns: The largest anti texting-while-driving campaign to date was started by AT&T. The movement is titled “It Can Wait,” and has multiple elements to discourage drivers from texting at the wheel. The company paired up with over 140 other organizations to get 1 million people to pledge to change their behavior. Through the campaign, an app is available for download that automatically puts your phone on drive mode if it travels 25+ MPH. While in drive mode, the app disables calls and texts. If friends text you, the phone sends out a customizable auto-reply message to inform them that you are busy. The campaign‟s print advertisements have been particularly successful in raising awareness. The ads are called the “last text,” and they feature true stories about the last text drivers sent before they got into an accident. The campaign is organizing events across the country through December, targeting teens and encouraging them to put down their phones. Recording stars Ryan Beatty and Jasmine Villegas appear at many of these to further the cause. Public service announcements, statistics, and a 10 minute documentary were also created by the campaign, available on its website. This anti texting-whiledriving campaign has been featured by ESPN, the Huffington Post blog, USA Today, The Washington Post, Reuters, and MSNBC. It is the most complete, well-known campaign yet. Many other campaigns utilize the materials of the AT&T campaign. However, I see no indication of its ability to change behavior. Research has not indicated that the campaign has made a difference on statistics. More local campaigns have utilized other resources that are more similar to the work our company might complete in Provo. The SJCC chapter of Students Against Violence sponsored an Anti-Texting/Talking week. This included activities, an assembly, a rally, education on the laws, a pledge, and local celebrity speakers. With such a small target public, it was more realistic to do these interactive public relations efforts. This can make a greater, more personal impact. Georgia Southern University organized a campaign called “txt l8r” that is very similar to the type of work that could be accomplished in Provo. The campaign utilized radio and TV public service announcements and placed signage around campus. The idea was to mobilize opinion leaders on campus to promote the idea. Advertisements featured popular students, like
20 athletes, to encourage others to change their opinions about texting and driving. Past Campaigns (2): There have been a number of different campaigns enacted to fight against the dangers of distracted driving in recent years. The most publicized campaign is AT&T‟s Txting & Drivng, It Can Wait Campaign. The campaign was targeted at the youth of the driving generation, included 30-second television commercials and additional 60 and 90 second PSA‟s available on their website. These commercials featured victims of distracted driving and relied heavily on emotional ties to illicit a change in behavior. The campaign heavily utilized social media platforms such as Facebook, Twitter and YouTube to reach their target public. This campaign has been endorsed by various high profile individuals, and it is important to note that this campaign is the only testing and driving campaign to date to reach their level of national exposure. Other notable anti-distracted driving campaigns include Utah‟s Zero Fatalities, which is a statewide movement to make fatalities resulting from distracted driving a nonexistent statistic. Zero Fatalities created a Safety Summit where people are invited to hear from exhibitors and speakers on the issues, as well as a PSA contest for youth to develop anti-distracted driving messages to be posted on their website. Another popular local campaign was the Traffic Improvement Association of Michigan‟s “Remembering Ally: Distracted Driving Awareness Campaign." More than twenty law enforcement agencies joined together to participate in the effort, in addition to numerous high school and college students, concerned citizens and businesses, and members of Ally's family. The campaign used posters, PSA‟s and other materials to warn against these dangers, all of which were created with the ability to be circulated amongst other schools and universities. Georgia Southern University and Wayne State University are amongst other college campuses that have taken an active step towards reducing the impact of distracted drivers. Their campaigns, “txtl8r” and “Safely Drive to Wayne State” used influential student, teacher and family testimonials to caution youth against texting and driving, as well as enacting hands-on exhibits and presentations such as WSU‟s “Arrive Alive Tour.” What is happening with it now? : In order to make people aware that „distracted driving‟ is against the law, many steps have been taken. To start, campaigns have been created to help prevent people from consciously breaking this law. Utah has one website called „zero fatalities—a goal we can all live with.‟ It points out that over the past ten years, fatalities from car wrecks have decreased by 37% but this is only because of an active effort. It has come through improvements on roads, greater law enforcement initiatives and more state agency cooperation. The most important contribution, though, is individual awareness. This can be done through education. In 2011, there were 15 deaths in Utah directly related to distracted driving—that does not include accidents or injuries. This education comes through other mediums besides campaigns. In the last week, two articles have been published by the Salt Lake Tribune concerning the „texting and driving‟ laws in Utah. KSL News informed the community about AT&T Utah „Pledge Day‟ which highlighted the dangers of texting and driving. In 2009, Utah released a PSA about the harm of texting and driving. Blogs covered the news of the governor encouraging Utahans to
21 avoid texting and driving. There are multiple campaigns that target just texting and driving like „Stop the Texts, Stop the Wrecks,‟ and „Safe Texting Campaign.‟ An ad campaign was also done by Fox 13 Now to promote the dangers of texting and driving. Many steps are being taken to help reduce fatalities and injuries of distracted driving but there is still an even greater demand for awareness to significantly reduce the damage distracted driving can cause. Legislative: In 2009, Utah passed an anti-texting and driving law. In 2012, the law expanded to prohibitions on activities such as using apps while driving. These activities include composing a text, entering data and accessing applications. However, using a GPS is not prosecuted against under this law. This law went into effect on May 8th 2012 and was signed by the governor. Also in March of 2012, the House rejected a Senate plan that sought to prohibit use of cell phones by drivers under the age of 18. An exception to this law would be communicating with parents. A fine of $50 would be charged if a minor was caught talking and driving. It was a duplicate of a bill that was attempted to be passed in 2010 and 2011. This bill was inspired by a group of teens who lobbied for a previous attempt to ban handheld cell phone use. Texting and driving is illegal in the state of Utah, but using a cell phone while driving has yet to be passed by both the House and the Senate. Under Utah‟s texting and driving law, someone caught texting and driving now faces up to three months in jail and up to a $750 fine, which is a misdemeanor. If some causes an accident while texting and driving and injures or even kills another person, the punishment can grow to a felony and even a $10,000 fine and at least 15 years in a prison. The texting and driving laws in Utah are considered “primary” laws which means an officer can pull you over just for texting and driving without seeing another offense. Utah also has a law in the works to prosecute against “careless driving.” This is defined as breaking a law, such as rolling a stop sign, while distracted by use of handheld cellphone or similar activities. Using a cell-phone or being distracted while breaking a previous law will bring additional penalties as a secondary violation. The 2009 anti-texting and driving bill is the Utah House Bill 290. This bill prohibits texting while driving and was signed by Governor Jon Huntsman and enforcement began in July of 2009. The vote in the Senate was 26-1 and the vote in the House was 45-29. Stories: There are countless stories that show the tragedies that have happened in Utah county and other surrounding areas with regards to texting while driving. One particularly moving story was that of Reggie Shaw. Shaw killed two men while he was texting and driving, he went on to serve 30 days in jail. The interesting thing about Reggie is that he went on to try to persuade Utah law makes to establish stricter texting and driving laws. Another interesting story is about Jeffery Bascom. Bascom was driving his pick up while he decided to look at a text, he then swerved off the road and hit a teenage boy that was walking on the side. The next day the teenage boy passed away. This was in February of 2012. In May of 2012 the texting and driving laws changed, “An amendment to Utah‟s texting-while-driving law took effect in May, making it illegal to be doing anything on a hand-held wireless communication device except making or receiving a call, or using
22 GPS navigation. Before the change, a driver had to be sending a text at the instant an accident occurred — merely looking at a text or the screen of a cellphone was not illegal.” Statistics: general There are many statistics and studies that support the anti-cellphone use while driving. nationally it is said that 1) cell phone use behind the wheel reduces brain activity by 37 percent, and that 2) cell phone use makes the average driver 23 times more likely to crash. ANother statistic about texting while driving is that “Sending or receiving a text takes a driver's eyes from the road for an average of 4.6 seconds, the equivalent-at 55 mph-of driving the length of an entire football field, blind. 3) Of those killed in distracted-driving-related crashes, 995 involved reports of a cell phone as a distraction (18% of fatalities in distraction-related crashes). (2009, NHTSA) 4) Using a cell phone while driving, whether it's handheld or hands-free, delays a driver's reactions as much as having a blood alcohol concentration at the legal limit of .08 percent. (2009, University of Utah) 5) 20 percent of injury crashes in 2009 involved reports of distracted driving. (2009, NHTSA) 6) In 2009, 5,474 people were killed in U.S. roadways and an estimated additional 448,000 were injured in motor vehicle crashes that were reported to have involved distracted driving. (2009, FARS and GES) 7) 49% of drivers with cell phones under the age of 35 send or read text messages while driving. (2011, Harris Poll) 8) 77% of young adult drivers are very/somewhat confident that they can safely text while driving. (Ad Council, 2011) 9) 85% of respondents who text while driving agree that texting while driving is a problem and 89% recognize that the behavior reduces reaction time. (Ad Council, 2011) 10) 44% of adults say they have been passengers of drivers who used the cell phone in a way that put themselves or others in danger. (2010, Pew Research Center) 11) About half of drivers 16 to 24 said they had texted while driving, compared with 22 percent of drivers 35 to 44. (2009, AAA Foundation for Traffic Safety) Provo Specefic Fatal car crashes and road traffic accident statistics for 2009
Fatal accident count: 2 Vehicles involved in fatal accidents: 3 Fatal accidents caused by drunken drivers: 0 Fatalities: 2 Persons involved in fatal accidents: 6 Pedestrians involved in fatal accidents: 0
Fatal car crashes and road traffic accident statistics for 2008
Fatal accident count: 6 Vehicles involved in fatal accidents: 7 Fatal accidents caused by drunken drivers: 0 Fatalities: 7 Persons involved in fatal accidents: 17
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Pedestrians involved in fatal accidents: 4
Read more: http://www.city-data.com/accidents/acc-Provo-Utah.html#ixzz2Bq6OYnaQ Primary Research: Our Survey:
Our Results: 117 replied 84% female 32% male 76% have a car 29% are very aware of the Utah State Texting While Driving Laws 60% have heard about the laws 20% didn't know there where laws against texting while driving 85% have phone visible while driving 85% have texted while driving 80% check texts while driving 91% don't feel safe as a passenger if the driver is texting 83% answer phone while driving 57% do not use a dictation program to “talk” the message 53% consider texting at a stoplight texting while driving 44% don't consider it texting while driving 83% haven't had a friend in an accident Speeding was the most broken law at 60% 72% always wear seatbelt 44% consider texting to be the most distracting activity while driving Of those surveyed, they would be most receptive to a message via Facebook at 40% The number one thing that would stop students from texting while driving is if a friend or loved one died in an accident (73%)
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Appendix 2: Tactics 2.1- Email
November 28, 2012 Name Lastname Head of Department BYU Police Force [email protected]
Dear Faculty,
We have a great opportunity to make a big difference on campus. There have been reported Car accidents in or near the BYU campus that involve cell phones or other distracting activities. The BYU Police Force has hired a PR firm to start an anti-distracted driving campaign. As part of the Campaign, A pledge has been established that commits students and faculty to not text while driving. We would be very grateful if you could help our students be safer by setting a good example and taking a few minutes to pledge. Please click the link below to get informed and pledge. Thank you Respectfully, Name Lastname Head of Department BYU Police
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2.2- Faculty Meeting Script Weekly Faculty Meetings Announcement for Distracted Driving Campaign: Is It Worth It? As President of the Board, I have an announcement to make concerning the safety of our students. In recent years, many driving accidents have occurred because of distracted driving. Distracted driving is against the law and we want to encourage our students to abide by these laws. Here are a few more details regarding the laws in Utah: In 2009, Utah passed an anti-texting and driving law. In 2012, the law expanded to prohibitions on activities such as using apps while driving. These activities include composing a text, entering data and accessing applications. However, using a GPS is not prosecuted against under this law. This law went into effect on May 8th 2012 and was signed by the governor. To help reinforce this cause, students have created the ‘Is It Worth It?’ campaign to help facilitate a safer environment on the roads. We have asked faculty and staff to support this cause. Please visit the website to be informed about the campaign and the importance of driving distracted-free. As professors, you can be a significant tool in helping students understand the importance of safe driving habits and being an example as well. There is a pledge, found on the website: isitworthit.org, pledging to be distracted-free drivers. Our goal is to have 10,000 people in the BYU community to sign the pledge. We want to encourage all of you to sign the pledge. You will receive a sticker (similar to the ‘I Voted’ stickers) and the first 500 staff to pledge will be invited to a luncheon to learn more about the campaign. It is also important to inform your students of the laws and safety concerns. Thank you for your support. We hope to see you at the luncheon. (Good stewards of our city)
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2.3- Campaign Facebook page
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2.4- T-Shirt Design
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2.5- Signage
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c a r in g
a b o u t po ten t ia ly
e a c h le t h a l
o t h e r conse q u e n c e s .
D is t r a c t D r iv
2.6- Radio PSA
30 10 seconds: WHICH TEXT WOULD YOU CHOOSE TO SEND IF YOU KNEW… IT COULD BE YOUR LAST? JOIN
THOUSANDS OF OTHER COUGARS IN SIGNING THE ANTI-TEXTING PLEDGE AND LIKING THE “BYU
ANTI-TEXTING PLEDGE” FACEBOOK PAGE. 20 seconds: WHICH TEXT WOULD YOU CHOOSE TO SEND IF YOU KNEW… IT COULD BE YOUR LAST? JOIN
THOUSANDS OF OTHER COUGARS IN SIGNING THE ANTI-TEXTING PLEDGE AND COMMITTING TO SAFER DRIVING. MORE INFORMATION CAN BE FOUND AT THE “BYU ANTI-TEXTING PLEDGE”
FACEBOOK PAGE. 30 seconds: WHICH TEXT WOULD YOU CHOOSE TO SEND IF YOU KNEW… IT COULD BE YOUR LAST?
WHEN YOU SEND OR RECEIVE A TEXT WHILE DRIVING, YOUR FOCUS IS TAKEN FROM THE ROAD FOR
AN AVERAGE OF 4.6 SECONDS. IF YOU’RE DRIVING AT 55 MILES PER HOUR, THIS MEANS YOU’VE TRAVELED THE LENGTH OF AN ENTIRE FOOTBALL FIELD WITHOUT CHECKING THE ROAD!
BYU IS DETERMINED TO MAKE THIS RISKY BEHAVIOR A THING OF THE PAST. JOIN THOUSANDS OF
OTHER COUGARS IN SIGNING THE ANTI-TEXTING PLEDGE AND COMMITTING TO SAFER DRIVING.
MORE INFORMATION CAN BE FOUND AT THE “BYU ANTI-TEXTING PLEDGE” FACEBOOK PAGE. 60 seconds: WHICH TEXT WOULD YOU CHOOSE TO SEND IF YOU KNEW… IT COULD BE YOUR LAST?
“SEE YOU LATER.” OR
31 “THANKS FOR THE COOKIES, MOM!” OR “I’M RUNNING A LITTLE LATE. BE THERE SOON!”
WHEN YOU SEND OR RECEIVE A TEXT WHILE DRIVING, YOUR FOCUS IS TAKEN FROM THE ROAD FOR
AN AVERAGE OF 4.6 SECONDS. IF YOU’RE DRIVING AT 55 MILES PER HOUR, THIS MEANS YOU’VE TRAVELED THE LENGTH OF AN ENTIRE FOOTBALL FIELD WITHOUT CHECKING THE ROAD!
DESPITE THIS DANGER, ALMOST 50% OF COLLEGE-AGE KIDS ADMIT TO TEXTING WHILE DRIVING. BYU IS DETERMINED TO MAKE THAT STATISTIC A THING OF THE PAST. JOIN THOUSANDS OF OTHER
COUGARS IN SIGNING THE ANTI-TEXTING PLEDGE AND COMMITTING TO SAFER DRIVING. MORE INFORMATION CAN BE FOUND AT THE “BYU ANTI-TEXTING PLEDGE” FACEBOOK PAGE.
2.7- BYU.EDU HOMEPAGE BANNER For Publication on the homepage of byu.edu Headline: “Is It Worth It” Campaigns launches on campus Text: BYU Police Force will host a kickoff carnival this Friday to launch their “Is It Worth It” campaign. Students can participate in activates, learn more about safe driving habits and sign an Anti-Texting pledge. Student athletes will co-host the carnival and be the first to sign the pledge. For more information about the carnival and the pledge, please visit www.facebook.com/isitworthit Image: Student athletes wearing the pledge t-shirt.
2.8 – New Release To Alumni Magazine
32 Contact: Laura Harrison 916-337-8787 FOR IMMEDIATE RELEASE November 26, 2012 (Date will change when we figure out the calendar) BYU Police Force Launch “Is It Worth It Campaign” To Keep Student Drivers Safe PROVO- With the purpose of teaching safe driving habits to the campus community, BYU Police Force has launched the “Is It Worth It Campaign.” In the past year, 3,092 young drivers ages 16-20 were killed in motor vehicle accidents involving a distracted driver. The driver was either texting, eating, adjusting the radio or talking on their cell-phone. Brigham Young University Students are encouraged to read and understand the Utah State driving laws. In 2009, Utah passed an anti-texting and driving law. In 2012, the law expanded to prohibit activities such as using apps while driving. Breaking the texting and driving law will be put on the student‟s permanent record and possibly result in jail time. Students are encouraged to sign an anti-texting-and-driving pledge. By signing the pledge, students are promising to keep themselves and others safe while driving. The pledge will unite students in the effort to lower the number of accidents that occur because of distracted driving. Students, faculty and parents are encouraged to visit facebook.com/isitworthit to learn more information about the campaign and pledge. Brigham Young University maintains a state certified police department. The department‟s police officers and dispatchers are certified by the Utah Department of Public Safety. Officers have the same law enforcement powers as other Utah police agencies, including the authority to make arrests. The University Police Department works closely with local municipal, county, state, and federal law enforcement agencies.
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2.10- PHONE CALL
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Personal phone call (automated) about why your son or daughter should sign the pledge PERSONAL PHONE CALL Several traffic deaths this year in Utah—caused by drivers that were texting while behind the wheel—have heightened sensitivity to the unsafe driving habits among college-aged students. Because of this the BYU Police Chief is asking your student to sign a pledge saying they will not participate in distracted driving acts. To keep your student and those around them safe we are asking you, as the parent, to encourage your student to sign the Anti-Distracted Driving Pledge. Doing so will help keep your child and those around them safe. Thank you for taking the time to listen to this message. This message was brought to you by the BYU Police Chief. https://www.facebook.com/choose.to.drive.safe https://www.facebook.com/events/392308234177410/
