In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). Cramer, Mayer and Ryan (2007) Show More. ; Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). 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 ( In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. Chaudhary, N.K., Connolly, J., Tison, J., Solomon, M., & Elliott, K. (2015). LaTour & Zahra, 1989: p. 61 You will be subject to the destination website's privacy policy when you follow the link. Yet, the present study did not find support for the third-person effect. These cookies may also be used for advertising purposes by these third parties. National Highway Traffic Safety Administration. What Kills More People Drunk Driving Or Texting And Driving? The other part of RQ 1 concerned the impact of an anti-distracted driving PSA on student intentions. Dahl, Frankenberger, & Manchanda, 2003 What percentage of drivers are distracted? These results, as well as the results of similar studies on this topic, seem to suggest that there is room for positive appeals in campaigns to prevent socially undesirable activities. 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. Cady was rushed to the hospital with critical injuries and died the next day. Any of these distractions can endanger you, your passengers, and others on the road. These campaigns generally fall under the umbrella term of social marketing. Loud music. Using an app. Amos Johnson Asheville, North CarolinaWATCH: http://www.youtube.com/watch?v=RcRTwKminbQOn May 10, 2010, 16-year-old Ashley Johnson was killed when she lost control of her vehicle, crossed the center line, and hit a pickup truck head-on. Lennon, Rentfro and OLeary (2010) These questionnaires were removed from the sample. PSAs use ethos, pathos, and logos, which makes them effective. One tactic that is commonly found in these messages and studied in past research is the use of shocking content and/or appeals to fear ( Australia's Traffic Accident Commission has developed a 45-second TV commercial to help drivers recognize just how far their car travels when they take their eyes off the road for a few moments. With this in mind, it may be necessary for social marketing messages to either include more intense fear-arousing content or try an alternative approach altogether if they are to successfully impact young adults. Distracted Driving PSAs & Infographics - National Sheriffs' Association Reduce distractions for the driver by assisting with navigation or other tasks. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Exploring the Effectiveness of Distracted Driving PSA (Public Service DISTRACTED DRIVING - Adobe Slate These findings are in line with those of prior research, which have often found that males and females respond differently to PSAs using fear appeals, with females being more responsive. Texting or emailing while driving was as common among students whose grades were mostly As or Bs as among students with mostly Cs, Ds, or Fs. Lewis, Watson, Tay, & White, 2007 ). NHTSA, 2011 It focuses on Josh, a driver who likes to text and watch movies while behind the wheel. 7.02 eng.pdf - Can a Public Service Announcement PSA help reduce the The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. Previous research has looked at the ways in which fear is used and the effectiveness of doing so ( In other words, one could argue that this cohort has been desensitized. In their review of numerous studies that have utilized fear appeals, Write the claim you will present in your argument essay. A public service announcement, or PSA, can be defined as, a type of advertising, sponsored by either government agencies or other organizations, to promote causes and activities generally considered socially desirable ( They help us to know which pages are the most and least popular and see how visitors move around the site. Graphic PSAs Increase Texting While Driving - Phys.org ; argument_organizer4.rtf - Argument Organizer Choose one of ). The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( Among these younger drivers, 9% of them were distracted at the time of the crash. When asked if they knew someone who had been involved in a car accident, injured or killed as a result of texting while driving, 75.5% of respondents answered No and 24.5% of them answered Yes. Theres a number of them out there, and they range from funny takes on our inability to multitask to heartbreaking interviews with car crash victims. Murry, Stam, & Lastovicka, 1996: p. 1 10 CDC's GDL Planning Guide National Highway Traffic Safety Administration. The absurdity of texting while kissing or during yoga makes you question why texting while driving would be any different. analyzed college students responses to controversial AIDS prevention advertisements. SOLUTION: 7.04 write argumentative essay - Studypool Seeing as both males and females have the capacity to engage in distracted driving and they are both included in the target audience of PSAs designed to discourage such behavior, it is reasonable to study how each gender responds to the social marketing messages they encounter. Choose one of the following questions to answer for the argument ). The cookie is used to store the user consent for the cookies in the category "Other. The Affective Response (General) Scale by chastise social marketers for their pervasive use of threatening messages and describe their concerns regarding the negative effects of these campaigns. Still, some positive benefits have been found to exist from using fear-based or shocking content within advertisements. review of fear-inducing advertisements. had a very large sample of 840 adolescents view two separate fear-based advertisements discouraging distracted driving behaviors. claim that threatening advertisements have been widely used in the social marketing of road safety (p. 48). RQ 2: Do responses to the PSA differ according to gender? By making these modifications, the study results could be generalized to the larger population. A Public Service Announcement does have the ability to reduce the number of distracted driving incidents by bringing the population's attention to the issue. PSAs are effective in reducing driving incidents, they allow watchers to see for themselves the dreadful impacts of texting and driving, PSAs convince and remind the watcher to not text and drive at the same time. The students in this sample reported that they did text while driving even though most students (44.1%) strongly disagreed that the PSA made texting while driving seemed more dangerous than it actually was. Roughly equivalent percentages of the sample expressed they Liked and Disliked the PSA with the modal response being neutral. ). They note that not every individual responds to fearful messages in the same way; rather, responses to fear appeals depend on the perceptions people develop concerning the enormity of the pending danger and on their evaluations of its effect ( Distraction can be broken down into three overarching types. these results, it does seem as though the PSA evokes the sought after intentions in the sample. But opting out of some of these cookies may affect your browsing experience. Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. This cookie is set by GDPR Cookie Consent plugin. PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. Chaudhary, N.K., Casanova-Powell, T.D., Cosgrove, L., Reagan, I., & Williams, A. Learn how to drive distraction away and get drivers to keep their eyes (and mind) on the road. Some states have installed rumble strips on highways to alert drowsy, distracted, or otherwise inattentive drivers that they are about to go off the road. ; 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.. 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 ( Don't drive blind Watch on "Thank You" (2010). Lennon, Rentfro and OLeary (2010) Let us show you how to connect the dots between human error reduction and fewer incidents, better engagement and stronger support for safety. Rogers, 1983 Lennon, Rentfro, & OLeary, 2010: p. 95 This theory attempts to explain and predict how individuals will respond to a communication message utilizing appeals to fear. 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 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. The PSA ends with the Put it down campaign logo and lists the NHTSA as the sponsor. Intentions to engage in distracted driving were measured by asking students to rate their agreement or disagreement regarding the likelihood that they would text while driving and speak up when they were passengers with a driver who is texting. Remind them driving is a skill that requires the drivers full attention. National Highway Traffic Safety Administration. "This latest operating system includes a Do Not Disturb While Driving mode (DND) that can block notification of incoming calls and texts when your iPhone senses driving motion or is connected. 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. Anderson, 1995: pp. NHTSA, 2011 The researcher first wanted to know how many individuals in the sample had previously seen the PSA used in the present study. NHTSA, 2011 Watch: Faces of Distracted Driving: Get the Message: http://www.youtube.com/watch?v=vjmlv1rbGKE. Distracted driving is a huge issue in our society. , 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). A PSA can help reduce the number of distracted driving incidents. Brennan and Binney (2010) Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. Do PSA help reduce the number of distracted driving incidents? Park and Salmon (2005) 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 ( Hastings, Stead, & Webb, 2004: pp. 1) Social marketingits uses and appeals. Fortunately, after some eye-opening training on a closed track, Josh comes to see firsthand just how risky it is to mentally multitask while driving. There are no cellphones and no one takes their eyes off the road. ). Dahl, Frankenberger. To do this, a chi-square test was run for gender and intention to text while driving. Brennan & Binney, 2010 Anything that takes your attention away from driving can be a distraction. The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. Dahl, Frankenberger and Manchanda (2003) Question: Can A Public Service Announcement Psa Help Reduce The Number Of Distracted Driving Incidents. NHTSA, 2011 (Looking at others for mistakes to keep yourself safe is such a useful habit that its a core skill taught with SafeStart.). 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). When asked to rate their agreement on the statement, It is less dangerous to read text messages while driving than to write them, a slight majority (34.3%) reported that they strongly disagree. This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. This rant is a segment from Canadas Rick Mercer Report. The driver, an 18-year-old man, had picked up his phone to make a call and didn't see the light turn. Lewis, Watson, & Tay, 2007: p. 58 Like the previous clip, this video takes place on a driving track. How many accidents are caused by distracted driving each year? 11 Distracted Driving Awareness Commercials and PSAs Lennon, Rentfro & OLeary, 2010: p. 96 The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. 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. The subjects in the study did find the illustrated behaviors to be more distracting that they previously believed, a seemingly positive effect of the advertising appeal ( These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. Dahl, Frankenberger, & Manchanda, 2003 Veuillez choisir votre rgion And phones arent even the biggest cause of distraction. Distracted driving isnt just a stupid mistake. Emphasize that texts and phone calls can wait until arriving at a destination. Relationship between Gender and Response to Fear Appeals. Approximately 60% of respondents reported they strongly agreed that the PSA is believable and that the PSA should be played on television. When asked if they were able to discern which organization sponsored the PSA, just under one-quarter (24.5%) of the sample agreed that they could do so. Efforts to stop people from texting while driving are not working, as shown by the numbers. Distracted driving is a leading cause of car accidents in the country. ). Can A PSA Help Reduce the Number of Distracted Driving Incidents? But nothing has quite the visual impact of ads, public service announcements and other videos aimed at curbing distracted driving. 39% of high school students who drove in the past 30 days texted or emailed while driving on at least one of those days. This study focused specifically on the distracted behavior of text messaging while driving. A Public Service Announcement (PSA) can help reduce the number of distracted driving accidents by explaining the horrible effects of distracted driving and the best ways to prevent distracted driving. Lewis, Watson, & Tay, 2007: pp. Business Hours:9:00am-5:00pm ET, M-F. Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. Texting and driving is the leading cause of car accidents in the US. doi: 10.4236/ajc.2015.34008, Home | About SCIRP | Sitemap | Contact Us. ). Distracted driving is doing another activity that takes the drivers attention away from driving. NHTSA leads the national effort to save lives by preventing this dangerous behavior. Argument OrganizerChoose one of the following questions to answer for the argument essay in this module.Does our state do enough to prevent distracted driving?orCan a Public Service Announcement (PSA) help reduce the number of distracted driving incidents?Part OneWrite the claim you will present in your argument essay.Write the counterclaim that you will refute in your argument essay. This cookie is set by GDPR Cookie Consent plugin. What makes PSAs effective? Thats a lot of groundbut it can also be hard to visualize. Is Parallel Parking On The Driving Test In Ny? The majority of people said that safety and PSA messages are useful, with some saying that they are more effective than other media. Seriously. National Highway Traffic Safety Administration. Find out makes a great PSA along with the best PSA examples from the award-winning video experts at RaffertyWeiss. Concerns Regarding the Use of Fear Appeals. Kelson died the next day. Schoenbachler & Whittler, 1996 To explore this question, the data were analyzed for correlations between a question about a generalized audience (third-persons) and a question specific to the respondent (first-person). NHTSA, 2011 In line with this research, Joel & Dianne Feldman Springfield, PennsylvaniaWATCH: http://www.youtube.com/watch?v=dPrZCCjrFLsOn July 17, 2009, 21-year-old Casey Feldman was struck and killed by a distracted driver as she crossed the street in Ocean City, New Jersey. Hastings, Stead, & Webb, 2004 Some studies have shown that even more graphic appeals, such. believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest. Moreover, even though drivers of any age could suffer consequences of driving distracted, there seems to be a greater propensity for younger drivers to engage in this behavior. Distracted Driving | Transportation Safety | Injury Center | CDC But in fact, these technologies distract our brains even long after youve used them.. 974- 975, http://dx.doi.org/10.1207/s1532754xjprr0703_03, http://dx.doi.org/10.1016/j.jbusres.2009.02.006, https://www.marketingscales.com/sites/default/files/v6sample.pdf, http://dx.doi.org/10.3200/JACH.56.2.181-184, http://dx.doi.org/10.1017/S0021849903030332, http://search.proquest.com/docview/220130827?accountid=5683, http://dx.doi.org/10.1108/EUM0000000002548, http://dx.doi.org/10.1016/j.trf.2006.05.001, http://dx.doi.org/10.1080/02642069.2011.531124, http://dx.doi.org/10.1177/107769900508200103, http://dx.doi.org/10.1080/00913367.1996.10673511, http://dx.doi.org/10.2105/AJPH.2009.187179. U.S. Department of Transportation Releases "Faces of Distracted Driving WASHINGTON U.S. Transportation Secretary Ray LaHood today released a new public service announcement (PSA) promoting the U.S. Department of Transportations Faces of Distracted Driving series, which has been viewed over 100,000 times since its launch in November 2010. Essentially, the theory posits that individuals will experience four processes when they are exposed to a threatening message: they evaluate how severe the threat is to them, the likelihood that the threat will affect them, how to eliminate or manage the threat, and whether they are able to perform the actions necessary to cope with the threat ( Part . 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 ad discourages distracted driving by portraying three different drivers, each using a cellular telephone while driving, in what appears to be an everyday American setting. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. Advances in Journalism and Communication,03,71-78. Teen's PSA, "Distracted Driving - It's More Than Texting" Goes National. The risks are great and lead to unfathomable results. Lewis, Watson, Tay amd White (2007) The goal of the ad is to elicit fear and compliance into the audience by insinuating that they, too, could have a vehicle wreck on the road if they use their cell phones while driving. Almost 70% of the sample rated the PSA on the Left me with a bad feeling side of the scale. ). http://creativecommons.org/licenses/by-nc/4.0/, Received 20 October 2015; accepted 2 December 2015; published 7 December 2015. There are three main types of distraction:2, Sources: National Highway Traffic Safety Administration, 2010-2013external icon, 20142018external iconand 2019external icon. If a person tries to text or call while they are driving, they don't get any money. 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. 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. ; Safe driving requires maximum attention because there are other users on the road. Having a Public Service Announcement (PSA) will reduce the distracted driving incidents because, people will show the serious consequences, raise awareness, reduce the numbers in distractions car. This age group was selected for two reasons. First, it employed a nonrandom, convenience sample. From 2010 to 2013, NHTSA evaluated distracted driving HVE demonstration projects in four communities. She was cited for inattentive driving and fined $173.40. The sample was comprised entirely of university students, who were critiqued as being a relatively homogeneous group ( The cookie is used to store the user consent for the cookies in the category "Performance". , approximately 20% of the car crashes involving injuries in 2009 were reportedly due to distracted driving. Cell phone records indicate that the driver was texting just prior to the collision. 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 ). 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 ( Comprehensive GDL systems include five components. U Text. Nicholson & Xiao, 2011: p. 2529 Lewis, Watson and Tay (2007) Texting or emailing while driving was more common among older students than younger students (see figure below) and more common among White students (44%) than Black (30%) or Hispanic students (35%). Distracted Driving Campaign | US Department of Transportation Studying the dataset in SPSS led to some conclusions about the sample. ). An official website of the United States government Here's how you know. Cookies used to enable you to share pages and content that you find interesting on CDC.gov through third party social networking and other websites. Distraction can be broken down into three overarching types. RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. 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). Students who texted or emailed while driving were also more likely to report other transportation risk behaviors. ValeneBummara,JinbongChoi, (2015) Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement). Anderson (1995) There are a few more forms of distracted driving that could cause an accident. The AAA Foundation for Traffic Safety participated in a study that documents teens while driving. As part of RQ 1, some questions on the survey asked respondents to give their opinions regarding the PSA. Bob & Eilene Okerblom Santa Maria, CaliforniaWATCH: http://www.youtube.com/watch?v=rr7TfwtO17IOn July 25, 2009, 19-year-old Eric Okerblom was killed when his bike was struck by a truck traveling at 60 miles per hour. It shows the real-life impact of distracted driving on victimsand the effect is profound. Distracted Driving (Psas) - 931 Words | Bartleby (2012). Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Yet, despite this response, the subjects also reported a higher level of intent to behave in the ways depicted in the ads; this reaction is known as the boomerang effect ( 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.