1.6 million crashes are caused by cell phone use while driving. Emphasize that texts and phone calls can wait until arriving at a destination. define a fear appeal as a persuasive communication attempting to arouse fear, promoting precautionary motivation and self-protective action (p. 97). Analytical cookies are used to understand how visitors interact with the website. This is an ad about speeding, not distracted driving. The present study aims to examine the effectiveness of a public service announcement against distracted driving on a convenience sample of college students attending Texas State University. National Highway Traffic Safety Administration (2011), Lennon, Rentfro, & OLeary, 2010: p. 96, Lennon, Rentfro, & OLeary, 2010: p. 95, Dahl, Frankenberger. Responses were analyzed to gauge the effectiveness of the PSA and look for the presence of gender differences and the third-person effect within the sample. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? Therefore, organizations such as the National Highway Traffic Safety Administration have tried to create persuasive campaigns to reach drivers and tackle this hazardous activity. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. . Distracted Driving Campaign Under the leadership of U.S. Secretary of Transportation Ray LaHood, the Department of Transportation launched an aggressive national campaign in 2009 to end the dangerous practice of distracted driving, and specifically texting and cell phone use behind the wheel. Lewis, Watson, Tay amd White (2007) In line with this research, ValeneBummara,JinbongChoi, (2015) Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement). 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. ). Lewis, Watson, & Tay, 2007: p. 49 U Text. Anderson, 1995 Thank you for taking the time to confirm your preferences. Lennon, Rentfro, & OLeary, 2010 To receive email updates about this topic, enter your email address: We take your privacy seriously. Show More. With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. Lennon, Rentfro & OLeary, 2010: p. 96 (2021). (2019). The majority of people said that safety and PSA messages are useful, with some saying that they are more effective than other media. This study has implications for social marketers and public safety organizations. The cookie is used to store the user consent for the cookies in the category "Performance". She was killed when rescuers were unable to get her out of the burning wreckage. The 30-second PSA, Get the Message, features clips from people who lost loved ones in distracted driving crashes and have spoken out through the U.S. Department of Transports Faces of Distracted Driving campaign. Some studies have shown that even more graphic appeals, such. National Highway Traffic Safety Administration. 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). Effectiveness of Safety and Public Service Announcement Messages These cookies ensure basic functionalities and security features of the website, anonymously. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Can A Psa Help Reduce The Number Of Distracted Driving Incidents Claim? 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%). The goal behind this strategy is grounded in the notion that fear makes individuals feel tense and anxious, thus they will seek ways to reduce these feelings ( Yellman, M.A., Bryan, L., Sauber-Schatz, E.K., Brener, N. (2020). Receive email updates about the latest in Safety, Innovation, and Infrastructure. Loren Vaillancourt Huron, South DakotaWATCH: http://www.youtube.com/watch?v=NdQDTmKY0vYOn May 20, 2009, 21-year-old Kelson Vaillancourt was riding with a co-worker to a job site when the driver became distracted and failed to yield at a stop sign. Does our State do Enough to Prevent Distracted Driving? - StudyDriver.com Previous research has looked at the ways in which fear is used and the effectiveness of doing so ( However, you may visit "Cookie Settings" to provide a controlled consent. The questionnaire was comprised of dichotomous (yes/no) questions to obtain background information, as well as Likert scale questions in which respondents indicated their level of agreement or disagreement regarding perceptions of the PSA, and demographic items. Hastings, Stead and Webb (2004) First, it employed a nonrandom, convenience sample. That is, advertising messages in this category may grasp audience awareness in the short-term, but may not necessarily accomplish the objective of enhancing driver safety in the long-term. You can visit the National Highway Traffic Safety Administrationexternal icon(NHTSA) website for more information on how data on motor vehicle crash deaths are collected and the limitations of distracted driving data. Bitte whlen Sie Ihre Region aus. doi: 10.4236/ajc.2015.34008, Home | About SCIRP | Sitemap | Contact Us. Over half of the students perceived the PSA as believable and thought it would be beneficial to air on television. Brennan & Binney, 2010 found that the young men and women in their studys sample did not respond to the public service announcement they viewed in the same manner. So what does it have to do with drivers who arent paying attention? The U.S. Department of Transportations Faces of Distracted Driving video series shines a light on the tragic consequences of texting and cell phone use while driving. Do PSA help reduce the number of distracted driving incidents? Suddenly, the ad shocks the audience by showing each driver crash their vehicle as a result of their distraction. Public Service Announcement (PSA) - 46 Words - Internet Public Library But in fact, these technologies distract our brains even long after youve used them.. Visually distracted drivers avert their gaze from the road, manually distracted drivers remove their hands from the steering wheel, and cognitively distracted drivers lose focus while driving ( Murry, Stam, & Lastovicka, 1996: p. 1 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. Can You Shoot A Hawk If It Is Killing Your Chickens? Currently, the main source of distracted driving is cell phones. The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. This tactic is relevant to the present studys topic because, according to Wilson & Stimpson, 2010: p. 2213 Anderson (1995) NHTSA, 2011 Distraction can be broken down into three overarching types. 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 ( If you're in the driver's seat, try to avoid these altogether: Taking selfies. Lewis, Watson and Tay (2007) ). They may have paused for a bit, but they have since resumed. Its a deadly trend on American roads, and its getting worse. According to the Best Examples of PSAs: Why PSAs Work and Why They Don't ; Distracted driving in America is not a trivial issue in today's society. CDC is not responsible for Section 508 compliance (accessibility) on other federal or private website. This cookie is set by GDPR Cookie Consent plugin. The students viewed a thirty- second PSA before completing a self-report questionnaire. 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. You also have the option to opt-out of these cookies. These results are highly representative of normal driving populations, where most respondents have not been involved in a collision or received a moving violation within the past 5 years. Distracted driving is dangerous, claiming 3,142 lives in 2020. Nine percent of drivers involved in fatal crashes are reported to have been distracted. This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. Dahl, Frankenberger, & Manchanda, 2003 The cookies is used to store the user consent for the cookies in the category "Necessary". Copyright 2015 by authors and Scientific Research Publishing Inc. 974- 975 For instance, If a person tries to text or call while they are driving, they don't get any money. These include banning texting while driving, implementing hands-free laws, and limiting the number of young passengers who can ride with teen drivers. The researcher searched for and viewed several public service announcements online on the issue of distracted driving before selecting one to utilize in the present study. A focus of the previous literature on fear appeals in advertising is what, if any, differences exist with regard to gender as a variable. After the projects were complete, observed driver cell phone use fell from: 4.1% to 2.7% in the Sacramento Valley Region in California, Graduated driver licensing (GDL) is a system which helps new drivers gain experience under low-risk conditions by granting driving privileges in stages. Moreover, recent research has shown that deaths resulting from distracted driving have risen more than 25% since 2005 ( Table 24 summarizes the self-reported information about the subjects' driving experiences. But this video is what happens when you strip away the dramatization. SOLUTION: 7.06 write argumentative essay - Studypool , 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). All the videos on this list so far have focused on the problem. Distracted driving is one of the fastest growing safety issues on the roads today. I thank all of the families of distracted driving victims who have bravely chosen to share their stories of loss with the world, said U.S. Transportation Secretary Ray LaHood. ). , was described and then modified by Public service announcements are a great way to communicate. Informs safety guides of driving. Get the facts, get involved, and help us keep America's roads safe. ). The questionnaire focused mainly on the behavior of texting while driving because, according to the The results showed that a statistically significant relationship exists between these two variables (2 = 23.867, p = 0.000). If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance. Nicholson & Xiao, 2011: p. 2529 These cookies will be stored in your browser only with your consent. ; Anderson, 1995: pp. Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. And, as All information these cookies collect is aggregated and therefore anonymous. 'Stop the Texts. Stop the Wrecks.' to Help Reduce Distracted Driving Vol.03No.04(2015), Article ID:61738,8 pages Despite the popular use of fear appeals in social marketing, and especially in road safety advertising, inconsistent opinions remain regarding the effectiveness of this strategy ( Many states have enacted laws to help prevent distracted driving. The Affective Response (General) Scale by In line with past literature, a gender discrepancy did appear in responses to the PSA. Centers for Disease Control and Prevention. ). 10 CDC's GDL Planning Guide The AAA Foundation for Traffic Safety participated in a study that documents teens while driving. 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. The third research question sought to determine whether or not the third-person effect would occur within the sample of students. ). Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. Studying the dataset in SPSS led to some conclusions about the sample. 2.3. Texting behind the wheel makes you 23 times more likely to crash, and reduces your reaction time by 35% A public service announcement wouldn't effectively reduce the amount of distracted drivers. We also use third-party cookies that help us analyze and understand how you use this website. ; 1200 New Jersey Avenue, SE 46 Words1 Page. This phenomenon is an important topic of study because it is prevalent in American society and can have grave consequences. ). ; National Highway Traffic Safety Administration (2011) Can a PSA help reduce the number of distracted driving incidents? Do PSA help reduce the number of distracted driving incidents? ; Bruner, 2009: p. 15 Half the screen shows the driver and the other half shows the road. Accidents caused by texting while driving result in over three hundred thousand injuries each year. Lewis, Watson, Tay, & White, 2007 . Cramer, Mayer and Ryan (2007) & Manchanda, 2003: p. 268 Teen's PSA, "Distracted Driving - It's More Than - EndDD Rogers (1983) ). Contrary to past research, this study did not find support for the third-person effect. Advances in Journalism and Communication,03,71-78. Por favor escolha a sua regio Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. How does the state of Florida prevent distracted driving? These rumble strips are effective at reducing certain types of crashes. Another theory commonly referenced in the past literature is the Third-Person Effect. ; review of fear-inducing advertisements. This video features a chorus of teenagers thanking their parents for teaching them how to tie a shoe, ride a bike, play hockeyand to text and drive. These projects increased police enforcement of distracted driving laws and increased awareness of distracted driving using radio advertisements, news stories, and similar media. How effective are PSAs? believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest. One of the biggest distractions, texting and driving, has tried to be solved in many ways.