Distracted driving can increase the chance of a motor vehicle crash. She was cited for inattentive driving and fined $173.40. Brennan and Binney (2010) What percentage of drivers are distracted? , 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). Additionally, it would be better if sample were larger. Source: National Highway Traffic Safety Administrationexternal icon, 2019, Sourceexternal icon: Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019. Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. National Highway Traffic Safety Administration (2011) Dahl, Frankenberger, & Manchanda, 2003 Question: Can A Public Service Announcement Psa Help Reduce The Number Of Distracted Driving Incidents. These include banning texting while driving, implementing hands-free laws, and limiting the number of young passengers who can ride with teen drivers. They may have paused for a bit, but they have since resumed. These cookies will be stored in your browser only with your consent. In line with past literature, males and females in this sample responded differently to the message, with females being more responsive. Thats a lot of groundbut it can also be hard to visualize. Cookies used to track the effectiveness of CDC public health campaigns through clickthrough data. In an attempt to combat this dangerous practice, various organizations concerned about public safety, such as municipal police departments, the Department of Transportation and even wireless telephone companies, have created advertisements and public service announcements. Moreover, since they tend to be the target audience, young adults could be helpful in designing the content and messages in distracted driving PSAs. ; WASHINGTON - U.S. Transportation Secretary Ray LaHood today released a new public service announcement (PSA) promoting the U.S. Department of Transportation's "Faces of Distracted Driving" series, which has been viewed over 100,000 times since its launch in November 2010. 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. Crash reconstruction reports showed the driver could not have been looking at the road for 8.75 seconds. ). Judy Teater is a founding board member of FocusDriven, the first national nonprofit organization devoted specifically to raising awareness about the dangers of distracted driving. Qualifying questions were included to ensure that subjects fit into the sample criteria of students aged 18 - 24 attending Texas State University. In other words, if an individual does not perceive the behavior depicted in a PSA to be dangerous or relevant to him/herself, the advertising message might be lost on that person. NHTSA, 2011 ). You also have the option to opt-out of these cookies. Cookies used to make website functionality more relevant to you. Tanner, Hunt, & Eppright, 1991 . U.S. Department of Transportation Releases Faces of Distracted Driving Public Service Announcement, http://www.youtube.com/watch?v=vjmlv1rbGKE, http://www.youtube.com/watch?v=rr7TfwtO17I, http://www.youtube.com/watch?v=NdQDTmKY0vY, http://www.youtube.com/watch?v=dPrZCCjrFLs, http://www.youtube.com/watch?v=VDKOiMSkLxY, http://www.youtube.com/watch?v=aG79X-hYJ_E, http://www.youtube.com/watch?v=Z6iCrZ4AIpw, http://www.youtube.com/watch?v=RcRTwKminbQ, http://www.youtube.com/watch?v=_pHBWyUQxx4, http://www.youtube.com/watch?v=_vB22cW1ZMY, Office of the Assistant Secretary for Research and Technology. Another chi-square test was run for gender and intention to speak up when another driver is texting. found the third-person effect to play out within their study participants. , approximately 20% of the car crashes involving injuries in 2009 were reportedly due to distracted driving. The survey instrument also utilized items from a preexisting scale entitled the Affective Response (General) Scale ( Bitte whlen Sie Ihre Region aus. Secure .gov websites use HTTPS Part One Write the claim you will present in your argument essay. Raising awareness through PSA's is one of the many helpful ways to allow drivers to focus their attention properly on the road. In 2007, Washington state became the first state to ban texting while driving. 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. Nicholson & Xiao, 2011: p. 2529 The present study focuses on a campaign encouraging safe driving, but advertisements exist on a number of other social issues such as environmental protection, drug abuse and safe sex practices. She was texting at the time of the crash. Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. 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. Comprehensive GDL systems include five components. 39% of high school students who drove in the past 30 days texted or emailed while driving on at least one of those days. Lewis, Watson, Tay, & White, 2007 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. points out, one can die by being a distracted driver themselves or as a victim of another individual driving in that manner. They help us to know which pages are the most and least popular and see how visitors move around the site. altered the original Protection Motivation Model in their study of college students responses to fear- provoking messages about sexually transmitted diseases. This study took a quantitative approach to examine the relationship between the independent and dependent variables, and answered the aforementioned research questions. 2.2. Thank you for taking the time to confirm your preferences. Relationship between Gender and Response to Fear Appeals. The distractions comes from text messages, phone calls and radio. ; 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. ). ). 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. Almost 70% of the sample rated the PSA on the Left me with a bad feeling side of the scale. In 2013, 3,154 people were killed in motor vehicle crashes which involved distracted drivers. The driver, an 18-year-old man, had picked up his phone to make a call and didn't see the light turn. 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. ). Whether its adjusting your mirrors, selecting music, eating, making a phone call, or reading a text or emaildo it before or after your trip, not during. ). 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. Rogers, 1983 Lewis, Watson, & Tay, 2007 A lock ( LockA locked padlock ) or https:// means youve safely connected to the .gov website. Hastings, Stead, & Webb, 2004: pp. This is an ad about speeding, not distracted driving. 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. Lennon, Rentfro and OLeary (2010) This paper examines the impact that a public service announcement featuring a fear appeal to discourage distracted driving has on the perceptions and intentions of a sample (N = 102) of Texas State University students. Approximately 15 percent of all motor vehicle . But nothing has quite the visual impact of ads, public service announcements and other videos aimed at curbing distracted driving. Australias Traffic Accident Commission has developed a 45-second TV commercial to help drivers recognize just how far their car travels when they take their eyes off the road for a few moments. Lennon, Rentfro, & OLeary, 2010 974- 975 NHTSA leads the national effort to save lives by preventing this dangerous behavior. Distracted driving is a huge issue in our society. We also use third-party cookies that help us analyze and understand how you use this website. 78.4% of respondents disagreed with the statement The PSA is too graphic. This result could be explained by the fact that the particular PSA shown did not utilize extreme gore as some fear-arousing advertisements do; it could also reflect the notion mentioned in the previous literature that adolescents today are more accustomed to frightening appeals in the media. ). 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 ( ). 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). These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. The number of distracted driving incidents can be reduced by public service announcements. 2.3. Accidents from distracted driving occur when the driver's attention is distracted by external factors such as picking calls, answering texts, or even taking a bite. Efforts to stop people from texting while driving are not working, as shown by the numbers. doi: 10.4236/ajc.2015.34008, Home | About SCIRP | Sitemap | Contact Us. ). Receive email updates about the latest in Safety, Innovation, and Infrastructure. Comprehensive GDL systems include five components 8-9, one of which addresses distracted driving: the young passenger restriction. The Affective Response (General) Scale by Both of these associations suggest that the third-person effect was not present in this sample because students first-person opinions and their opinions concerning others moved in the same direction. RQ 2: Do responses to the PSA differ according to gender? LaTour and Zahras (1989) 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 ( 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. Park and Salmon (2005) 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%). Using an app. As the NSC points out, drivers53% of thembelieve if manufacturers put infotainment dashboards and hands-free technology in vehicles, they must be safe. Davison, 1983: p. 3 In line with this research, 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.. Bruner (2009) If you're in the driver's seat, try to avoid these altogether: Taking selfies. ; Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. An official website of the United States government Here's how you know. What makes PSAs effective? ). 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. You will be subject to the destination website's privacy policy when you follow the link. 10.4236/ajc.2015.34008, Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement), 1School of Journalism & Mass Communication, Texas State University, San Marcos, TX, USA, 2Department of Media & Communication, Sungkonghoe University, Seoul, South Korea. In their review of numerous studies that have utilized fear appeals, In their study of road safety advertisements, This cookie is set by GDPR Cookie Consent plugin. Of course,PSA can help to reduce the number,of distracted driving incidents,but not to much.maximum 10%,because people can't still realize how dangerous it is,before they won't face the same problem.But we can see here second view of point.Maybe PSA can help reduce the number of distracted driving more,than 10% ?.. Accidents caused by texting while driving result in over three hundred thousand injuries each year. Teen's PSA, "Distracted Driving - It's More Than Texting" Goes National. 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. ). Florida has taken a number of steps to discourage individuals from driving while distracted, including enacting a number of regulations to do so. 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. 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. The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( One possible reason for this inconsistency is described in Lewis, Watson and Tay (2007) Centers for Disease Control and Prevention. The cookies is used to store the user consent for the cookies in the category "Necessary". How does the state of Florida prevent distracted driving? There are no cellphones and no one takes their eyes off the road. Tagged Distracted Driving, Driving Safety, Toll-free: (866) 962-9575Direct: (613) 962-9577, phones arent even the biggest cause of distraction, Looking at others for mistakes to keep yourself safe, Traffic Accident Avoided Due to SafeStart. It focuses on Josh, a driver who likes to text and watch movies while behind the wheel. As they were walking beside the road, a 19-year-old driving at 70 miles per hour struck Julie from behind, killing her instantly. ; Afterwards, they will complete a self-report questionnaire regarding their perceptions of the ad and their intent to engage in cell-phone use while driving. Do PSA help reduce the number of distracted driving incidents? Results showed that a significant positive correlation existed between the variables measuring students intention to text while driving after having seen the PSA and students perception that viewing the PSA would help prevent the average 18 - 24 year old from texting while driving. included within the survey asked respondents to rate their emotional response to the PSA. Though This work is licensed under the Creative Commons Attribution-NonCommercial International License (CC BY-NC). Can A Psa Help Reduce The Number Of Distracted Driving Incidents Claim? Bruner, 2009 Part . ; Wilson & Stimpson, 2010: p. 2213 The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. The risks are great and lead to unfathomable results. Talking on the phone. Distractions lead to disaster. The majority of people said that safety and PSA messages are useful, with some saying that they are more effective than other media. This phenomenon is an important topic of study because it is prevalent in American society and can have grave consequences. analyzed college students responses to controversial AIDS prevention advertisements. Heart of the issue will overcome bias , proposes that people will tend to overestimate the influence that mass communications have on the attitudes and behavior of others (p. 3). Advertisements that use these appeals influenceon present viewers with the negative outcomes that they may experience as a result of engaging in the depicted unsafe and/or illegal behaviors ( If you need to go back and make any changes, you can always do so by going to our Privacy Policy page. Contrary to past research, this study did not find support for the third-person effect. Lewis, Watson, Tay, & White, 2007 CDC is not responsible for Section 508 compliance (accessibility) on other federal or private website. Advertisements in this category tend to promote real-life practices or ideas rather than products or services. Official websites use .govA .gov website belongs to an official government organization in the United States. 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 ( U Text. The results of this study demonstrated that participants who viewed the self-efficacy PSAs were better able to discourage others from driving under the influence of alcohol than were the participants who viewed the consequence-based control PSA ( The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". (2019). While the effectiveness of cell phone and texting laws requires further study, high-visibility enforcement (HVE) efforts for distracted driving laws can be effective in reducing cell phone use while driving. The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. A car going 60 mph will travel 88 feet per second. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. Since their son's death, Bob and Eilene Okerblom have become advocates against distracted driving, and Bob is currently biking cross-country to raise awareness. A PSA can help reduce the number of distracted driving incidents. These cookies perform functions like remembering presentation options or choices and, in some cases, delivery of web content that based on self-identified area of interests. The students viewed a thirty- second PSA before completing a self-report questionnaire. For instance, Por favor escolha a sua regio But instead of trying to break a habit of texting and driving, it forces young drivers to use their cellphones while the car is in motion. 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 ( Don't drive blind Watch on "Thank You" Informs safety guides of driving. ; Business Hours:9:00am-5:00pm ET, M-F. Most students in the sample somewhat agreed that, after watching the PSA, they were less likely to text while driving and more likely to speak up when they were passengers; this finding suggests a degree of effectiveness from the fear appeal. The cookie is used to store the user consent for the cookies in the category "Other. Is the anti-texting campaign really effective? Andersons (1995) As quoted by These individuals are more susceptible to media influence and are also more . Lennon, Rentfro and OLeary (2010) In their experimental study, This study has implications for social marketers and public safety organizations. Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. Centers for Disease Control and Prevention. According to a study posted on toddminerlaw's website it states that research hasshown that Florida is the second worst state in the us for distracted driving. You can get the message from the website. Let us show you how to connect the dots between human error reduction and fewer incidents, better engagement and stronger support for safety. Specifically they point out that maladaptive responses, such as ignoring or suppressing the message within the advertisement, can occur in viewers and suggest that only those individuals who are psychologically healthy are actually persuaded by and benefit from such campaigns ( 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 ( This theory attempts to explain and predict how individuals will respond to a communication message utilizing appeals to fear. First, with regard to descriptive characteristics, it was found that the sample was 42.2% male and 57.8% female. & Manchanda, 2003: p. 268, Lewis, Watson, Tay, & White, 2007: p. 213, Hastings, Stead, & Webb, 2004: pp. Park & Salmon, 2005: p. 26 The results of their study showed that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior among the sample ( Tanner, Hunt and Eppright (1991) 20 percent of the distracted driving accidents have been fatal. 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. National Highway Traffic Safety Administration. There is myth that hands-free devices are safe but as this video shows hands-free doesnt mean risk-free. Lennon, Rentfro, & OLeary, 2010 These cookies ensure basic functionalities and security features of the website, anonymously. According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. Half the screen shows the driver and the other half shows the road. ). Distracted driving isnt just a stupid mistake. 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 ( ). This theory, created by 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. The cookie is used to store the user consent for the cookies in the category "Analytics". 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. This tactic is relevant to the present studys topic because, according to The Protection Motivation Theory, originally developed by 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.
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do psa help reduce distracted driving incidents