Distracted Driving Community Presentation

Transcription

1 Distracted Driving Community Presentation

2 Distracted driving problem: 2 Despite bans in 47 states, many drivers continue to text behind the wheel Texting is just part of the problem. Drivers also: Read and send s View and update social media Access maps and navigation tools Select and play music and podcasts Take and post photos and videos

3 3 Distracted driving crashes: NHTSA 2015/2016) 3,450 people killed ,000 people injured 2015 Why underestimated? o o o o o Police can t tell Drivers won t say Unable to determine if person dies Records subpoenaed only w/fatality Police crash reports vary Underestimates the problem Distracted driving is contributing to increased traffic fatalities

4 Do as I say, not as I do 4 AAA Foundation 2017 Traffic Safety Culture Index 97% of drivers say texting or ing while driving is a serious or very serious threat to safety, but: 45% of drivers read a text or while driving in the past 30 days 35% admitted to typing one 4

5 Adult drivers are significant offenders 5 AAA Foundation for Traffic Safety 2017 Traffic Safety Culture Index, p. 14 5

6 Types of Distractions: 6 Visual Distractions - (reading, typing, looking at something other than road ahead) Physical Distractions - (eating, drinking, using handheld phones, changing vehicle instruments) Mental Distractions - (hands free phone calls, voice-controlled infotainment systems, talking with passengers) 6

7 Cognitive Distractions: 7 7

8 Texting is a true triple threat 8 8

9 Texting is a growing problem for teens 9 9

10 How Distractions Impact Driving: 10 Slower reaction times Decreased visual scanning Suppressed brain activity Missed cues and decreased accuracy 10

11 Strategies to Reduce Distracted Driving: 11 Education Technology Enforcement Strong laws 11

12 What Can You Do? 12 Put mobile devices away to prevent temptation Know where you re going, program GPS before driving Pull over if you need to make call or text when driving Ask passengers for help Be a good passenger and don t be a distraction Take the Pledge! Don t drive intoxicated. Don t drive intexticated! 12

13 What is AAA Doing? 13 qpolicy and Legislation qpublic Information Campaign qemployee Engagement qbrochures qpledge Cards qpublic Service Announcements qsurvey research qpublic and media appearances qcommunity events qsocial media and websites qdriver education classes qsporting events 13

14 AAA CAMPAIGN DEVELOPMENT

15 Goals: Educate drivers about the consequences of distracted driving Inspire people to change attitudes/behaviors Encourage passengers to speak-up Build public support for stronger laws and better enforcement over the long-term Help make smart phone use while driving socially unacceptable 15

16 Creative concept 16 Hard-hitting, yet brand appropriate, public service campaign Targets adult drivers who would never drink and drive yet routinely use their phone behind the wheel Don t Drive Intoxicated. Don t Drive Intexticated : Helps audiences understand that the consequences of using a smart phone while driving can be the same as drinking and driving Asks the audience: You don t drink and drive, so why do you text and drive? 16

17 CREATIVE CONCEPT 17 Distracted driving kills an average of 9 people and injures over 1,000 every day in America. Put down your phone. Lives depend on it. 17

18 18 Public Service Announcement: DAD MOM 18

19 Market research Focus groups 19 Eight two-hour focus groups in Dallas, TX and Irvine, CA Many consumers are quite conflicted when it comes to their phone use while driving. They know it s unsafe but they do it anyway. They hate when others do it but then do it themselves. They hate the risk but love the convenience. qonly a few said they never use the phone when driving. Those who don t are more likely to be older (55+), without kids at home and/or not employed full time. 19

20 Market research focus groups: 20 Worried/ Concerned Sad/Depressed Shocked Results: The initiative is highly effective and likely to change behavior Had some impact on every focus group participant Most said the PSA would likely change their behavior Unique due to the comparison with drinking, risk for children and use of statistics Intexticated term is memorable Elicited strong emotional responses The PSA was an aha moment for me. It was convincing and a shift in the narrative. 20

21 Focus Groups Responses to PSA: 21 21

22 Initial results of campaign: 22 Based on data collected 6 weeks after the initial launch, we saw: A spike in web traffic, particularly immediately after the launch An increase in search terms connecting AAA clubs to distracted driving An increase in social media activity 22

23 CAMPAIGN LAUNCH MEDIA COVERAGE 23 Over 250 TV, radio and print local news stories with a combined audience of over 40 million across all ACE markets

24 This is a page title 24 24

25 CAMPAIGN SPORTS MARKETING PARTNERS 25 qin May, AAA teamed up with NASCAR driver Joey Logano and a local Kansas City area high school to demonstrate the dangers of texting and driving in a cone course qevent was covered by all local Kansas City media outlets, resulting in 26 TV and radio stories reaching an audience of over half a million qduring the race weekend, PSA aired on jumbo screens at Kansas Speedway 25

26 EMPLOYEE ENGAGEMENT

27 Employee Engagement 27 Campaign is designed to: Educate nearly 14,000 ACE employees on the risks associated with distracted driving in 21 states Empower them to advocate for and reinforce the campaign message to help reduce intexticated driving Engage them in the mission and purpose of AAA and reinforce organization s culture and values

28 Take the pledge "I recently lost my uncle. His daughter, my cousin Ashley Ramirez, was killed in a motorcycle accident a few years back. She was killed by a distracted driver off 35 and Colorado in Oak Cliff. My uncle s health and hope went downhill from his loss. She was one of my youngest cousins and lost her life at the age of 21." - Henry Ramirez III, Coppell Texas Texas East Central Missouri 28

29 Community Call to Action 29 AAA.com/DontDriveDistracted Take the Pledge 29

30 Questions? 30 Doug Shupe (213) Thank you! 30