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As cell phones, PDAs, and other handheld devices become more prevalent, the number of crashes attributed to distracted driving continues to climb. There have been various efforts to educate the public about the effects of distracted driving and to discourage them from engaging in it. However, efforts so far have not been able to effect change among drivers, and particularly among teenage drivers.
Building on the research conducted by Decision Research for AAAFTS and the application of new campaign-tested values research, this project will uncover the most effective emotional and values-based language to change driver behavior and reduce distracted driving crashes. Specifically, the goal is to design the most effective message architecture and communications strategy that could support a campaign aimed at young drivers. It will focus on two phases of research (qualitative and quantitative) that will explore, test and refine message concepts and language. This project will craft and test messages as well as outline strategy and tactics for their successful delivery in a local, regional, or national campaign. The project is scheduled to be completed by September 2010.
Last Revised on 06/14/2010
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