"Zero Fatalities"

The following ads are from the "Zero Fatalities" campaign. The first one actually coordinates with a TV spot (see the post below) and does a good job at reminding people that your irresponsible driving will not only affect you, but someone else's father, mother, sister, brother friend, etc. When people are driving recklessly with an invincible attitude, I doubt they're thinking of the far-reaching consequences. Click on the picture to read the ad in more detail.



This ad targets what many teens (and everyone in general) values: your face. Appearance is very crucial to the confidence and self-identification of the teen years and this ad hits the nail on the head. What do you think?


To see the rest of the ads/radio spots/TV spots click here

Prepare yourself.....

These are some pretty impactful videos. Let me know what you think.

http://www.youtube.com/watch?v=9ACvNRZb-zU

http://www.zerofatalities.com/tv_popup.php

FAQ's

This ad originated from the Bucharest (Romania) Traffic Police as a parody of Absolut Vodka ads. We used a little photoshop (thanks David Raleigh!) and altered it to fit our cause. Here's the original

1. Is TWD really a problem?
The amount of people who text message has exploded in recent years. During that same time span, law enforcement has been reporting an increased amount of people who TWD and cause accidents. It is becoming such a problem, in fact, that many states across the county are enacting legislation to prohibit it.

2. How many people die a year from TWD?
Those numbers are hard to collect, as the exact cause of death is not always known. Cell phone records can be retrieved, however, and conclusions can be reached based on this information. As for cell phone use as a whole, AAA Auto Group reports that cell phone use accounts for 2,600 vehicle fatalities and 300,000 collisions annually.

3. Why are youth being targeted?
Youth die from unintentional automobile accidents more than any other age group. Youth also text more than any other age group.

4. Are older people causing TWD accidents as well?
Yes, but less frequently than young people.

5. Is anything being done about it?
Campaigns like Utah's "Zero Fatalities" aims at reducing traffic fatalities and deaths, but texting is grouped together with all "distracted driving" in their media campaign, so some teens may not be getting a clear message. So far, 16 states have banned it, with Oregon and New Hampshire being the two most recent.

6. Is Utah going to implement a ban on TWD?
Yes, as of May 2009, TWD is a Class C Misdemeanor. If caught and pulled over by a police officer, the driver may have to pay up to $750 and 90 days in jail. If texting while driving causes an accident, it is considered a Class B Misdemeanor, which could mean up to $1000 and 6 months in jail or license suspension. Cause a fatality and you may face a fine of up to $10,000+ and 15 years in prison. Texting is a primary offense (you can get pulled over primarily for texting) while talking on your phone is a secondary offense, meaning police can only pull you over for something else, not solely for talking on your phone. However - watch this year's legislative session in Utah or even federal rule for changes in this). For more information on cell phone laws by state, click HERE

7. How do police officers actually enforce anti-TWD laws?
That is a hard one, as some texting drivers likely are good at hiding the behavior. Many police officers also mention that it is difficult to tell if someone is texting or just dialing on their phone. Also, if the cell phone/texting law is secondary, it can only be enforced when the driver is pulled over for committing another offense. Other evidence of the difficulty of enforcement comes from an article from TIME magazine: "a study released [in June 2008] by the non-profit Insurance Institute for Highway Safety found that North Carolina's cell-phone ban for drivers under 18 did not deter them from talking or texting. In fact, cell phone use actually increased slightly after the law took effect on December 1, 2006, from 11% to 11.8% about five months later.

Perhaps most telling, only 100 cell-phone violations were issued in North Carolina to teen drivers in 2007 — a detail that may be of interest to California as it gears up for a similar cell-phone ban for teen drivers under 18 that will take effect July 1."

8. It's so hard not to TWD. What are some things I can do it avoid it?
Ideas include turning it off (so the alert noise or vibrator is not tempting), having a passenger dictate for you, or pulling over.

9. Is talking on my cell phone while driving any better?
Sadly, not really. Read this article to find out why

10. Where can I get Utah crash statistics?
Here on this website. UDOT and the Utah Highway Safety Office can provide additional information as requested.

People are dying: The realities

Loving father of two.












Loving husband and father.











Reggie killed the two men above while TWD. As a result, he completed 100 hours of public service and 30 days in jail, yet he will have to live with this tragedy for the rest of his life. The penalties he received for TWD are now much higher in Utah.

In the UK, Rachel Begg, 19, entered prison for four years after causing the death of a 64 year-old grandmother. Begg was texting while she ploughed into the woman's car at 70 mph.
Chelsea Ann Bragg, 18, was killed in a rollover crash after texting while driving. She veered off the shoulder of the road and then lost control of the car, causing it to roll twice. She was pronounced dead at the scene.
Dana Trammell, 17, was texting someone on her way to her first day of school of senior year when she crashed and was thrown from her vehicle. She was pronounced dead at the scene.









Ashley D. Miller, 18, veered into oncoming traffic and hit another car head-on while she was texting. She and the other driver, a 40 year-old mother of 1, were killed instantly.

A Conflicting Culture

Our culture is addicted to texting. Duh. But it's so funny how all of a sudden we realize the dangers and start restricting its use--no wonder the transition is a little slow and hard to adopt. But, this is nothing new. Remember when smoking was cool? Yeah, movie stars advertised cigarettes on TV and it was everything that is glamorous and beautiful. Then came the the realization of lung cancer, the attack on Big Tobacco, and the Truth Campaign. Suddenly smoking is not so cool anymore--it's even hard to find places to smoke these days. It might take awhile to see texting while driving (TWD) become as rejected as smoking is, but things need to change somehow. Since the addiction to instant communication and gratification won't change soon (that seems to be the whole goal of technology), technology should help facilitate through hands-free technology in the car and the enforcement of these new laws against TWD. So much to think about! But drastic change can be made to our addicted and car-crashing generation. Think about what people would have thought 50 years ago if they knew that in the UK now, you can't even smoke in a pub!

Billboard Idea

Would this get you to stop and think about texting while driving?

If I see you texting whilst driving, I will try to damage your car.

No, I won't, but this facebook group says they will. The cynical message to the left is another example of how humor can be used in the whole "texting while driving" campaign. Yet, in the focus group discussion I had today with high school students, they responded on the majority that the most effective style of messaging to use is scare tactics. Do you think real-life horror stories would make an impact? Would those persuade the fence-texters? Take the story of five talented high school seniors who died in a tragic car accident in 2007 in New York. Cell phone records show a text message was sent from the phone belonging to the driver, Bailey Goodman, at 10:05:52. A reply was sent to her phone at 10:06:29. Thirty-eight seconds later, someone called 911 to report the accident that killed Bailey and her friends. Or take the story of one of our focus group participants today- his cousin caused the death of another person because he was texting while driving. Are scary stories like this really going to help people stop?

A scary story.....

"Come on!" I'm thinking to myself as my frustration starts to mount. The Friday night traffic on University Avenue is stop and go--the result of an accident near 800 North. Suddenly, the vibration of my phone in my pocket takes me away from my frustration and instinctively I reach for it. I flip open the phone and laugh at a message from my roommate. I glance back up at the road and press on the gas, moving forward again in my car. As I do, I press "reply" on my phone and start to respond, looking back down at my little glowing screen. It's not even three seconds when I glance up again and all I see is the glowing red brake lights of the car in front of me and I know I am way too close. I slam on my brakes but dread consumes me--I know I'm going to hit them.............

Okay, so this didn't really happen to me, but it almost did. I'm sure almost everyone who drives has had a situation where they were distracted while driving and had to quickly hit the brakes to avoid a collision. The scary thing is, more and more people are using cell phones, more and more people are texting, and more and more people are doing it while driving. Here are the current facts and statistics:

• Texting is contributing to increasing amounts of preventable accidents. States around the nation are now taking action. California recently banned texting while driving, starting in 2009. Alaska, Louisiana, Minnesota, New Jersey and Washington have banned texting while driving and at least a dozen other states are currently considering it. A recent high-profile train crash which killed 25 people in California is suspected to be partially caused by distractions from texting.

• A Nationwide Mutual Insurance survey of 1,200 drivers last year reported that one in five drivers admitted to texting while behind the wheel……Data about the risks are difficult to obtain because people often do not want to admit they were texting.

• According to a recent study by AAA on teen texting while driving habits, nearly 46% of teens text while driving….Motor vehicle crashes are the No. 1 killer of teens, claiming more than 6,000 15 to 20 year-olds each year.
  

• In a recent study about text messaging, it was proven that reaction time for a driver is slowed by 35% when texting while driving. What is so startling is that Marijuana users' reaction time was only slowed by 21% and only 12% for drivers who are at the legal alcohol limit (RAC Foundation Report).

Even though I am learning these statistics, it's still hard to not check my phone every time it buzzes or rings. The goal of this project is to understand the thinking of teens and young adults and attempt to reduce automobile accidents and deaths that are the result of this risky behavior. Please, throughout this blog give your feedback. What are your feelings about texting while driving? Have you ever had any close calls?