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2013 Lifesavers National Conference on Highway Safety Priorities

2013 Lifesavers National Conference on Highway Safety Priorities. Susan Gorcowski Office of Communications National Highway Traffic Safety Administration. April 2013. Educating to Increase Awareness and Reduce Distracted Driving Crashes. NHTSA’s Strategy to Prevent Distracted Driving.

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2013 Lifesavers National Conference on Highway Safety Priorities

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  1. 2013 Lifesavers National Conference on Highway Safety Priorities Susan Gorcowski Office of Communications National Highway Traffic Safety Administration April 2013

  2. Educating to Increase Awareness andReduce Distracted Driving Crashes

  3. NHTSA’s Strategy to Prevent Distracted Driving • Regulatory Campaign • High-Visibility Enforcement • Public Awareness

  4. Odds ratio for secondary tasks in the 100-Car Study

  5. For our program purposes, who are we talking to? • Primary: Young Adult Drivers 16-24 • Secondary: Young Adult Peers • Tertiary: All Drivers

  6. What’s the Key Insight? Young adults live in a constantly connected world where multitasking is part of their DNA. This manifests behind the wheel where they recognize that talking/texting while driving is dangerous, but they do it anyway.

  7. Key Facts • Young drivers report highest levels of phone involvement in crashes. • Young drivers are 2-3 times more likely to send/read texts or e-mails while driving. • As passengers, young drivers are far less likely to ask the driver not to text.

  8. Focus Group Comments on Cell Phones and Driving • “I don’t think singling out cell phones was necessarily the smartest thing to do. I know there are statistics that support it, but has anyone done statistics on how many Big Mac eaters have caused accidents?” • “I think I’m able to multitask so many different things, that it doesn’t really bother me when I’m driving and on the phone.” • “If you know the number you’re dialing, you don’t really have to look at your phone to figure out which buttons you’re pushing.” • “When I’m dialing, I don’t pay attention to the road. I’m looking at the phone, and usually I’m hitting the wrong buttons.”

  9. Focus Group Comments on Texting and Driving • “I’m not looking up. I’m looking down.” • “If I’m doing it, I know what I’m capable of and I know how to expect my own reactions, as opposed to somebody else’s.” • “It depends on who’s driving. Some people can do it, some people can’t. Some people you just don’t want to be in the car with when they’re on the phone.” • “I, like, order my friends around when I’m a passenger. If I’m driving, I want them to shut up and let me drive. But it’s the other way around when I’m a passenger. I just don’t trust people, other people driving, unless they’re my parents.”

  10. NHTSA Campaigns Enforcement Social Norming

  11. NHTSA Ad: Enforcement OMG

  12. NHTSA Ad: Social Norming BAM

  13. NHTSA & Ad Council Campaigns Stop the Texts. Stop the Wrecks. Pedestrian in mall

  14. Project Yellow Light • NHTSA • Mazda Racing Team • Ad Council • NOYS

  15. StopTextsStopWrecks.org

  16. Distraction.gov

  17. Distraction.gov • Campaign tools • Statistics and facts • State laws • Research • Media resources • Material for parents/educators • “Faces of Distraction”

  18. What’s Coming? • New partnerships • New ads/material • Two-year media buy

  19. Questions? 9584-041213-v6

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