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Just Put It Down

Campaign to end texting while driving in Utah
by

McKenna Lane

on 17 December 2009

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Transcript of Just Put It Down

Just Put It Down Focused Marketing Distractions account for almost 80% of all crashes and 65% of near crashes in the U.S. Drivers using cell phones actually showed greater impairment than drivers who were legally drunk. Drivers face 23 times the risk of being involved in an accident when reading or sending a text message than when they are not. Car and traffic accidents are the leading cause of death between people aged 15-19 years old... Car and traffic accidents are the leading cause of death between people aged 15-19 years old... 66% of this age group are sending text messages while driving… Texting while driving is a distraction that is especially enticing to teenagers, and an intervention targeted at this population will help stop this epidemic before it gets worse. The purpose of this campaign is to educate and promote awareness among teenagers in Utah and Salt Lake counties about the negative consequences of texting while driving. Campaign objectives:To provide education about the dangers associated with texting while driving to our target audience.        To develop and execute a successful media campaign that brings awareness to our target audience of Utah law and alerts them to the dangers of texting while driving.         To empower our audience to stop texting while driving and to encourage others to do the same. Campaign Goals:To reduce motor vehicle crashes, injuries, and fatalities caused by distracted driving, such as texting and emailing, by 3 percent in our target audience within one year from the start of the campaign.To increase the percentage of teenagers 15 to 19 years old who do not use their cell phone while driving by 65 percent within one year from the start of our campaign. Market Research What would it take for you to stop texting while driving? A way to text safely while driving like a computer screen on the wind shield. An accident. To see how bad the consequences can be. I don't know- probably just thinking about it. Deciding not to. Take away my phone/texting. Have police officers and guest speakers come to high schools throughout Utah to talk about texting while driving.
Talk about the new law and tell them the consequences if they break the law ie fines and jail time
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