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"Eyes On The Road!"

Harrisonburg Police Department's Campaign Against Distracted Driving
by

Taylor Pendergast

on 23 April 2014

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Transcript of "Eyes On The Road!"

"EYES ON THE ROAD!"
HArrisonburg police department's
Campaign Against distracted driving

Taylor Pendergast, Samantha Simon & Callie Timpanaro
RESEARCH
SECONDARY RESEARCH
OTHER CAMPAIGNS
OTHER CAMPAIGNS
CURRENT SITUATION
Drivesmartva.org Pledge
"One Text or Call Could Wreck it All"
Hartford, CT & Syracuse, NY
8 out of 10 crashes are related to distracted driving
50% of drivers involved: Ages 17-25
Zero reported for crashes due to distracted driving in Harrisonburg
July 1, 2013 New Law
Citations in Virginia vs. Citations in Harrisonburg
PRIMARY RESEARCH
RESEARCH QUESTIONS
METHODS
RESULTS
HPD Survey
Our texting and driving survey
Differences in message exposure
Optimism Bias
Knowledge Score: 5.68/12
Witnessing Driver use cellphone as a passenger
41% Often
23% Very Often

Frequency of texting as a driver
35% Sometimes
33% Rarely
4% Very Often
Frequency of answering phone call as a driver
50% Often
27% Very Often
swot analysis
Strong reputation with Harrisonburg community
Multiple outlets of communication channels and technology
Majority perceives HPD as being somewhat friendly
Majority aware that distracted driving can cause accidents


STRENGTHS
WEAKNESSES
Younger ages and lower knowledge scores predicts more distracted driving habits
Select People that do not respect or agree with the Harrisonburg police department and/or the distracted driving campaign.
HPD has a weak relationship with James Madison University students.


Harrisonburg community reported 0 crashes due to distracted driving
Drive Smart Virginia & Other Campaigns Success serves as model
Our new partners will provide credibility and help us reach more publics
Recent laws and current law enforcement
Knowledge levels do not correlate with levels of optimism bias/willingness to learn/intention to avoid
Participants more likely to learn with positive messages
OPPORTUNITIES
Need to stay connected to others
Instant gratification of sending and receiving information
Lack of ticket distribution and law enforcement
The average knowledge score was 5.98 out of 13
People unaware of the variety of activities that make up distracted driving
Optimum bias & sense of invincibility
THREATS
PROBLEM STATEMENT #1
With Harrisonburg being a ‘college town’, students struggle to maintain a positive perception of the Harrisonburg police officers.
To better the reputation of HPD with the proactive nature of the distracted driving campaign
REPUTATION GOAL
PROBLEM STATEMENT #2
Harrisonburg Police Department is facing difficulty reaching different publics in regards to distracted driving, and as a result, it is still being practiced in the community
To Increase HPD's relationship with other Harrisonburg organizations and create better relationships with Harrisonburg community members and JMU Students
RELATIONSHIP GOAL
PROBLEM STATEMENT #3
Many people feel a sense of invincibility in regards to distracted driving and accidents occurring from it, therefore some drivers choose to partake in the activity or ignore information pertaining to it
To reduce the habit of distracted driving within the Harrisonburg community
TASK GOAL
GOALS
1) To better the reputation of HPD with the proactive nature of the distracted driving campaign

2) To increase HPD's relationship with other Harrisonburg organizations and create better relationships with Harrisonburg community members and JMU students

3) To reduce the habit of distracted driving within the Harrisonburg community
TO BETTER THE REPUTATION OF HPD WITH THE PROACTIVE NATURE OF THE DISTRACTED DRIVING CAMPAIGN
Show audiences that HPD has their best interest in mind
involve hpd in local media outlets
Safety-based opinion statement in The Breeze & Daily News Record
Educational Gathering
Direct Mail Newsletter
Brochure distributed to newly licensed drivers at DMV
TACTICS
INCREASE HPD's RELATIONSHIP WITH OTHER HARRISONBURG ORGANIZATIONS AND CREATE BETTER RELATIONSHIPS WITH HARRISONBURG COMMUNITY MEMBERS AND JMU STUDENTS
Establish alliances in community
Student-based publication channels
CONTACT LIST
Dick Myers Dodge Car Dealership – Suzy Anthony
(540) 433-1600, santhony@dickmeyers.com

Joe Bowman Chevrolet Car Dealership – Courtney Rodgers
(540) 908-2803, Courtney@joebowmanautoplaza.com

Berea Christian School Driver’s Education Class - David Showalter
540-830-3669

Turner Ashby High School Driver's Ed - Cindy Ferek
540-828-2008, cferek@rockingham.k12.va.us

Harrisonburg DMV - Doug Stader
540-801-0374, Doug.stader@dmv.virginia.gov

Harrisonburg Public Information Officer-Mary-Hope Vass
540-432-7701, MaryHope.Vass@harrisonburgva.gov

TACTICS
Informational Brochure with mail-in pledge attachment
Informational Flyers on JMU campus & High Schools
JMU’s Breeze & Potty Mouth
Press Release to announce new alliances
materials
TO REDUCE THE HABIT OF DISTRACTED DRIVING IN THE HARRISONBURG COMMUNITY
hpd enforcement
PUBLICIZE HPD's stance on distracted driving
TACTICS
Feature Story in Breeze & Daily News Record
Direct Mail with opinion statement
Press Release on HPD’s position
Accident & Statistic based fliers on JMU campus
Special Event Educational Seminar with Speaker
Pledge against Distracted Driving (online & paper)
materials
BUDGET
goal 1:
goal 3:
goal 2:
TOTAL:
$2,370
$250
$2,600-2,800
$5,220-5,420
EVALUATION
goal 1:
goal 3:
goal 2:
Attitude-based survey
Post-survey to customers of alliances
Collaboration with HPD
Tracking Media Coverage
Number of pledges signed
materials
KEY PUBLICS
ACTIVE
AWARE
APATHETIC
LATENT
Rockingham Casualty Company customers
Blue Ridge Insurance Services, Inc. customers
Harrisonburg DMV (Doug Stader)
Ed Turner Ashby High School
Berea Christian School
• James Madison University Safe Rides
• Rockingham Casualty Company
• Blue Ridge Insurance Services, Inc.
• Harrisonburg DMV
• Ed Turner Ashby High School
• Berea Christian School
• Harrisonburg Office of Public Information

Drivers, who are aware that distracted driving is dangerous, however do not care about the issue and changing their behaviors.
James Madison University Students
Newly licensed and inexperienced drivers of Harrisonburg
Drivers over age 50
Drivers, who are distracted while driving, But do not realize the consequences of their behaviors.
James Madison University Students
Newly licensed and inexperienced drivers of Harrisonburg
Full transcript