Final Campaign PDF

7/31/2019 Final Campaign PDF

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Research

Background

The External EnvironmentAs a nation, our chances of being involved in a car accident increases every day. The

number of violations and traffic issues continually increase. Peoples feelings toward drivinghave become relaxed and they treat driving lightly. Seventy seven percent of Americans drivealone to their jobs, while an additional 11 percent carpool. Most states allow individuals to drive

unaccompanied by the age of 16, and all states require individuals to have a license in order todrive a vehicle.

Speed limits also vary by state and even by roads. Many people argue that speed limitsare set too low and other argue they are set too high. Most drivers exceed speed limits by 5-15mph if it looks like there are not cops present. Over 100,000 people a day receive a speedingticket in this country. There are over 41,000,000 speeding tickets per year. One in every sixdrivers will get a speeding ticket this year. The age groups between 17 and 24 years of agereceive the most speeding tickets.

Seat belt legislation is a hot issue right now. Many drivers feel their rights are violatedby seat belt laws. Forty nine states and the District of Columbia have laws regarding the use ofseat belts. In 24 states, the seat belt law is considered a secondary offense and a driver can onlybe ticketed should they be stopped for another reason. Seat belt law effectiveness varies state tostate, but some areas have over 95 percent usage, while others have less than 40 percent usage.

Alcohol related deaths account for 40 percent of total traffic deaths in the United States.Brigham Young University students adhere to the Honor Code, which prohibits the use ofalcohol. Drivers with a blood alcohol content of .10 are six to 12 times more likely to get into afatal crash or incur an injury than drivers with no alcohol.

According to Forbes, the most dangerous day of the week to drive is Saturday. UC

Berkeleys traffic center says speeding is the single greatest contributor to serious crashes,

including not paying attention to weather conditions which require a reduced speed. UC

Berkeley also found that fatal crashes are 14 percent more likely to happen on the first snowy

day of the season compared with subsequent ones. Accidents are 36 percent more likely to

occur in January than in July, according to the National Highway Traffic Safety Administration.

Using a cell phone while driving quadruples your risk of crashing. Eating, tuning the radio,

putting makeup on, and other such distracted behaviors are just as dangerous as texting,

emailing, or talking on the phone. Passengers are one of the most frequently reported causes for

distraction, with young children being four times more distracting than adults and infants being

eight times more distracting.


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Out of concern that BYU students may be involved in preventable automobile accidents,BYUSA desires a communications effort that will encourage safe driving in the BYU

community. Brigham Young University Student Service Association (BYUSA) is a student-operated organization made to serve the students and they hold many campus events that arevery popular with the student body. They have offered a budget of $5,000 to this campaign forsafe driving in the BYU community. BYUSA is well known by the BYU community and theyhave access to several unique channels such as student email addresses and on-campusadvertising.

The Product, Service or Issue

The issue we have encountered is that while BYU students follow the honor code andstrive to live by the example of Jesus Christ, their driving choices can be reckless andirresponsible, which can lead to accident, injury, and even death. There are many choices thatpeople can make to improve their driving awareness and safety. Avoiding distractions,following traffic laws, and remaining alert can attribute to safe driving.

BYU students are living on a budget and cannot afford to not follow traffic laws.Breaking traffic laws have consequences such as:

Speeding (1-10 MPH over the limit): $50 bail Speeding (11-15 MPH over the limit): $75 bail Speeding (16-20 MPH over the limit): $125 bail Speeding (21-25 MPH over the limit): $200 bail Speeding (31+ MPH over the limit): mandatory court appearance plus additional $10 per

mile over the speed limit and $400 bail Speeding in a school zone, first offense (0-9 MPH over the limit): $67.50 bail Speeding in a school zone, first offense (10-19 MPH over the limit): $168.75 bail

No registration in vehicle: $40 No insurance: mandatory court appearance and $400 bail No valid license: $40 bail

Moving violations require a $32 surcharge on top of the bail amount; add a $10 traffic

surcharge to that total in Salt Lake County.

The average cost of a speeding ticket is $150. The average raise in insurance costs forone speeding ticket over the course of 3 years is $900. Even being in accidents causes fiscalrepercussions. There will be an accident ticket that has to be paid, paying for damages tovehicles, paying for injuries, and paying damages should someone lose their life. Insurance ratesgo up for traffic violations, as well. The average cost (including wages, productivity loses,medical expenses, administrative expenses, motor vehicle damage, etc.) for each death in amotor vehicle accident is $1,130,000. Average cost for each nonfatal disabling injury is$61 600 Average cost for each property damage crash is $7 500 insurance companies such as


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driving campaigns around Utah include: Zero Fatalities; Heads Up (pedestrians); Sleep Smart,Drive Safe (drowsy driving); Click it or Ticket (seat belts); Dont Drive Stupid (good decision

making); Drive to Stay Alive; Truck Smart (truckers); Buckle Tough (seat belts); Boost til 8(child safety); Spot the Tot (child safety); Snap (seat belts); Never Leave Your Child Alone(child safety) and Road Respect (road rage).

Zero Fatalities is the mother program and the backbone to many other safe drivingcampaigns in Utah (Click it or Ticket, Heads Up, Sleep Smart, Drive Smart). These campaignscover five different driving dangers.

Drowsy driving Distracted

Aggressive Impaired Driving Not Buckling Up

On the Zero Fatalities site, there are sites for Utah, Nevada, and Arizona all with

statistics about fatalties. Statistics cover everything, including pie graphs of weather conditions,

age groups, gender, main roads, fatalities types, what holidays and road conditions. These are

just fatalities, not crashes. Utah has done the most extensive public relations efforts andadvertising for zero fatalities.

Competition

One competitor to our safe driving campaign is the high occurrence of exceeding the

speed limit on the highways. Drivers feel they must go with the flow of traffic and therefore put

their safety in jeopardy. Additionally, many drivers, especially during the holiday season, wish

to arrive at their destinations quickly and will drive over the speed limit to do so. Distractionswhile driving, drowsiness and road construction also are competitors this campaign must

overcome to be successful.

Resources

BYU offers many resources that may be used in this campaign. BYU has facilities forstaged events, campus newspapers, BYU Television, BYU website, bulletin boards, standing

banners around campus, volunteers from BYUSA, and sporting events. BYU also has manyintervening publics, including sports icons, school officals, peers, news media outlets, faculty,and BYUSA leaders.

SWOT


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BYU community There are pre-established mediums of

communications. I.e. emails, wardcommunications, dorms andapartments.

Driving habits can be generalizedthroughout the entire community ofstudents and faculty

This campaign supports ideas and

behaviors with which nobody willdisagree.

other passengers. Retention of message Lack of awareness of current Utah and

BYU safe-driving efforts Faculty lacks adequate resources and

knowledge of unsafe driving habits tohelp encourage safe habits.

Opportunities

There is a great opportunity toaugment the already good reputationof BYUSA

To increase student and faculty

support of safe-driving efforts To protect the lives of students and

faculty and create a safer and moresafety-aware BYU community

Ensure a stronger future for Utah byinstilling positive driving values inyoung families and young adults

Reduce the number of accidents

involving students and faculty Promote life-long safe driving habits

Threats

Ongoing road construction on majorhighways and state roads

Poor and already unsafe driving habitswill be difficult to change

Utah weather can be inconsistent andincreased awareness and safe drivingtechniques need to be taught for thosesituations

Driving situations, distances and habitsare different for each student andfaculty member

Public Profiles

Students living on campus

Demographics: 18-19 years old, single, on a meal plan, low or no income Psychographics: Primarily LDS, socially minded, constantly around peers

Self-interests: success in school, dating, forming friendships, being social Influentials: teachers, peers, resident advisers, ward leaders, parents, celebrities Prime information channels: wards, hall meetings, Internet, facebook, bulletin

boards in dorms, word of mouth, campus events, email. Relationship to client: Has the strongest relationship - they participate in

BYUSA activities and services more than others.


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Prime information channels: wards, social networking, email, Internet, television Relationship to client: little or no influence

Married students living off campus

Demographics: 18-30 years old, married, already has children or planning forchildren, low income, one or both are students

Psychographics: family-oriented, LDS, involved in church and communityactivities, social

Self-interests: success in school, expanding family, establishing family traditions Influentials: parents, teachers, peers, ward leaders, political and social opinion

leaders (experts) Prime information channels: wards, Internet, social networking, television Relationship to client: little or no connection with BYUSA

Student Employees

Demographics: 18-30 years old, low income, part time, single or married Psychographics: LDS, hardworking, busy, live on a budget Self-interests: earning an income, success in school, job security Influentials: peers, supervisors, boss, co-workers Prime information channels: email, employee meetings, training Relationship to client: both are headed by BYU

Faculty and Staff

Demographics: Middle age, most have families, employed by the University Psychographics: Career people, LDS or at least follow the Honor Code, family

oriented. Self-interests: student success, their own research and publications, job security,money, family, time,

Influentials: Administration, supervisors, First Presidency, peers Prime information channels: Faculty meetings, email, wards, department

newsletters/magazines Relationship to client: little or no connection to BYUSA

Administration Demographics: Middle age, have families, employed by the University, Psychographics: LDS, family-oriented Self-interests: student success, money, University reputation, Influentials: The First Presidency and other church leaders, previous

administrators, peers


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Psychographics: caring, philanthropists, LDS, volunteer their time Self-interests: improve BYU, create successful events and opportunities for BYU

students Influentials: BYUSA advisers, administrators, campus president Prime information channels: meetings, email, texting, social media Relationship to client: they volunteer for the client

Situation Analysis

Brigham Young University (BYU) is a university in Provo, Utah, hosting roughly

33,000 undergraduate students as well 4,500 faculty and staff; most of whom are affiliated withThe Church of Jesus Christ of Latter-day Saints and adhere to a strict code of conduct known asthe Honor Code. The Honor Code encourages commitment to morality, integrity and honesty.Brigham Young University Student Service Association (BYUSA), is the student serviceorganization affiliated with BYU that assists students in upholding the schools Honor Code andpromotes the physical and spiritual well-being of the student body. Because the BYUSA seesunsafe driving as a serious threat the the physical well-being of the BYU community they haveoffered $5,000 to create a communication effort to increase safe driving among the BYU

community.

Salt Lake City has recently been rated the sixth most dangerous city to drive in. Morethan a 1/3 of Utah driving fatalities occurring in 2010 involved college aged adults. Many ofthose deaths were BYU students. Statistics show that educating publics on safe driving habitssignificantly decreases fatalities.

Obstacles working against efforts to encourage safer driving include: road construction,

rushing to get home quicker, driving distractions and inclement weather. Eighty-five percent

wear seat belts when driving, but only 74 percent wear seatbelts as a passenger. Of those

surveyed, 20 percent use cell phones 2-3 times per week when traveling and 17 percent use it

daily. Seventy-four percent spend less than five hours driving per week, while 35 percent drive

alone. There is very little awareness of outside safe driving campaigns, with the most well

known being about seat belt safety. Majority of single students surveyed claim the motivations

for safe driving are to avoid paying for repairs from accidents, avoid tickets, avoid injury and

avoid death. Majority of married students surveyed responded that the motivation for safe

driving is their family.

Core Problem

BYU students show a lack of awareness of safe driving campaigns around Utah with


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Goal

The goal of the communication effort is to raise awareness and provide sufficienteducation to motivate the BYU community to practice safe driving habits.

Objectives

Decrease driving accidents among BYU students by 25% , from 295 to 220 byNovember 2012.

Raise awareness of the risk factors in driving by 25% by November 2012. Risk factorsinclude drowsiness, speeding and driving distracted.

Decrease amount of distract driving from 84% to 50% by November 2012 Reduce the amount of passengers not wearing seat-belts from 26% to 10% by November

2012. Increase the amount of those who value obeying traffic laws from 85% to 95% by

November 2012. Reducing the amounts of speeding tickets from1,943 to 1,575 by November 2012 Decrease amount of fatalities from 54 to 30 by November 2012

Key Public: Freshmen residing on-campus

Public Profile

Demographics: 18-19, single, have meal plans, low income/no income

Psychographics: LDS, social (constantly around peers) Self-interests: school, grades, social life, dating Influentials: teachers, friends, RA, Ward leadership, parents Prime Information Channels: wards, hall meetings, internet, social networking,

bulletin boards in dorms, word of mouth, campus events, e-mail Relationship to Client: Probably has the strongest relationship because they participate

in BYUSA activities and services the most

Messages

Primary Message: Your first year at BYU determines your whole experience. Drive safely toensure you see the rest of it.Secondary Messages:

Thirty-seven percent of Utah traffic fatalities in 2010 occurred in Salt Lake County and


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Secondary Messages:

Speeding is the greatest contributing factor in traffic accidents

Thirt-seven percent of Utah traffic fatalities in 2010 occurred in Salt Lake County andUtah County

The average cost of a non fatal car accident is $61,600 BYU students may only work part time on campus

Strategies and Tactics

To motivate first year students to use caution when driving, even though they haveacquired new freedom, through activities.

Im free, but Im responsible dinner and dance Safe driving and obeying traffic laws iPad contest Posters and collateral material promoting statistics and consequences of unsafe

driving. To be posted in residence halls and student eating facilities Freshman safe driving video contest Seat-belt spaghetti in Freshman dining facilities Posters in residence halls and messages given by RAs at hall meetings

The #1 Cause of Death Among College Students brochure to be on tables andstands at on-campus staged events and sporting events

To encourage driving courteously through residential communication.

Posters in residential halls

Seatbelt? air fresheners handed out at sporting events and BYUSA campus

activities

Safe driving t-shirts Pens promoting safe driving habits handed out at promotional events and at

booths at sporting events

Fliers stating driving statistics placed in residence halls mailboxes

Key Public: Single students residing off-campus

Public Profile

Demographics: 18-26, single, low income may have a part time job Psychographics: LDS, social, growing more self-reliant


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Secondary Messages:

During the Thanksgiving and Christmas breaks you are 5 times more likely to be

involved in a fatal car accident. The most common causes to driving accidents are drowsy driving, distracted driving,

not wearing seat belts, and driving over the speed limit.

The following holiday safe driving tips are from (http://www.iowadot.gov/tips.pdf) Before you start your trip, make sure your vehicle is tuned up and in good shape for

travel. Restrain yourself and your passengers properly in seat belts and car safety seats.

Remember, the rear seat is the safest place for children of any age to ride. Be flexible in setting your travel plans. Leave early if you can to avoid the peak traffic

hours. If snow is predicted during the time you plan to travel, change your schedule. It isbetter to reschedule your get-together than to risk the lives of traveling family or friends.

Forty-one percent of fatal traffic accidents are single vehicle crashes. These crashesmost often occur during the late night/early morning hours and the late afternoon hoursto drivers who are tired, have consumed alcohol, or both.

Keep your speed down. Give yourself plenty of time and distance to react to the traffic

around you. Let impatient and aggressive drivers pass you or go through the intersection ahead ofyou so that you control the situation. Do not pass if you cannot see enough clear road topass safely.

If you dont feel confident with your defensive driving skills BYU offers a safe drivingcourse.

Primary Message: Distracted driving is dumb driving.

Secondary Messages: Because driving requires your full attention, pull off the road if you have to use your

cellular phone Stay fresh and alert when driving. Take plenty of breaks and do not push your-self to

meet an unrealistic schedule. If you get tired, pull off the road into a rest area orbusiness, get out of the car for some fresh air, buy something to refresh you, or just relaxuntil you feel revived. If that doesnt work, find a motel or campground where you canspend the night.

Testimonial of woman whos son was killed by a speeding driver In Utah you can be fined anywhere from $90 to $850 dollars for speeding. According to a texting while driving simulation study performed by associate professor

of psychology at the University of Utah Frank Drews, People who text message whiledriving are six times more likely to get into a crash than people who are not textmessaging while driving and that talking on the phone while driving slows reflexes by


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Accidents resulting in injury or death from texting can be charged with a felony, and up

to $10,000 in fines and 15 years in prison.

Strategies &Tactics

Motivate single off-campus students to drive safely during the holiday season through

staged events and contests.

A video contest where students create a 30 second video to promote safe drivingduring the holidays. The winner will receive a $100 dollar gift card to the BYUBookstore and have their video shown at a BYU football game as well as online

on BYUs website. All videos are to be submitted through a BYUSA SafeDriving channel established on YouTube.

A smashed up car will be displayed at Brigham Square the weeks beforeThanksgiving and Christmas break. On both side of the car there will be posterspromoting safe driving during the holidays and The #1 Cause of Death AmongCollege Students brochure

At designated locations in both Logan and St. George there will be safe drivingpit stops. At these locations free hot chocolate and popcorn will be given out aswell as fliers promoting safe driving. There will also be notices of weather andtraffic conditions.

At the BYU football and basketball home games closest to Thanksgiving andChristmas break there will be a booth set up near the student entrances to thearenas. The booth will distribute free popcorn and messages promoting safedriving during the holidays.

The week previous to Thanksgiving break BYUSA will sponsor a Holiday Safe

Driving Dance. Safe driving materials will be distributed at the dance. To beadmitted into the dance you must sign your name to the safe driving pledge.

Motivate single off-campus students to not drive distracted through social media

Establish a Safe Driving Facebook page affiliated with BYUSAs Facebookpage.

The Safe Driving Facebook page will include links that connect to other safedriving campaigns such as Zero Fatalities and Dont Text and Drive.

For liking the safe driving Facebook page or following safe driving onTwitter, students will be entered in to receive a $100 giftcard to the bookstoreor a basketball signed by Jimmer Ferdette.

Periodic messages will be sent out over Facebook promoting driving withoutbeing distracted.

Periodic messages will be sent out over Twitter promoting driving without


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Key Public: Married students

Public Profiles

Demographics: Makes up 25% of entire student body, live off-campus, between ages

19-28, low income

Psychographics: LDS, attending BYU to achieve a good education, young families, the

majority are recently married, spend time with spouses and children, social, involved in

church activities

Self-interests: Want to keep family safe, want a secure, happy and healthy future with

their family

Influentials: Parents, spouses, President Samuelson, faculty members, BYUSA officers,

church leaders

Prime Information Channels: News media, Internet, BYU TV, Utah radio channels,

on campus print resources and communication.

Relationship to Client: Married students have a general understanding of BYUSA.They generally have been at school for longer periods of time than most students and

know all the services that BYUSA provides. They do not volunteer their time or attend

as many on-campus events as often as other publics.

Messages

Primary Message: The future of your family lies in the hands on the wheel. Dont put an end

to that future: drive safe.Secondary Messages: Traffic accidents are three times more likely to cause a fatality than any other Utah road. Thirty-seven percent of Utah traffic fatalities in 2010 occurred in the Salt Lake County

and Utah County. According to Lieutenant Rick Delion of the Utah Department of Public Safety, There is

nothing sadder than arriving at the scene of a 10-85 Echo to learn that a young couple

and their children are involved. 10-85 Echo is emergency medical code for obvious

fatality.

Utah highway I-15 is the most dangerous state road in Utah.

Young families are the most important social unit in society because of the promise that

your parenting brings to the future of your community. The loss of any of your family

members, including yourself, could cause great hurt to the fabric of society.


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Salt Lake and Utah County account for 37 percent of traffic fatalities in all of Utah in

the year 2010.

Crashing on the highway is painful for you, your family, and your friends. Drivingdistracted could be fatal or cause serious injury to you and to others in your car.

Eating while driving is distracting and very dangerous because it takes your eyes and

attention off the road Pull over at a rest-stop to eat, you will protect your family.

On September 22, 2006, 19-year old Reggie Shaw's sports SUV suddenly drifted across

the center lines into the oncoming lane. His car was no match for the small, four-door

Saturn heading directly at him. Shaw's car clipped the back end bumper of the oncoming

vehicle, causing it to swerve broadside across the center lines into the pick-up truck

following Shaw. Reggie Shaw did not purposefully cross into oncoming traffic, and

what was worse, was not even aware of the situation. He was preoccupied with texting

on his cell phone and ultimately was the cause of the deaths of two innocent men with

wives and families waiting for them at home. This story is just one example of many of

the dangers of driving distracted. For the full story and many other accounts and

statistics, visit ut.zerofatalities.com.

According to a texting while driving simulation study performed by associate professor

of psychology at the University of Utah Frank Drews, People who text message while

driving are six times more likely to get into a crash than people who are not text

messaging while driving and that talking on the phone while driving slows reflexes by

about 9 to 10 percent, much less than that of text messaging.

The average length that your eyes are off the road while you text while driving is equal

to about four seconds and equal to driving the length of one football field blindfolded. People who are distracted at the wheel are more likely to cross over the center lines.

Crossing over the center lines can cause death to you and your family as well as the

people in the oncoming vehicle.

Strategies & Tactics

To motivate married students to drive cautiously to protect their families through the use

of news media. KSL Radio PSA with written script of a young wife and/or mother coming

home to a phone message from her husband telling her to go to the hospital

because he was in a horrible accident and their child is injured. The PSA can

end with the statistic that improper seat-belt usage and distracted driving are


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wife. Your child. Your responsibility. Drowsy driving, distracted driving,

aggressive driving, impaired driving, not buckling up.

Write an article for BYUs website. Submit to BYUs Media RelationsManager for University Communications Michael Smart.

Post link to the winning video of the video contest on BYU TVs website.

To educate and motivate students to learn the importance of using seat-belts and

car-seats while driving through on-campus communications.

Make fliers available at testing center exit during finals weeks. The fliers will

include a QR code that takes them directly to the campaign facebook page. Hang poster of testing center bulletin board at test exit encouraging safe driving.

Post it during finals weeks. Include QR code.

Place fliers in the library and Wilkinson Center center-piece table ads.

Banners at the Law and Business buildings

Posters at Student Health Center Distribute Seatbelt? air freshener at married housing

The #1 Cause of Death Among College Students brochure to be on tables and

stands at on-campus staged events and sporting events

Key Public: Faculty and Staff

Public Profiles

Demographics: 25-65, financially stable, employed by the university, single andmarried

Psychographics: family-oriented, LDS, career-minded, follow the honor code Self-interests: students success, own research and publications, job security, family,

time Influentials: peers, supervisors, administrators, First Presidency

Prime Information Channels: faculty meetings, newsletters, email, internet, word ofmouth

Relationship to Client: little or no connection to BYUSA

Messages

Primary Message: There are 30 539 reasons why you should drive safely Set the example for


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Majority of faculty commute from locations outside of Provo, using highway I-15 - themost dangerous road in Utah, where accidents are three times more likely to cause

fatalities than other Utah roads. 37 percent of Utah traffic fatalities in 2010 occurred in Salt Lake County and UtahCounty.

Strategies and Tactics:

To motivate faculty to practice safe driving habits through the Internet. Twitter account with updates of road conditions. Weekly email with safe driving tips and personal story of a BYU faculty

members account of an accident related to them or family member or friend. Blog with personal stories in a Chicken Soup for the Soul way or sharing both

inspiring stories of miracles on the road and horror stories of warning to practicesafe driving.

Faculty webpage with updates on road closures, construction, carpoolinformation, faculty goals to educate students on better habits in driving, andmonthly incentives.

To motivate faculty to practice safe driving habits, encourage students to implementhabits, and educate faculty and staff through events.

Faculty meetings promoting safe driving. In-service training days where faculty can come up with department goals of

improved safe driving. Instruction event taught by a Zero Fatalities representative. Luncheon with a driving theme and The #1 Cause of Death Among College

Students brochure available on tables.

Driving etiquette dinner. Department meetings discussing ideas for implementing into lessons. Drive Safely work week, with each day being a different topic, with activities to

launch the week, one day for if you are the driver, one day if you are a passenger,one day if you are a pedestrian or biker, and the last day on how to be a rolemodel.

To motivate faculty and staff to practice safe driving habits and educate students throughworkplace media.

Information packet of secondary messages and statistics. Brochure of safe driving information. Curriculum packet with teaching ideas. News release posted in the kitchens. Seat belt reminder printed on car freshener. Gas vouchers given each semester in a drawing qualified by no points on license,


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Calendars and Budgets

_______________________________________________________________


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Evaluation

Objective 1

Criteria: Two-hundred and twenty driving accidents among BYU students within thenext year.

Tool: Check the BYU police records halfway through the campaign and again at the endof the campaign and compare the progress to the original results.

Objective 2

Criteria: Eighty percent of drivers are aware of the risk factors in driving.Tool: Survey the awareness of driving risk factors halfway through the campaign andagain at the end of the campaign and compare the progress to the original results.

Objective 3

Criteria: Fifty percent of drivers drive distracted.

Tool: Distribute a survey halfway through the campaign and another at the end, and

compare results to information collected at the beginning.

Objective 4

Criteria: Ten percent of passengers do not wear seat belts.Tool: Distribute a survey halfway through the campaign and survey again at the end of

the campaign, then compare the progress to the original results.

Objective 5

Criteria: Ninety-five percent think obeying traffic laws is important.Tool: Survey feelings towards traffic laws halfway through the campaign and again at

the end of the campaign, then compare the progress to the original results.

Objective 6

Criteria: Around 1,575 speeding tickets given within the next year.Tool: Check in with the BYU Police Department halfway into the campaign and again at

the end of the campaign. Compare the progress to the original results.

Objective 7

Criteria: Thirty fatalities among the BYU community within the next year.Tool: Check in with the BYU Police Department halfway into the campaign and again

at the end of the campaign. Compare the progress to the original results.


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Survey

_________________________________________________________________

Marital status?

Married

Single

How often do you drive alone?

Never

Less than Once a Month

Once a Month

2-3 Times a Month

Once a Week 2-3 Times a Week

Daily

How many hours per week do you spend driving?

0-5

5-10

10+

What is the most likely reason for you to drive above than the speed limit?

How often do you use your cell phone when driving? (texting, chatting, as a GPS, etc.)

Never

Less than Once a Month

Once a Month

2-3 Times a Month

Once a Week


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Rarely

Sometimes

Frequently

Always

How often do you wear your seat belt as a passenger?

Never

Rarely Sometimes

Frequently

Always

How do you feel about the importance of obeying traffic laws?

Importance

Scale

% 0 10 20 30 40 50 60 70 80 90 100

Name a safe driving campaign central to Utah drivers.

What motivates you to be a safe driver?


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Works Cited

_____________________________________________________________________

Elliot, H. (2009, January 21). Most dangerous times to drive.Forbes. Retrieved November 5,2011 from http://www.forbes.com

Dakss, B. (2009, February 11). Winter driving: Facts from fiction. CBS News. RetrievedNovember 12, 2011 from http://www.cbsnews.com

Fortin, B. (n.d.). Speeding ticket facts:interesting speeding ticket facts & statistics you don't seeeveryday.. Retrieved from http://www.trafficticketsecrets.com/speeding-ticket-facts.html

Safe-driving tips for the holidays. (n.d.). Retrieved from http://www.iowadot.gov/tips.pdf

T., D. (2010, May 05).Personal stories and comments by members of crashprevention.org.Retrieved from http://www.crashprevention.org

How much will my car insurance rates rise after an accident? (2011). Retrieved November 29,2011 from http://www.best-insurance-deals.net

Virginia Tech Transportation Institute. (2009, July 29).New data from virginia techtransportation institute provides insight into cell phone use and driving distraction.Retrieved October 22, 2011 from http://www.vtnews.vt.edu/articles

Utah Zero Fatalities. (2006).Zero fatalities utah. Retrieved from http://ut.zerofatalities.com

Personal contact with BYU's Police Department Lieutenant Arnold Lemmon

Personal contact with Jane Putnam of the Zero Fatalities Program

Byu demographics. (n.d.). Retrieved from http://yfacts.byu.edu/viewarticle.aspx?id=135

Parrish, H. M. (2009). Causes of death among college students. Public Health Reports, 71(11),1081- 1085. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/


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Ten Tactics

Flier

Buckle Up!Did you know that 40% of traffic deaths are because people don't wear

seat-belts?

It's the #1 cause of death on the road.

Slow down!

Did you know that you only savean average of 3 minutes when

you drive 10 mph over the speed

limit?

Drop the phone!Did you know that cell phones

are the # 1 thing that distractdrivers?


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Brochure

Safety on the road is one of the most important responsibilities we have in this

community.

In 2010, more than 250 traffic fatalities occurred. Fifty-four of those were your peers;


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2. Speeding

3. Driving distracted

Be smart. Wear your seat-belt, don't speed, and put distractions out of reach.

Visit BYUSA on Facebook for more information and to take the Safe Driving Oath.

Visit Zero Fatalities online to see what you can do to help Utah drive safe.

Visit the Click it or Ticket website and see how you can help keep the BYU community safe.

publicsafety.utah.gov/highwaysafety/clickit.html

Download AT&T's DriveMode. This app. shuts off texts and calls once you enter your car. It

could save your life.

BYU / SAStudent Service Associat ion

3400 WSC

BYU Campus

[email protected]

Visit our website for more information

www.byusa.byu.edu


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Improper seat-belt usage caused 89 deaths on the road in the year 2010.

More than 90 percent of all motorists believe seat-belts are a good idea, but less than

14 percent actually use them.

Safety belts reduce the number of serious traffic injuries by 50 percent and fatalities by

60-70 percent.

All accidents and fatalities happen with 25 miles of your home. Wear a seat-belt.

When you speed, you put all other drivers at risk, as well as passengers in the car

Speeding was the cause of 70 deaths in Utah in the year 2010

There were 35 deaths on I-15 last year. Speed was the main cause.

You only save about three minutes when you drive ten mph over the limit. It's not

worth the risk. Just leave earlier!


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If you text and drive, you are six times more likely to get in a car accident.

Talking on the phone while driving slows reflexes by nine to ten percent.

Your eyes are off the road for an average of four seconds when texting. It's like you're

driving the length of a football field blindfolded.

Accidents resulting in injury or death: charged a felony, and up to $10,000 in fines and

15 years in jail. Just being caught texting is a $750 fine.

Blog Page and Post

DRIVE SAFELY: A BYU blog committed

to safe drivingMonday, December 5, 2011

Life is too short...don't make it shorter by distracted drivingIn April 2005, most of the month consisted of 60-70 degree weather...that is until Saturday the 23rd. This is where the nice

weather ended and my story begins...the story of one young, stupid, unlucky, 19 year old. My name is Ryan Moss, currently 21

going on 22. I Graduated from Brighton in 03'. At the time of my accident, I was 19, the great age where the young adult

population thinks & feel that they are invincible. I am here to tell you that you aren't invincible by any means, no matter how oldor young you may be.

I am happy to say, I am one of the few lucky people who have owned a SRT-4. I had a black 2005 SRT-4 with the "normal" bolt-ons

& turbo kit. To say the least, it was quick. I purchased this car on December 29th, 2004...meaning this car was not even 4 months

old when it was totaled. The day started out with overcast skies and had a couple scattered rain clouds. There was a warning in

effect for freezing rain later that night. Since I bought the car, I treated it like I would a child. I was very partial to let people

driving it, but for some reason, I did not feel like driving my car at all that day. I guess I should've listened to that "little voice". 3

of my friends and I planned to meet a few girls at an Applebee's restaurant, off of Milford Rd. & I-96, for a late lunch that

afternoon...the last place that I can fully remember before my accident. The restaurant was about 15 minutes away from my

friend Garrick's house, where we all met to car pool. My friend Adam and I rode in my car, in which I let/made him drive. Garrick

and my other friend, Joe, took Joe's 98' GSX. While we were eating lunch, we all noticed a hostess checking me out. We finished

our lunch and planned on heading back to Garrick's house which was in Brighton. I handed Adam my keys again, and told him I'd be

out in a second...I stopped and talked/ flirted with the hostess a little. (Yes, I got her number!) Adam decided that he'd start my

car but let me "show off" my car and let me drive out of the parking lot and back to Garrick's. I walked out the door and saw Adam

buckled up in my passenger seat, so naturally I hopped into my driver seat. We proceeded to pull out of the parking lot onto the

main road which is the very last memory I had of that day
http://byusasafedriving.blogspot.com/2011/12/life-is-too-shortdont-make-it-shorter.htmlhttp://byusasafedriving.blogspot.com/2011/12/life-is-too-shortdont-make-it-shorter.html


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on him, I decided to keep it going. A car was up ahead of me, so it was either quit or pass the car on the right; I went for the pass.

Just as I passed the car, my car hydroplaned and I let off the gas which brought our speed back to the 70-75mph range. At that

moment, my ass-end literally floated to the sideways, and we were sliding sideways down the expressway doing 70mph. We quickly

caught a dry patch of pavement which sent us off the right side of the expressway down into a ditch...and sent the car airborne

crashing through a young tree. This tree shoved the FMIC into the block and stalled the car out...no power steering or brakes.

When the car landed, I somehow managed to turn the car to the left so it was parallel with the expressway. Because of the low

profile tires, the tire blew and the rim dug into the ground...at the same exact time we crashed into a pile of brush. The

combination of the 2 sent the car into a roll. When the car landed, it did not land flat on the roof but instead landed right on the

driver's side A-pillar bringing the roof down to steering wheel level. Just as you might think, my face met the roof. For all of you

who do not know me, I'm 6'5, so I literally "face planted" into it. The car rolled another 4.5 times, sliding about 30 or so yards on its

roof. To say the least, Adam and I were lucky at this time because the car stopped in the middle of a "U" of trees. Adam opened his

eyes to the amazement of what just happened and quickly looked over to me. He saw a vision that is said to be one of the worst

things ever seen or imaginable...I was hanging lifeless from my seat, bleeding out of every orifice on my face, with the size of my

head comparable to a NBA basketball. He crawled out of his window, which was still full shape, to check if the car was on fire and

call 911. To his amazement, the car was not on fire and his feelings & emotions were overwhelmed with adrenaline and fulfillinghis need to save my life.

Joe and Garrick came running to my car. Garrick tended to Adam and Joe jumped into my car to try tending to me. I was

unconscious, so Joe cautiously awoke me. I apparently started twisting and moving around but with the sight of my injuries, Joe

yelled at me to stop moving. I listened to him as if I was a toddler playing some sort of game. When the paramedics arrived, they

immediately called for a Med-Flite. The firefighters and paramedics encountered the biggest decision...cutting the door apart to

pull me out as safely as they could, or pull me out from the back window on the driver side. They decided to exit me through the

rear due to time and the sustained injuries (the massive amount of blood loss being the biggest at the time). Within 5 minutes of

take-off, the Med-Flite returned to the hospital to the weather that took a sudden turn for the worst, It was now showering amixture of snow and freezing rain with large gusts of wind. The officers arrived to close all 3 lanes of the highway. The paramedics

were nervously arguing if they were to transport me to the University of Michigan hospital that was about 20-30 minutes (normal

driving) away or Beaumont Hospital that was approximately 40 minutes away. They decided to go with Beaumont because of the

better trauma center the hospital had. Part of the decision to do so, was to stop at a class 3 (1 being the most extreme/best)

trauma hospital on the way to start initial assessments to my injuries.

Joe finally found my cell phone at this time and told me mom where I was being transported, leaving out the decision to transport

me to Beaumont afterwards. My mom knew that the Providence Hospital was not a serious hospital and expected that outcome of

me. First, the doctors cut a tracheotomy into my throat to allow my to breath since my mouth (along with me eyes) were literallyswollen shut to the point I was barely able to breath. After a couple CT scans, MRIs, and X-Rays, the doctors finally knew what they

were dealing with. In all, I had collapsed my right lung, fractured my C5 &C6 (mid-lower neck) vertebrate and misplaced my

C7(lower neck) vertebrate posterior by ~1/2 cm, and massively bruised my T-Spine (the part of the spine that starts at shoulder

level & ends midway down your shoulder blade) as well. I had lost approximately 3.5-4 (~1/2 of my total blood in my body) pints of

blood by this time and knew they had to go internally to stop the bleeding. The worst was just now being learned...I separated my

upper jaw literally into 2 pieces (top-bottom), fractured both eye sockets, and separated my front 1/2 of my face away from the

skull. I also pierced my upper sinus cavity as a result to the broken/smashed/misplaced facial structure. My mom arrived and

kindly did what any mother would do, ask to see her son. They denied the request at first without any explanation knowing the

way I looked and realizing her emotions weren't of a parent that knew the truth of what happened. After a lot of screaming, the

doctor came out to my friends and family and explained all of my injuries. My mother's body literally went limp as a result of the

doctor's sentence "There is not an expected outcome of his injuries that he will survive through the night". This compiled her heart

because 9 months earlier, our family lost my father (her ex) to a work accident. Knowing I had to get to Beaumont very quickly, 5

State Troopers made the decision to lead the ambulance down the highway in a "flying-v" formation, clearing away traffic.

I arrived at the hospital with another pint loss of blood. Another pint or even less, I would be dead. I was rushed into surgery right

away I had undergone the first of 3 8 hour facial reconstructive surgeries Within the time of prepping me and stopping the


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my teeth. A year later to the day, I was discharged again from Beaumont from the surgery I had that included 6 screws, 2 rods, and

1 lateral link. It was back to wearing the neck brace for another month. In November of 2005, I had an eye lid surgery that stopped

my droopy upper eye lid on my right eye. I was back to wearing a patch for a week.

If thought the physical injuries were bad, they don't even add up to the mental ones. I had to have my mom dress me, shower me,

wipe my behind after going to the bathroom, tying my shoes (I could not bend over because of the surgeries), give me my

medication, hold my arm while walking to make sure I did not fall over, and most of all...drive me around and make the "rules"

that I had once moved away & escaped from. I was helpless again...I felt like a toddler all over again. Add all of that to the fact

you know your face looks substantially different...but you're too afraid to look and accept what your carelessness did. You can

barely talk to the point people understand you because you jaw is wired shut. You pee the bed again from the side effects from

the medication and having a total of 3 catheters in & out of you in 5.5 weeks. Not done? How about the loss of an estimated 4-6%

of your brain? That sounds about right. All of this with the guilty conscience of stupidity, immaturity, and the thought of being

invincible. All for what...to show off to a girl. Was it worth it? I'll answer that in a bit...

So you might be wondering what happened to Adam, if anything. He walked away with only 5 stitches and some embedded glass in

his scalp. I thank the Lord everyday that is was me and not him. I started driving again in October of 2005 and am now just getting

back to working again (February 2007). My day-to-day life is 99% the same as before but I do at time have hard time remembering

certain words when talking. I also combine words at times (example: instead of yellow hummer...it came out yummer). My short

term memory is quite bad and my multi-tasking skills are pretty much non-existent. I was currently 6 weeks away from graduating

Pennsylvania Culinary Institute when I got into my accident and cannot go back and finish due to my neck injuries and the lack of

multi-tasking skills. I'm still in a struggle with my (car) insurance company every week for what they are to pay or not. Luckily I do

not have to pay any accident related medical expense for the rest of my life due to having coordinated medical insurance on my

car insurance when I got into my accident. I am also yet to get back into any college/ university but am planning to start in the fallsemester going towards one of 3 career possibilities at this time (nurse, elementary teacher, or liberal arts degree towards an HR

job). So, do I regret everything?

There is a part of me that regrets my stupidity and my actions, yes, but everything that I have learned and come-to-be in the

outcome of everything, never! I have matured more than anyone could deem possible and have really realized what the true

meaning of life really is. I thank God everyday for sparing my life to the despair of my doctors, nurses, friends, and family to this

day. I could go on and on about this story and go more in depth about what I've learned, but just know that life IS too short and is

even more valuable...to not only you, but others around you. If any of this made you think, please keep racing and speeding to the

track. The results of injury to yourself or others are not worth the small amount of adrenaline and excitement one gets lining upnext to an opposing driver on the street. Just like anything and everything in life, there is a time and place.

Thank you,

Ryan Moss

[email protected]

Gas Voucher
mailto:[email protected]:[email protected]


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YouTube Channel

Radio PSA

Christian Jones

Radio Ad Copy

Client: BYUSASpot: :106.5 Drive Safe for your Family

Writer: Christian Jones


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JACK: (tiredly) No no, were already late, my family will be waiting up for me, man, I cant wait

to see them.

B: Okay, your call.

J: Just one more hour, I can make it.

SFX:Dreamy music as Jack slips into a day dream

Female Child: (excitedly) Mommy, mommy! When will daddy get here?

Jacks Wife: (worriedly) Any minute now darling, any minute now.

SFX: Phone ringing

J W: Thats probably your daddy right now explaining why he is late.

SFX:Picking up the phone

J W: Hello?

Police Officer: Mrs. Williams?

J W: Yes? Who is this?

P O: (sadly) This is Officer Johnson, Mrs. Williams, I am afraid I have some bad news about

your husband.

J W: (shocked) No.. but. (sobbing) No please no.


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B: Yeah?

J: Im feeling a little too sleepy to keep driving; Im going to pull off at the next exit, mind

taking over the wheel?

B: No problem, good idea.

NARRATOR: Please drive safely. Your family depends on you. A message from the Brigham

Young University Student Association.

News Release

FOR IMMEDIATE RELEASE:

Contact:

Cami Dayley

[email protected]

555 N 555 E Provo, UT

801-555-5555

BYUSA Promotes Safe Driving Across Campus

Provo, UTAH November 1, 2011 BYUSA is promoting safety among their students

when driving on the road to decrease road accident statistics and promote safety in Utah.

Recognizing the danger that Utah roads can present to BYU students, BYUSA has

launched a full campaign encouraging their students to drive safely and cautiously.

A series of promotional material full of facts about safe driving is being released

to students this week Along with these are activities and contests that students can


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It will be good to know that they (the students) are getting the information they need so

they can drive safely.

BYUSA is the student service organization associated with Brigham Young University.

They are located in the Ernest L. Wilkenson Student Center on campus.

###

Poster


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Air Freshener

BYUSA Safe Driving Facebook Page

Key Public

Married Students

Month

Nov. Dec. Jan. Feb. March April May June July Aug. Sept. Oct. Detail Per Item Cost Total Projected Sponsored Credit Actual ProjectedWeek

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4


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Strategy: tomotivate marriedstudents to drivecautiously toprotect theirfamilies throughthe use of newsmediaTactics: KSL Radio PSA ''' X---------------- -----X air time costs $100/day $100 $1000 $1000 $0

BYU TB PSA X-------------- -----X air time costs $200/day $200 $2000 $2000 $0Daily Universe press release ''''X no cost $0 $0 $0 $0Football and basketball BYUTV PSA X------------ --------------------- air time $500/game $500 $10000 $10000 $0

BYU website article X-X BYUSA Volunteer $0 $0 $0 $0post winning video on BYUTV's website ''''''''''X BYUSA Volunteer $0 $0 $0 $0

Strategy Subtotal $0

Strategy: toeducate andmotivate studentsto learn theimportance ofusing seatbeltsand carseats whiledriving throughprint resourcesTactics: Fliers at testing center during finals '''X ''''''''''''''X paper 20,000 @ .05/ea $0.05 $100 $0 $100

Poster in testing center X-X ''''''X-X 1 @ $150//ea $150 $150 $150 $0

Fliers in library and wilk center piece X----X X---X 4 @ 30,000 @ .05/ea $0.05 $1500 $1500 $0banners at law building and tannerbuilding X----X X---X 2 @ $150/ea $150 $300 $0 $300student health center '''''''X------------ X ""''X 1 @ $150/ea $150 $150 $0 $150

"seatbelt?" car freshener ''X 30,000 @ .50/ea $0.5 $15000 $15000 $0Strategy Subtotal $550Public Subtotal $550

St t M ti t

Key Public

Single off-campus students

Month


1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4


33/39

Strategy: Motivatesingle off-campusstudents to notdrive distractedthrough socialmediaTactics: Safe Driving Facebook page X BYUSA volunteer time $0 $0 $0 $0

Facebook messagesX---------->(ongoing) BYUSA volunteer time $0 $0 $0 $0

$100 bookstore giftcard contest throughsporting events X----X X---X giftcard 2 @$100/ea $100 $200 $200 $0Twitter messages X----X BYUSA volunteer time $0 $0 $0 $0

Safe driving pledgeX---------->(ongoing) online - no cost $0 $0 $0 $0

Press releases through facebook andtwitter

X---------->(ongoing) PR effort time $0 $0 $0 $0


Motivate single off-campus studentsto drive safelyduring the holidayseason throughstaged events andcontests.

Tactics:Video contest to be aired at footballgames X air time at 2 @ $500/ea $500 $1000 $1000 $0Pit stops in St. George and Logan '''''''X ''X food 2,000 @ $5/ea $5 10000 $10000 $0Road safety booth at football andbasketball games X------------- -X BYUSA volunteer time $0 $0 $0 $0

Holiday Safe driving dance ''X food and decorations donated $0 $0 $0 $0Strategy Subtotal $0Public Subtotal $0

Strategy: To

Key Public

Single on-campus students

Month

Nov. Dec. Jan. Feb. March April May June July Aug. Sept. Oct. Detail Per Item Cost Total Projected Sponsored Credit Actual Projected

Week

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4


34/39

Strategy: Tomotivate first yearstudents to usecaution whendriving, eventhough they haveacquired newfreedom, throughactivities.

Tactics: "I'm free, but I'm responsible" dinner and dance ''X

food anddecorationsdonated $0 $0 $0 $0

safe driving and obeying traffic laws iPadcontest X----X 1 @ $500/ea $500 $500 $500 $0

posters and collateral material X------------ ---------X X----------- ---X 50 @ $10/ea $10 $500 $300 $200

freshman safe driving video contest X---XBYUSA volunteertime $0 $0 $0 $0

seatbelt spaghetti in dining facilities ''Xregular cost offood $0 $0 $0 $0

posters in residence halls X-------> (ongoing) 50 @ $10/ea $10 $500 $300 $200


Strategy: Toencourage drivingcourteouslythrough residentialcommunication

Tactics: Posters in residential halls X-----> (ongoing) 50 @ $10/ea $10 $500 $300 $200

Car air freshener reminders ''X X-----X X X 7,000 @ .50/ea $0.5 $3500 $3500 $0safe driving t-shirts ''X '''''X 7,000 @ 3./ea $3 $21000 $21000 $0

pens promoting safe driving habits X---------- --------X 10,000 @ .10/ea $0.1 $100 $0 $100fliers stating driving statistics X---------- --------X 10,000@ .05/ea $0.05 $50 $0 $50

Strategy Subtotal $350Public Subtotal $750

Strategy:To

Key Public

Faculty

Month


1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4


35/39

motivate faculty topractice safedriving habitsthrough theInternet.

Tactics: Twitter updates of road conditions. X-------> (ongoing) BYUSA Volunteer time $0 $0 $0 $0Weekly email with safe driving tips andBYU faculty story X-------> (ongoing) BYU faculty time $0 $0 $0 $0

Blog with personal stories. X'''X X'''X X'''X X'''X X'''X X'''X X'''X X'''X X'''X X'''X X'''X X'''XBYUSA and FacultytimeVolunteer time $0 $0 $0 $0

Faculty webpage with updates X X X X X X X X X X X XBYUSA and FacultytimeVolunteer time $0 $0 $0 $0


Strategy:Tomotivate faculty topractice safedriving habits,encouragestudents toimplement habits,and educatefaculty and staffthrough events.

Tactics: Faculty meetings promoting safe driving. X--------> (ongoingIn-service training days ''''''' X ''''''' X ''''''' X ''''''' X ''''''' X ''''''' X ''''''' X ''''''' X ''''''' X ''''''' X ''''''' X ''''''' XInstruction event taught by a ZeroFatalities representative. ''X ''X ''''''' X ''X

Luncheon with a driving theme. ''X $500 for food $500 $200 $300

Driving etiquette dinner. X 1$500 for food and $150decorations $650 $250 $400

Department meetings discussing ideasfor implementing into lessons. '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X '''''''''''''X

Drive Safely work week X XStrategy Subtotal

Strategy:Tomotivate facultyand staff topractice safedriving habits andeducate studentsthrough workplacemedia.

Tactics:Information packet of secondarymessages and statistics. X X ''''''''X ''''''''X ''''''''''''' X

Brochure of safe driving information. X '''X ''''''''X ''''''''X XCurriculum packet with teaching ideas. X ''''''''X ''''''''X XNews release posted in the kitchens. X X """"""""XSeat belt reminder printed on carfreshener. X X """"""X

Seat belt reminder airfresheners 0.36 $720 $720

Gas vouchers ''''''''''''X ''''''''X ''''''''X Gas vouchers 100 each $400 $400Safe driving tips newsletter. ''X ''X ''X ''X ''X ''X ''X ''X ''X ''X ''X

Strategy SubtotalPublic Subtotal

St t t

Key Public

Married Students

Detail Per Item Cost Total Projected Sponsored Credit Actual Projected


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Strategy: tomotivate marriedstudents to drivecautiously toprotect theirfamilies throughthe use of newsmedia

Tactics: KSL Radio PSA air time costs $100/day $100 $1000 $1000 $0

BYU TB PSA air time costs $200/day $200 $2000 $2000 $0

Daily Universe press release no cost $0 $0 $0 $0

Football and basketball BYUTV PSA air time $500/game $500 $10000 $10000 $0

BYU website article BYUSA Volunteer $0 $0 $0 $0post winning video on BYUTV'swebsite BYUSA Volunteer $0 $0 $0 $0


Strategy: toeducate andmotivate studentsto learn theimportance ofusing seatbeltsand carseats while

driving throughprint resources

Tactics: Flyers at testing center during finals paper 20,000 @ .05/ea $0.05 $100 $0 $100

Poster in testing center 1 @ $150//ea $150 $150 $150 $0

flyers in library and wilk center piece 4 @ 30,000 @ .05/ea $0.05 $1500 $1500 $0banners at law building and tannerbuilding 2 @ $150/ea $150 $300 $0 $300

student health center 1 @ $150/ea $150 $150 $0 $150

"seatbelt?" car freshener 30,000 @ .50/ea $0.5 $15000 $15000 $0


Key Public Single off-campus studentsStrategy: Motivatesingle off-campusstudents to notdrive distractedthrough socialmedia

Tactics: Safe Driving Facebook page BYUSA volunteer time $0 $0 $0 $0Facebook messages BYUSA volunteer time $0 $0 $0 $0

$100 bookstore giftcard contest

Key Public

Married Students



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$100 bookstore giftcard contestthrough sporting events giftcard 2 @$100/ea $100 $200 $200 $0

Twitter messages BYUSA volunteer time $0 $0 $0 $0

Safe driving pledge online - no cost $0 $0 $0 $0Press releases through facebook and

twitter PR effort time $0 $0 $0 $0Strategy Subtotal $0

Motivate single off-campus studentsto drive safelyduring the holidayseason throughstaged events andcontests.

Tactics:Video contest to be aired at footballgames air time at 2 @ $500/ea $500 $1000 $1000 $0

Pit stops in St. George and Logan food 2,000 @ $5/ea $5 10000 $10000 $0Road safety booth at football andbasketball games BYUSA volunteer time $0 $0 $0 $0

Holiday Safe driving dancefood and decorationsdonated $0 $0 $0 $0

Strategy Subto $0

Key Public Single on-campus studentsStrategy: Tomotivate first yearstudents to usecaution whendriving, eventhough they haveacquired newfreedom, through

activities.

Tactics:"I'm free, but I'm responsible" dinnerand dance

food and decorationsdonated $0 $0 $0 $0

safe driving and obeying traffic lawsiPad contest 1 @ $500/ea $500 $500 $500 $0

posters promoting activities 50 @ $10/ea $10 $500 $300 $200

freshman safe driving video contest BYUSA volunteer time $0 $0 $0 $0

seatbelt spaghetti in dining facilities regular cost of food $0 $0 $0 $0

posters in residence halls 50 @ $10/ea $10 $500 $300 $200


Strategy: To

Key Public

Married Students



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Strategy: Toencourage drivingcourteouslythrough residentialcommunication

Tactics: Posters in residential halls 50 @ $10/ea $10 $500 $300 $200

Car air freshener reminders 7,000 @ .50/ea $0.5 $3500 $3500 $0

safe driving t-shirts 7,000 @ 3./ea $3 $21000 $21000 $0

pens promoting safe driving habits 10,000 @ .10/ea $0.1 $100 $0 $100

fliers stating driving statistics 10,000@ .05/ea $0.05 $50 $0 $50


Public Subtotal $550

Key Public Faculty

Strategy:Tomotivate faculty topractice safedriving habitsthrough theInternet.

Tactics: Twitter updates of road conditions. BYUSA Volunteer time $0 $0 $0 $0Weekly email with safe driving tips andBYU faculty story BYU faculty time $0 $0 $0 $0

Blog with personal stories.BYUSA and FacultytimeVolunteer time $0 $0 $0 $0

Faculty webpage with updatesBYUSA and FacultytimeVolunteer time $0 $0 $0 $0


Strategy:Tomotivate faculty topractice safedriving habits,

encouragestudents toimplement habits,and educatefaculty and staffthrough events.

Tactics:Faculty meetings promoting safedriving.

regular faculty meeting timeand staff $0 $0 $0 $0

In-service training days Safety speaker $1,000/speaker $2000 $2000 $0Instruction event taught by a ZeroFatalities representative. zero fatality volunteer time $0 $0 $0 $0

Luncheon with a driving theme. 3,000 meals @ $5.00/ea $15000 $15000 $15000 $0

Driving etiquette dinner 3 000 meals @$7 00/ea $21000 $21000 $21000 $0

Key Public

Married Students



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Driving etiquette dinner. 3,000 meals @$7.00/ea $21000 $21000 $21000 $0Department meetings discussingideas for implementing into lessons. regular department meetings $0 $0 $0 $0

Drive Safely work week gas vouchers 3,000 @.05/ea $0.05 $150 $0 $150


Strategy:Tomotivate facultyand staff topractice safedriving habits andeducate studentsthrough workplacemedia.

Tactics:

Information packet of secondary

messages and statistics. 21,000 pages @ 0.05/ea $0.05 $1050 $1000 $50Brochure of safe driving information. Cardstock 4,000 @.10/ea $0.1 $400 $200 $200

Curriculum packet with teaching ideas. 21,000 pages @ 0.05/ea $0.05 $1050 $1000 $50

News release posted in the kitchens. 100 pages @ 0.05/ea $0.05 $5 $5 $5Seat belt reminder printed on carfreshener. 4,000 @ 0.36/ea $0.36 $1440 $1440 $0

Gas vouchers 3,000 @.05/ea $0.05 $150 $0 $150

Safe driving tips newsletter. 4,000@ .05/ea $0.05 $200 $200 $0


Public Subtotal $555

Documents

Final Campaign PDF