Group Campaign

8/13/2019 Group Campaign

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Group Campaign

Just STOP! Put an end to unsafe driving.

Communications 235Haley Beckstrand, McKann Hanseen, Jessica Harmon and Brock Talbot


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Research Checklist:

1. The External Environment: Current Utah laws against texting and driving?

Text messaging outlawed for all drivers.Utah has a law on the books against careless driving which can bedefined as committing a moving violation while distracted by use of a hand-held cellphone or similar activities. Using a cell phone can bring additionalpenalties as a secondary violation.Senate Bill 98: Would broaden the definition of text messaging in the currentUtah text messaging law. Includes composing a text, entering data andaccessing apps. Allows use of handheld device for GPS. In cases of automobilehomicide, broadens definitions to negligence in use of handheld electronicdevices, not just texting. Approved by the Senate Transportation Committeein a 3-0 vote taken Feb. 22. Approved by the Senate in a 24-4 vote Feb. 28

and then by the House in a 39-32 vote March 6. Latest action : Signed by thegovernor March 19, 2012, and took effect May 8. (Hillyard)Senate Bill 128: Would prohibit use of cell phones by drivers under the ageof 18. Exception made for communicating with parents. Fine: $50, no points.Approved by the Senate Transportation Committee in a 3-2 vote on Jan. 27.Approved by the Senate on a second reading Feb. 6 (19-9-1 vote). Finalapproval by the Senate was on Feb. 7 (19-9 vote). Rejected by the House onMarch 8 and dead. (Romero)(http://handsfreeinfo.com/utah-cell-phone-laws-legislation)

How are texting laws enforced?It is very difficult for policeman to enforce few tickets are written. Utah law makes texting while driving a class C misdemeanor for first-timeoffenders. But if a person inflicts bodily harm on another while texting or e-mailing, or if it is a second offense, the crime becomes a class B misdemeanor.

If a person dies, that driver can be charged with automobile homicide,which is a second- or third-degree felony. If convicted, the driver can besentenced to serve one to 15 years in the Utah State Prison for a second-degree felony and a up to five years for a third-degree felony. Even thoughthe law is a tough one to enforce, "it's a good law," Shupe said. "It'sdefinitely a distraction and we need to focus on driving," he said. Thestatistics show texting while driving causes accidents. Texting poses thegreatest accidental risk when compared to dialing, talking, listening orreaching for an electronic device, according to a recent study by VirginiaTech Transportation Institute. "I think the law is a good one, but it's a wholelot better for everyone just to obey it," Sangberg said.(http://www.standard.net/topics/news/2009/09/05/enforcement-challenge-utahs-no-texting-law-difficult-prove)
http://le.utah.gov/~2012/htmdoc/sbillhtm/SB0128.htmhttp://le.utah.gov/~2012/htmdoc/sbillhtm/SB0128.htm


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Utahs law for seat belts?

You may be stopped and issued a citation for not wearing a seat belt if you areunder age 19. Both passengers and drivers can receive tickets. If cited, themaximum fine is $45. In a crash, your body weight is multiplied by the speed

of the car. For example, if you weigh 150 pounds and crash while traveling 30mph, your body would hit with a force of 4,500 pounds. There is no way youcan brace yourself against that much force, and your chances of being thrownfrom the car are much higher if you arent restrained in a seat belt. Yourchances of being killed in a crash are 23 times greater if you are thrown fromthe car.(http://publicsafety.utah.gov/highwaysafety/documents/smart.pdf)

Most drivers and passengers killed in crashes are unrestrained. 53% ofdrivers and passengers killed in car crashes in 2009 were not wearingrestraints.

Seat belts dramatically reduce risk of death and serious injury. Among driversand front-seat passengers, seat belts reduce the risk of death by 45%, and cutthe risk of serious injury by 50%.Seat belts prevent drivers and passengers from being ejected during a crash.People not wearing a seat belt are 30 times more likely to be ejected from avehicle during a crash. More than 3 out of 4 people who are ejected during acrash die from their injuries.Seat belts save thousands of lives each year, and increasing use would savethousands more. Seat belts saved almost 13,000 lives in 2009. If all driversand passengers had worn seat belts that year, almost 4,000 more peoplewould be alive today.(http://www.cdc.gov/motorvehiclesafety/seatbeltbrief/index.html)

2. The Industry: National Rate for texting while driving?

8 in 10 drivers support some type of cell phone usage restriction. The majorityof respondents say they are supportive of laws restricting any type of cellphone use while driving. 80 percent respondents support a ban on textmessaging while driving. 80 percent of respondents support a ban on e-mailing while driving. Two thirds (67 percent) of respondents say they aresupportive of laws restricting phone calls while driving.(http://www.nationwide.com/newsroom/dwd-facts-figures.jsp)

What age group is texting while driving the biggest problem? Young drivers 18 to 20 have the highest incidence of crash or near-crashexperience (23%) compared to all other age groups. Young drivers reportalmost twice as many crashes (17%) as the next highest group, those 21 to24 year-olds (9%), and up to four times as many crashes as the other age


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groups (4%-6%). Young drivers 18 to 20 report the highest level of phoneinvolvement (13%) at the time of a crash or near-crash; 8% said they weresending a text or e-mail, 3% were reading a text or e-mail, and 2% said theywere talking on a cell phone.(http://www.distraction.gov/download/research-pdf/811611_1_.pdf)

3. The Client: BYU Police:

BYU Police has asked us to design a campaign to raise awareness and changebehavior to reduce accidents and promote safer driving habits. They havecommitted $5,000 to fund our efforts.

Police office training? BYU police have to go through rigorous training to beofficer. The BYUPD is 100 percent state certified from its chief down to thestudents who work as dispatchers. The dispatchers train with Utah PeaceOfficer Standards and Training, National Academy of Emergency MedicalDispatch, Utah Department of Public Safety, BCI Records Access and full CPRcertification. Many of the dispatchers receive additional training throughother organizations. BYU is also part of the Provo Metro SWAT team, whichcontains officers from BYU, Provo and Orem police departments. Through theSWAT team, officers have trained with the likes of the FBI, Delta Force,Commanders, Salt Lake PD, Federal Air Marshals and Homeland Security. Allofficers have required training to help them keep their edge, which includeshours in areas such as HAZMAT, domestic violence and cultural awareness.They also have the opportunity to train in pepper spray and ASP baton.(http://uwire.com/2010/06/23/byupd-requires-tough-training/)

4. The Product, Service or Issue: Rates a year of accidents caused from texting while driving?

The National Safety Council announced that it estimates at least 28% of alltraffic crashes or at least 1.6 million crashes each year involve driversusing cell phones and texting. NSC estimates that 1.4 million crashes eachyear involve drivers using cell phones and a minimum of 200,000 additionalcrashes each year involves drivers who are texting. The announcement cameon the one- year anniversary of NSCs call for a ban on all cell phone use andtexting while driving.(http://www.nsc.org/Pages/NSCestimates16millioncrashescausedbydriversusingcellphonesandtexting.aspx)In Utah, there were 15 fatalities caused by texting in 2011, as well as 57speed-related and 72 due to improper restraintFatalities (2011) 164 men, 69 females in Utah; Ages 25-39; No seatbelts:Utah county 18, total 172. A person is 8 times more likely to crash if textingwhile driving.

Texting vs. DUI:


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There is equal if not more impairment when texting. Texting causes slowerreaction times. When driving unimpaired it takes half a second to break, ifdriving drunk than it takes 4 more feet, but if you are texting it takes 70 morefeet to stop.(http://ut.zerofatalities.com/dld/statistics/2011_Statistics.pdf)

(http://www.cnbc.com/id/31545004/Texting_And_Driving_Worse_Than_Drinking_and_Driving)

Speed?Speed is a factor in 45% of fatal crashes. Crashes involving speed are 3.4likely to be fatal than any other crashes.(http://www-nrd.nhtsa.dot.gov/Pubs/810998.pdf)

What percentage of Utah residents that dont wear seat belts?Seat belt use is on the rise. Laws, education, and technology have increased seatbelt use from 11% in 19812 to nearly 85% in 2010, saving hundreds ofthousands of lives. Yet, about 1 in 7 people still dont buckle up.

5. Promotions: What have other states, universities, or organizations done to raise

awareness? What was successful?Georgia Southern University did the txtl8r campaign. The txtl8r (textlater) campaign consists of a series of radio and television public serviceannouncements and digital signage images that will be featured on campus,and will also be distributed to media around the state of Georgia. In additionto targeting Georgia Southerns 20,000 students, the public serviceannouncements will be distributed to media around the state. Statistics bythe U.S. Department of Transportation show that in 2009 distracted driving --which includes texting -- was a factor in nearly 5,500 traffic deaths and a halfmillion injuries. Studies show those most likely to be killed or injured areunder the age of 20, while the second most likely group is between the agesof 20 and 29. (https://my.georgiasouthern.edu/index.php?option=com_content&id=1345)

Zero Fatalities is a mutual e ffort from various states addressing the topbehaviors that are killing people on Americas roads. The focus varies bystate, but include behaviors such as drowsy driving, distracted driving,aggressive driving, impaired driving and not buckling up. Drivers areadopting this philosophy through powerful TV and radio commercials,community events, web content and local media stories. Overall awareness ofthe Zero Fatalities program in Utah hit 72 percent in 2011, compared to 35percent in 2006. By the end of 2011, Utah had the lowest number of trafficfatalities in 37 years with 233. (http://www.zerofatalities.com/)


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The National Highway Traffic Safety Administration is running its Click it orTicket campaign. In 2010, approximately 22,000 passenger vehicleoccupants (excluding motorcyclists) died in motor vehicle crashes in theUnited States, representing 67% of all motor vehicle crash deaths. Anadditional 2.7 million occupants were treated for injuries in emergency

departments in the United States. Although seat belt use in the United Statesis now estimated at 85%, millions of persons continue to travel unrestrained.Using a seat belt is one of the most effective means of preventing seriousinjury or death in the event of a crash. Seat belts saved an estimated 12,546lives in 2010. If everyone had been buckled up, approximately 3,300additional lives could have been saved. Click It or Ticket, a national campaigncoordinated annually by the National Highway Traffic Safety Administration(NHTSA) to increase the proper use of seat belts, takes place May 21 June 3,2012. Law enforcement agencies across the nation will conduct intensive,high-visibility enforcement of seat belt laws, during both daytime andnighttime hours. Campaign activities in 2012 continue to focus on young

adult men (aged 18 34 years), a group that is less likely to wear seat beltsand more likely to be killed in a motor vehicle crash than others.(http://www.nhtsa.gov/nhtsa/2012ciot/get-involved.html)(http://www.cdc.gov/mmwr/preview/mmwrhtml/mm6119a8.htm)

6. Market Share:Because of the nature of the campaign, we arent trying to make money. Weare trying to promote safe driving to reduce fatalities, so market share isntapplicable to this campaign. Additionally, BYU is a very small market relativeto the nation and even the state.

7. Competition: What ideas or organizations compete for BYU students attention?Constant advertising and promotions surround BYU students. Groups andclubs such as BYUSA are constantly promoting an event or a cause. Achallenge of our campaign will be to break through the clutter seen oncampus. We can overcome this if we focus our tactics to very specific,segmented publics and use channels that arent overused.

Other existing campaigns found under number 5 will also be a challenge forour campaign. With so many other organizations running similar campaignsthere is a danger in repetition. We need to make sure our messages areunique and stand out, but also piggyback on the success of other campaigns.

8. Resources: Demographics/psychographics of BYU students:

Opinion leaders for BYU students include BYU administration, faculty andstaff, parents and the Church.Honor Code alcohol/drug use, inappropriate behavior and academicdishonesty can result in getting kicked out of the school.


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(http://saas.byu.edu/catalog/2010-2011ucat/GeneralInfo/HonorCode.php)BYU is a stone cold campus, has high family values, the tuition is partly paidby tithing of members. The students are educated, responsible andconservative.

Organization reactions?BYU requires safe driving class for unsafe drivers. This course is offered toBYU students or employees who:

1. Receive traffic violations2. Were involved with automobile accidents (with BYU vehicles).3. Are employed for a department desiring driving training

The class is focused on:1. Safety Features in Vehicles (Anti-lock Brakes, Airbags, etc.)2. Backing Safety3. City and Highway Driving Safety

(http://risk.byu.edu/training/classroomTraining/DrivingSafetyClass.php)

BYU administration posts about texting while driving on their twitter calledbyusafedriving.(https://twitter.com/BYUSafeDriving)

Has the church made a statement on that issue? Church supports safetyand supports regulation to reduce impaired driving . They havent madestatement on texting while driving but have on impaired driving. The churchstated the following: "One of the functions of religious leaders in a democracyis to add their moral voice to issues of public importance. This is whychurches take positions on social issues. (http://www.deseretnews.com/article/700259580/LDS-Church-statement-Alcohol-A-Focus-on-Health-and-Safety.html?pg=all)The 12 th Article of Faith says, We believe in being subject to kings,presidents, rulers, and magistrates, in obeying, honoring, and sustaining thelaw.

9. SWOT:


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Potential Publics:

WomenYoung womenParents of college studentsBishopsProfessorsFamily members of victims of TWD

Young teensDriving instructorsPolice officersManagement of police officersState legislatorsBYU groups and clubsBYU policeBYU administration Honor code?StudentsPre-mish vs. Post mishMales

On campus vs. off campus housingCommutersPassengers and DriversHouses vs. apartmentsPeople with cars vs. people without carsPartiersEngaged, single, married, kidsNewly weds

Strengths: Utah has strictest rules about

texting while driving BYU has limited problems

with drinking

Police go through training Church supports safe driving Powerful evidence Click-it-or-ticket BYU Honor Code Mormon support system

Opportunities Provide more info Re-evaluate other legislation

about distracted driving Budget

Promotion of new technology Promote a reduction infatality rates New social media campaign

level

Weaknesses 15-24 have lowest seatbelt

rates Motivating factor--apathy Overdone scare tactics Texting addiction Seat-belt secondary offense

Threats: Competition other

campaigns Not sustainable


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Interest groupsOpinion leadersBYUSACarmakersProvo body shops

Facebook, MySpaceConcert venuesEvent planners at BYUCounseling staff at BYUStudent body officersPerforming groupsAthleticsFreshmanSophomoresBYU alumni Film Majors

BYU BookstoreStudent employersWorking studentsOn-campus v. offHipstersInsurance companies

10. Public Profiles: Narrowed down to 10-15:

Parents of College Students : They can be spread out worldwide. Many BYUstudents are from the Utah area. They are usually conservative, intelligent, high-income and LDS. They are self-interested in their children and their education, aswell as their own careers and communities. Church leaders, community leaders andBYU leaders influence them. Traditional media like newspapers and radio are goodchannels for this public. They have a positive relationship with BYU.

BYU Alumni: Very similar to parents, but their self-interests differ. They are morefocused on the good of the community and the good of the university in general.They are also focused on their own careers and families.

Local Insurance Companies: We would target local companies in the Utah Valleyarea. They are typically run by middle to high-income people who are successfulmen and women. Their self-interest is mainly to make money, but they also have afew altruistic motivations to keep the public safe and secure. Business and mediachannels would reach them well. They probably have a fairly neutral relationshipwith BYU police. Their work often overlaps.

Freshmen: They typically live in on-campus housing. They are young adults, mostlywhite and from middle to high-income homes. Their self-interests are involvementin the BYU Community and building friendships. Their current relationship with


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BYU Police is fairly neutral because they are unfamiliar with BYU Culture and schoolnorms . Social media and personal contact channels are effective. Their opinionleaders are upperclassmen, parents, administration and Hall RAs.

Off-campus housing: Although they live off-campus, they are still typically close tocampus. Their psychographics are very similar to Freshman. Their self-interests arefeeling like they are part of their school community, their own safety and socialinteractions. The current relationship is fairly good. BYU Police is seen as a trustedsource. Personal contact and social media are good channels. BYU faculty and staff,church leaders, community leaders management and other students are opinionleaders.

BYU administration: Members live nearby. They are middle to high-income peoplethat are community opinion leaders. Their self-interests include the welfare of theirstudent body and promoting academic and spiritual excellence in their students.

Church Leaders and community leaders influence them. Business and mediachannels are a good way to reach them. Their current relationship is very positive.Their work overlaps.

BYU Faculty and Staff: They typically live near campus. They are middle to high-income white people. They have high family, religious, and conservative values.Their self-interests are a passion for teaching, continuing learning, academics, thesafety of their students/ employees and their role as a leader in the community.Their opinion leaders are administration, church and community leaders. Media andbusiness channels are good for this public.

Driving instructors: We would target local driving instructors. Theirpsychographics can be really different depending on personal circumstances. Theyare probably middle-class adults. Their self-interests include making money, butthey also care about teaching youth to drive safely. Media and personal contactchannels would be effective. Their relationship with police is good. They both wantto promote safety.

State legislators: They live all around the state. They are adult men and womenwith fairly conservative values. They range from low to high-income. Their self-interests are making money and making Utah a safer and better place to live.Lobbyists for special interest groups and local leaders are good opinion leaders.Personal contact and business channels are effective. They have a good relationshipwith police officers and universities.

BYU groups and clubs: Members typically live near the BYU campus. They aremiddle to high-income white young adults. Their self-interests include getting agood education, making money and having a enjoyable semester. BYU andcommunity leaders, parents and other students influence them. Personal contact


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and social media channels reach them. Their relationship with BYU Police is goodbecause they both represent the same organization.

Situation Analysis

In recent years incidents caused by distracted or unsafe driving havesignificantly increased, resulting in heightened sensitivity to and awareness of poordriving habits among college-aged students. Due to advances in technology andrising popularity of social media, state legislatures have passed stricter laws andpunishments regarding texting while driving. This paired with reckless drivinghabits such as speeding and not wearing seatbelts, has increased automobileaccidents and consequentially fatalities among teens and young adults. Researchshows that although 97 percent of teens know that texting while driving isdangerous, 43 percent still do it. Seat belt use is also an issue. Although seat belt usehas increased in recent years, one in seven people still do not buckle up. In additionto distracted driving and seat belt use, speeding is a factor in 45 percent of fatal

accidents on the road. Statistics show that unsafe driving habits have significantconsequences. A driver is 23 times more likely to get in an accident when textingwhile driving, 53 percent of fatalities among drivers and passengers resulted fromlack of seat belt use and accidents involving speeding are 3.5 times more likely toresult in fatalities.

Throughout the campaign, we expect potential barriers to arise. AlthoughBYU students have strong values and commitment to obeying laws, college studentstend to be apathetic about this issue. We need to overcome the clutter of advertisingand promotion that is so frequent on campus, while avoiding redundancy andtrivialization of the issue. Through research, it is apparent that many people areaware but apathetic towards the unsafe driving habits mentioned above.

Core Problem or Opportunity:Even though people know the dangers, they still engage in unsafe driving practicessuch as texting while driving, not buckling up and speeding, which results inunacceptable levels of accidents and fatalities.

Goal:To change attitudes and behaviors concerning unsafe driving and promote saferdriving habits, in order to decrease the number of automobile accidents andresulting fatalities.

Objectives:Decrease the percentage of young adults who text while driving in Utah, from 43percent to 38 percent over the next three quarters.Decrease the number of people who do not buckle their seatbelts while driving fromone in seven to one in twelve, over the next four quarters.Decrease the percentage of people who regularly speed by 5 percentage points overthe next three quarters.


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Key Publics:BYU freshmanBYU faculty and staffBYU administration

Students in off-campus housing

**Bolded tactics are the 10 we made. Press release as a hypothetical.

BYU Administration Self-interests: The welfare of their student body. Promoting academic and

spiritual excellence in their students. Objectives: 1 Current Relationship: Very good. BYU police and administration work very

closely together. Share similar self-interests. Both want to protect students Channels: Business channels, personal contact, media Opinion leaders: Leaders of the church, State legislators, community leaders

Messages: This public will be key in reducing the number of students that text anddrive. Their self-interests are the welfare of the student body and promotingacademic and spiritual excellence in their students. Community leaders and statelegislators influence them.

Primary:Lives are lost and ruined by distracted driving, but you can keep students safe by

cracking down on this behavior. Add harsher punishments for such reckless actionsin the Honor Code.

Secondary: 43 percent of young adults text while driving. Harsher punishments would

incentivize them to change their behavior. BYU students sign the Honor Code and so adding a provision to it with

punishments such as probation or dismissal from the university will reducethis unsafe behavior.

The First Presidency released the following statement: One of the functionsof religious leaders in a democracy is to add their moral voice to issues ofpublic importance. This is why churches take positions on social issues.

Robert Hull, Director of Traffic and Safety at UDOT said, "Safer cars, saferroads, safer drivers, those are really what is contributing to the figures .

BYUs mission statement emphasizes social and civic responsibility. Crackingdown on distracted driving would further the universitys mission.

Charges filed against Vernal man accused of killing a teen as a result oftexting while driving.

Strategies:


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To motivate the implementation of a provision in the Honor Code thatincludes punishments such as probation or dismissal from the university forbeing caught texting while driving through the channel of personal contact.

Tactics:

Personally deliver a written report on the projected safety ramifications ofthe new provision, including statistics of how many crashes and fatalities aredue to unsafe or distracted driving habits.

Set up a presentation meeting with the administration and invite communityleaders and church leaders to encourage the Honor Code change, bydemonstrating how the Honor Code would decrease accidents byimplementing stricter consequences for distracted driving.

Set up a sponsored dinner for administrators and other top executives of theuniversity and promote our campaign.

Invite them to a sponsored event that brings community advocates togetherto discuss the cause.

Flyers in every administrators box with secondary messages fromcommunity and state leaders that emphasize the importance of thecampaign.

Include a quick article in the company newsletter that underscores theimportance of being tough on the issue of distracted and unsafe driving.

Send monthly emails to administration encouraging them to implementthe policy change and emphasizing our support.

Buy space for radio PSA, because these opinion leaders are big radiolisteners.

BYU Freshman Self-interests: Involvement in the BYU Community and building friendships Objectives they would help us accomplish: 1, 2, 3 Current Relationship with Organization: Newly enrolled students, yet

unfamiliar with BYU Culture and school norms Channels: Media, Personal Contact Opinion Leaders: Upperclass men, parents, administration, Hall RAs

Messages: BYU Freshmen are a critical public to reach in this campaign, and areessential to the completion of all three objectives. Their self-interests include theirneed to become accepted into the BYU community, make friends, and succeed at

BYU. They will be motivated by messages that teach responsibility in college andinstruct them as to BYU culture. Opinion leaders such as upperclassmen andadministration will have a strong influence over their beliefs and attitudes becausethey are trusted to know the ropes.

Primary Message:Drive Safe Away from home is not away from responsibility.

Secondary:


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Current Relationship: Fairly good. The BYU Police Department is seen as atrusted source.

Channels: Personal contact, social media and on-campus communication Opinion leaders: BYU faculty and staff, church leaders, community leaders

management and other students.

Messages: This public will be crucial in helping to achieve the first and secondobjectives that lead the change in behavioral habits toward seat belt usage andtexting while driving. Their self-interests are feeling like they are part of their schoolcommunity, their own safety and well being and their social interactions. They willrespond to the BYU Administration because of their credibility as leaders of theuniversity they attend. Housing management is influential bec ause of studentshousing contract. Their parents are also influential and most students look to themfor general advice and basic values.

Primary Message:

When driving, go have some fun! But text when youre done.

Secondary Messages: In the same amount of time it takes to glance at one text message, a driver

traveling 65 mph covers the length of a football field. You shouldnt doanything that could take away your attention from the road for that distance.

By getting a drivers license , people take responsibility for their drivingactions as well as the potential actions of others on the road. Texting whiledriving lowers the reaction time of a driver in all situations, which can resultin easily preventable accidents.

Distracted drivi ng is a factor in one of four crashes nationwide. Dont letyourself be that one.

The consequence for simply getting pulled over for texting can be a fine ashigh as $750, which is the second highest fine in the country. If an accidentinvolves distracted driving, you can face jail time up to 15 years and up to a$10,000 fine. Thats a lot of time for an easily avoided crime.

Primary Message:It only takes three seconds to save your life.

Secondary Messages:

The effort to put on your seatbelt could be the difference in your life if youget in even seemingly minimal accidents. Take the extra time so that youdont give up the rest of your time!

Among front seat passengers and drivers, seat belts reduce the risk of injuryby 50 percent and the risk of death by 45 percent. By consistently wearing aseat belt, this risk is eliminated.


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In a car accident, your body weight is multiplied by the speed the vehicle istraveling. So, if you weigh 125 pounds and crash at only 30 mph, your bodyhits with a force of 3,750 and there is little chance of restraining yourselfwith that amount of force.

The seat belt is designed to cross the hips and the shoulders, which are thestrongest bones in the body. If a seat belt is worn improperly, there is agreatly increased risk of severe organ or spinal damage in the case of anaccident.

Your friends are influenced by your example. By wearing your seat belt everytime you enter a vehicle, you help to motivate your peers and help protecttheir lives.

Strategies: Motivate students who live in off-campus housing to discourage their friends

from texting while driving through on-campus communication.Tactics :

Campaign posters in the Wilkinson Center and on major bulletinboards on campus

Information booth in the Wilkinson Center An event in Brighams Squar e Hand out flyers referring to campaign website Send an email through campus communications

Strategies: Motivate students in off-campus housing to stop texting while driving

through social media.Tactics :

Create a Facebook page and Twitter account for the campaign Use BYU Sponsored Facebook pages to promote the campaign Facebook

page Write and provide tweets for BYU Twitter accounts Send a tweet with a link to the online Daily Universe article written about

the results of texting while driving Create an internet PSA to put on the campaigns Fa cebook page and

Twitter account

Strategies: Motivate students in off-campus housing to value and encourage the

importance of seat belt use every time they are in a vehicle throughcollateral material.

Tactics : Hand out bumper stickers when signing up for off-campus housing parking

spots


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Create a brochure for the off-campus housing management offices Offer a reward (candy, etc.) for signing a pledge to agree to stand up for seat

belt sand wear them every time they get in a vehicle Leave flyers recommending the campaign website and information on doors

of off-campus housing complexes

Require additional attention to abiding by laws, particularly seat belt laws,in the BYU Contracted Housing Agreement and code of conduct

BYU Faculty and Staff: Self-interest: A passion for teaching, continuing learning, academics, the

safety of their students/ employees, their role as a leader in the community Channels: personal contact, work channels, Opinion leaders: Other faculty/ staff members, administration, their role as a

community and university leader, and church leaders Current relationship: BYU police is a part of faculty/ staff. Faculty and staff

are neutral with the stance of unsafe driving. Objectives : 1, 2, 3

Message : This public is critical in achieving all the campaigns objectives. Their self -interests are a passion for teaching and learning, their role as community anduniversity leaders, and the safety and well being of their students and employees.Their opinion leaders are fellow faculty and staff members, BYU administration andchurch leaders. BYU Police is a part of faculty and staff. They are neutral with thestance of unsafe driving.

Primary:As community leaders, responsible teachers and employers, you set a

standard of what safe driving should be.Secondary:

53 percent of fatalities result from lack of seat belt use. Wearing a seat beltincreases your safety by 47 percent

Speeding increases chances of a fatality in an accident by 3.5 times Pledge today to always wear a seat belt and slow down on the road Leaders lead by example. Be an example of what a safe driver should be by

not texting while driving, wearing a seat belt and following the speed limit.

Primary:Responsible teachers and employers take part in educating their employees

and students to drive safely.Secondary: Due to technological advancements, Utah state legislatures have passed

stricter laws and punishments regarding texting while driving. A study shows that while 97 percent of young adults are aware of the

dangers of texting while driving, 43 percent still do it. As an influential, takepart to change the behavior in young drivers


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A statement from LDS.org reads, One of the functions of religious leaders ina democracy is to add their moral voice to issues of public importance.

A driver is 23 more times likely to get in a car accident when texting whiledriving. Educating young adults to change behavior exponentially increasessafety.

Dedicate an amount of time to educate students and employees to drivesafely

Strategies: To motivate teachers and faculty to educate students and employees to

change behavior towards safe driving through work channels and opinionleaders.

Tactics: Have administration send an email to all faculty and staff asking them to

educate about the consequences of unsafe driving Give faculty and staff an information packet to guide them in educating

about unsafe driving that includes fliers, stickers, statistics, testimonials,and pledge sheets

In faculty newsletter highlight what teachers are doing to have successfulbehavior change in driving habits

Regular encouragement from administration at faculty meetingsand reports from teachers on what is working

Give all faculty and staff stickers to put in cars with an appeal to usethe given materials

Strategies: To motivate teachers and faculty to educate students and employees to

change behavior towards safe driving through personal contact.Tactics: Send weekly email reminders to keep up educating students and employees Ask faculty and staff for personal success stories on changing unsafe driving

behavior Ask faculty and staff to share success stories given to them by their students. Send weekly materials to use to teach students and employees Have Cecil send a personal video explaining to teachers how much of an

effect they have on students to change behavior

Evaluation Criteria and Tools

Objective 1Criteria: Only 38 percent of young adults should text while drive in Utah over thenext three quarters, a five percent decrease.Tool: Replication of "It Can Wait" survey of Utah young adults nine months aftercampaign launch.Objective 2Criteria: Only one in seven Utah residents do not buckle their seat belts over the


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next year, a decrease from one in twelve.Tool: Replication of survey by the Center for Disease Control and Prevention on seatbelt use one year from campaign launch.Objective 3Criteria: Five percent decrease in percentage of Utah residents who normally speed.

Tool: Replication of survey taken of people who normally speed in Utah beforecampaign launch.


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Tweets for campaign Twitter page

At 65 mph, one glance down at a text or a tweet takes you over a football fields

length on the road. Help us promote less distracted driving. Without a seatbelt, chances of injury in a crash are 5 0% more likely. Death is 45%more likely. It only takes 3 seconds to save your life!

We all know we shouldnt. Lets kick the habits of distracted driving for good! Visitjuststop.byu.edu to find out more.


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Email to BYU Administration

Subject Line: Lives are lost and ruined, but you can keep your students safe.

Dear Brigham Young University Administration,

It has come to our attention that unsafe driving habits have become agrowing problem among the students of BYU. The main driving practices that havecaused this are texting while driving, speeding and not wearing a seatbelt. Althoughawareness of the risks and consequences of these practices are high, behavior inaccordance is low. We urge you to add a strict policy on distracted driving. Aprovision allowing the university to put violators on academic probation or evendismissal, will communicate to your students that distracted driving is a seriousproblem. About 43 percent of young adults text while drive. Having harsherpunishments would incentivize students to change their behavior. BYU studentssign the Honor Code and commit to live by it with knowledge of the seriousconsequences if violating. Adding harsher punishments would reduce this unsafebehavior exponentially among BYU students. BYUs mission statement emphasizessocial and civic responsibility. Cracking down on distracted driving would furtherthe Universitys mission statement. Do your students a favor that could save theirlives. Crack down on distracted driving.

For more information visit our website at juststop.byu.edu.

Sincerely,Just STOP! Campaign.


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Internet PSA Script

SFX:Sound compilation of seatbelts clicking, text message notification sounds, cardoors opening and closing, phones ringing and engines running to make a slightly

obnoxious sound, showing clips of each noise maker when its being heard. Ends withshot of a car hitting a fence, making a loud noise.Cut to woman who is narrating.WOMAN: Those are all great sounds when you hear them separately. But hearingthem all at once confuses our brains. Thats what happens when you drivedistractedly. As it is, driving requires a lot of details. When parts of your brains arefocusing on a text message or other distractions in the car, it clutters your attentionand you can no longer function safely and efficiently.Theres time for this Cut to silent video of texting.WOMAN: And this

Cut to silent video of someone talking on the phone.WOMAN: And this Cut to silent video of someone driving out of a driveway.WOMAN: Just not at the same time. Were working together to put a stop to unsafedriving. Visit juststop.byu.edu or check us out on Facebook for more information onwhat you can do to help put an end to unsafe driving habits.Cut to dark screen with website URL across it in white.


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Outline/talking points for BYU administration to use in faculty/staff meetings

- We as the Administration appreciate all you do- BYU is filled with extremely educated professors and employers who love to

learn, teach, and act as an example of what students should strive to become

- Professors and employers act professionally, ethically and morally in allareas of work and life- A problem has risen that is high in awareness but low in action- Wearing seatbelts, speeding and texting while driving is a major cause of

accidents and fatalities.- 53 percent of fatalities result from lack of seat belt use. Wearing a seatbelt

increases your safety by 47 percent- Speeding increases chances of a fatality in an accident by 3.5 times- You are 23 more times likely to get in an accident when texting while driving- At BYU, we strive to be as safe as possible and avoid danger in every aspect

we can.

- Safer driving habits could have prevented accidents and tragedies that havehappened here at BYU to our own faculty, staff and students- We want to challenge faculty and staff to rise up and commit to making a

change in behavior- As leaders at the university, to students, in communities and in church

settings, we ask you to be an example of what responsible, safe driversshould be

- This involves putting the devices away while driving, the simple task ofwearing a seatbelt when in a vehicle and obeying the speed limit

- These simple actions increase your safety and lower your risk of an accidentimmensely.

- We also ask that you help your students and employees understand thisimportant issue as well

- At BYU, you have a direct influence over the students at BYU- This generation heavily relies on technology in every aspect of their lives,

especially cell phones- They look up to you as educated leaders who are updated on current issues- As educated leaders, you are responsible to act as advocates of important

matters that relate directly to students well being, that may not be a part ofyour curriculum

- We ask that you take time to educate your students and motivate them tochange behavior

- We are sorrowful at all the accidents that have happened to our students thatcould have been avoided

- The administration is dedicated to resolving this issue, and having highawareness, high action and change of behavior

- We understand that what we are asking you to do will take a lot of effort andthought, and we understand the heavy work load you already have

- We will be sending weekly emails to remind you of what you are doing andthe importance of it


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- Included in a separate email from this campaign group will be weeklymaterials and information for you to use as guidelines in educating yourstudents on this issue

- We are here to support you in any way we can. If there is anything we can dofor you, we are here to help

We believe that by our faculty and staff changing behavior, and motivating studentsto do the same, we can greatly reduce the number of accidents and fatalities, andlive in a safer BYU community


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Works Cited:

Admin. (2011, September 23). Texting while driving . Retrieved fromhttp://www.byuschoolhealth.com/texting-while-driving/

BYU Risk Management. (2012, January 01). Defensive driving . Retrieved fromhttp://risk.byu.edu/training/classroomTraining/DrivingSafetyClass.php

Center for Disease Control and Prevention. (2011). Injury prevention and control:Motor vehicle safety. Retrieved on 23 November, 2012 fromhttp://www.cdc.gov/motorvehiclesafety/seatbeltbrief/index.html

Deseret News. (2003, September 18). LDS church statement: 'Alcohol: A focus onhealth and safety. Retrieved fromhttp://www.deseretnews.com/article/700259580/LDS-Church-statement-Alcohol-A-Focus-on-Health-and-Safety.html?pg=all

Driving while distracted: statistics to know . (2012). Retrieved fromhttp://www.nationwide.com/newsroom/dwd-facts-figures.jsp

Georgia southern university launches anti-texting and driving campaign . (2012).(Master's thesis, University of Georgia Southern) Retrieved fromhttps://my.georgiasouthern.edu/index.php?option=com_content&id=1345

Hands-Free Info. (2012, November). Utah: Cell phone & texting laws, legislation .Retrieved from http://handsfreeinfo.com/utah-cell-phone-laws-legislation.

Lane, K. (2010, January 12). National safety council estimates that at least 1.6 millioncrashes each year involve drivers using cell phones and texting . Retrieved fromhttp://www.nsc.org/Pages/NSCestimates16millioncrashescausedbydriversusingcellphonesandtexting.aspx.

LeBeau, P. (2009, June 25). Texting and driving worse . Retrieved fromhttp://www.cnbc.com/id/31545004/Texting_And_Driving_Worse_Than_Drinking_and_Driving

Park, L. (2009, September 05). Enforcement challenge. Standard-Examiner .Retrieved fromhttp://www.standard.net/topics/news/2009/09/05/enforcement-challenge-utahs-no-texting-law-difficult-prove.

Texting and driving. It can wait . (2012). Retrieved from http://itcanwait.com/


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Utah Public Safety. Be smart. Be safe. Retrieved on 23 November, 2012 fromhttp://publicsafety.utah.gov/highwaysafety/documents/smart.pdf

UWIRE: The College Network. (2010, June 23). BYUPD requires tough training .Retrieved from http://uwire.com/2010/06/23/byupd-requires-tough-

training/

Young drivers report the highest level of phone involvement in crash or near-crashincidences . (2012, April). Retrieved fromhttp://www.distraction.gov/download/research-pdf/811611_1_.pdf

Zero Fatalities. (2012). 2011 Utah fatalities data analysis . Retrieved fromhttp://ut.zerofatalities.com/dld/statistics/2011_Statistics.pdf

Documents

Group Campaign