December

Stay Alive, Dont Text and Drive

Chelsea Stanger, Kelli Sprunt, Nate Deppermann, Colin
Holmes and Landon Peay
A campaign for the Brigham Young University community on the dangers and consequences
of distracted driving.

Communications 235, Introduction to Public Relations

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Table of Contents
Background...3
Situation Analysis.6
Core Problem6
Goal and Objectives..7
Key Publics/Messages/Strategies/Tactics.8
Calendar...22
Budget..24
Evaluation....41
Products...28
Works Cited.42
Appendix A..44
Appendix B..59
Appendix C..66

Background
The Problem
Distracted driving is a proven cause of accidents and careless driving. It has become an
increasingly significant problem as more and more drivers are beginning to multi-task while
driving. Among those surveyed, all agreed that texting while driving was dangerous but most
admitted to driving distracted in some form or another. The problem is that many individuals
justify texting and driving by only texting at stoplights, when alone in the car, or when not on
busy streets. This causes them to continue to do so despite the danger.
The majority of those surveyed said that they probably would not stop texting while
driving, even if they fully understood the dangers. Of those surveyed, 74% believed that texting
while driving presented the greatest possible distraction. 56% strongly agreed that texting while
driving was a serious danger. A common reason for their unwillingness to change their habits
was that they believed they could text safely, they are being smart about it, or they answered out
of habit. Many said they would only change their behavior unless they are personally affected by
texting and driving or if someone they know is affected. However, many did believe that humor
would be an effective and memorable way to convey information about the problem if done
correctly.
The Statistics
There are many statistics that support the claim that distracted driving is dangerous,
despite the fact that many drivers have the attitude and mentality that they are better than the
average driver and will not get in an accident. Four in 10 Americans admit that distracted driving
has caused them to swerve, to slam the breaks, to get a ticket, or to get into a minor accident. In

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addition, 16 percent of fatal crashes in 2009 were attributed to distracted driving, according to
the National Highway Traffic Safety Administration. In fact, 11% of drivers who are under the
age of 20 who were involved in fatal accidents report being distracted at the time of the crash.
Drivers are 23 times more likely to get into a car accident if they are texting, and six times more
likely to get into an accident if they are dialing a number. Using a cell phone actually reduces the
amount of brain activity while driving by 37%.
Fatalities from distracted driving increased 28% after 2005. They increasingly involved
many drivers who were driving alone in collisions with obstruction on the road in urban areas.
This number correlates with an increasing amount of cell phone use per capita. Through
multivariate analyses, Stimpson and Wilson predicted in the American Journal of Public Health
that an increase in texting lead to more than 16,000 additional road fatalities from 2001-2007.
Texting and driving is comparable to drunk driving, and the statistics prove its
magnitude. When a driver is texting while driving, his reaction time will decrease by 35% while
a drunk drivers reaction time will decrease by 12%. A driver with a blood alcohol content of .08
will react to a lead cars break lights twice as fast as a texting driver, and when texting, a drivers
steering capability goes down 90%.
Legal Consequences
In 2006, Reggie Shaw, was driving to work in Logan, Utah. The 19-year-old student was
approaching James Furaro, 38, and his passenger Keith P. ODell in a Saturn sedan. Shaw
crossed the yellow line dividing the road and hit the Saturn causing it to spin across the highway
and be struck by a pickup truck hauling a trailer. The two men in the Saturn were instantly killed.
Further investigation found that Shaw had been texting his girlfriend as he crossed that line.
Shaw was sentenced to 30 days in jail and 200 hours of community service.

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Shaws accident inspired harsher laws in Utah against distracted driving. Utah has
recently passed legislation that not only bans texting while driving, but is cracking down on
distracted driving as well. An accident is no longer seen as an accident if distracted driving is
involved. It is now viewed as choice to be a careless driver. The law states that committing a
moving violation as a result of distraction from a handheld cellphone or device not related to
driving qualifies as careless driving. The consequences of being caught driving distracted can
range anywhere from receiving a $50 citation to a felony charge with jail time. The consequence
of causing injury or death as a result of distracted driving is up to 15 years in jail and up to a
$10,000 fine. In 2012, a texting law amendment in Utah was introduced that provides for class B
misdemeanor or felony charges against drivers who cause serious injury or deaths while using
handheld devices. Utah is one of the toughest in the nation on distracted drivers. Since studies
show that cell phone use while driving is as risky, if not more, as driving with a .08 blood
alcohol level, laws against distracted driving are starting to reflect the same caliber as laws
against drunk driving. However, there does prove to be a challenge because distracted driving is
much harder to prove than drunk driving.
Despite these harsh consequences, 81% of those surveyed did not know the legal
consequences for texting while driving, and some interviewees thought they did know the legal
consequences but did not know the full extent. In addition, no one surveyed or interviewed had
ever been ticketed or even pulled over for distracted driving, even though 61% of those surveyed
admitted to texting while driving either occasionally or frequently. This result demonstrated that
not enough information is available about the legal consequences.

Situation Analysis
More than half of BYU students surveyed said they would continue to text and drive,
despite knowing the dangers. Students are prone to texting while driving out of habit and lack of
patience and believe texting at stoplights or stop signs is safe. Only 18% of (surveyed) students
know what Utah laws are regarding texting while driving and none surveyed have ever been
pulled over for texting while driving.
Students, as indicated in the survey, may still continue to drive distracted even with
increased knowledge of the dangers. Many students have the mindset of, this wont happen to
me, and a superman mentality of thinking they are better at multitasking than everyone else.
These attitudes will impede their willingness to stop their distracted driving habits.

Core Problem
If we do not change the mindset and attitude of drivers towards distracted driving habits,
people in the BYU community will continue to drive distracted and accidents will likely
continue.

Goal
Change the mindsets and attitudes of drivers in the BYU community towards distracted
driving by raising awareness of the issue and motivating drivers to practice safer habits.

Objectives

Commit 2,000 students to a pledge against distracted driving by the first week of April.

Achieve a 20% decrease in car accidents caused by distracted driving around the BYU
community by the end of 2013.

Raise awareness from 18% to 80% about the legal consequences of texting. This will be
measured in a post-campaign survey done the first week of April.

Raise awareness about the dangers of distracted driving by getting at least 50% of the
BYU population to visit our Facebook page: 15,000 hits by the first week of April.

Have a total of 3,000 people attending an event associated with the campaign. This event
will be held in March.

Key Publics/Messages/Strategies/Tactics
Driving Students:
Demographics:

Wide range from freshmen to seniors

Ages 18-28 on average

Live on or near campus

Psychographics:

Juggling school, work, and social lives

Natural multi-taskers who look for quick results in activities

Prone to instant gratification.

They want to continuously stay connected to others.

Objectives driving students will help accomplish:

Driving students are targeted because they are the key group whose behavior we are
seeking to change. They are the ones who are driving distracted and endangering themselves and
others on the road. If they stop, accidents related to distracted driving in the BYU community
will decrease.
Motivating self-interests:

Staying connected to others

Being happy, having fun

Getting from point A to point B

Being entertained while driving

They like being a part of something (investment in a cause)

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Status of current relationship with the organization or issue:
BYU student drivers are involved with most of the driving that occurs on campus and in
the BYU community. They are the most targeted key public because there are more of them than
there are faculty drives. It is their actions behind the wheel that most affect the safety of
themselves and others.
Opinion Leaders:

Peers

Parents

Teachers

BYU athletes

BYU performance groups

Social media

Email (BYU campus messages)

Radio

Podcasts

BYU website home page

Channels:

Primary message: Know the law; own the law

Secondary messages:

The Law in Utah is that people who cause a fatality while texting and driving face 15
years in prison,

The laws against distracted driving are similar to the laws against drunk driving

A text message is not worth 15 years in prison

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Primary message: There is no such thing as safe texting while driving
Secondary messages:

Texting while driving is more dangerous than you think it is, you arent superman behind
the wheel.

When texting you take your eyes off the road for an average of five seconds. At 55 mph
this is like driving the length of a football field with your eyes closed.

57% of drivers rate themselves as better than the average driver.

Texting while driving can be as dangerous as drunk driving.

Primary message: Choose to be safe while driving

Secondary message:

A text can wait; its not worth risking your life or the lives of others

For music while driving, create playlists and start a playlist before you start driving

Put your phone somewhere you cant reach it before starting the car

Designate someone to text for you while driving

Strategies:
1. Educate driving students through print media that understanding the laws against driving
distracted will help them drive safer.
Tactics:

Brochure (impact story will be included)

Poster (with the football statistics)

2. Raise awareness of the dangers of distracted driving by informing students of our

Facebook page and encouraging them to visit it and learn more.
Tactics:

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Fliers including our Facebook name and reason to visit are passed out in the WSC
and posted on multiple places where human traffic is heavy on campus.

The Facebook page which will have information about the realities of distracted
driving and links to other resources.

3. Motivate students through a social event at Brigham Square to sign the pledge and
practice safer driving habits to ensure their safety and make them part of the cause.
Tactics:

Air fresheners

Campaign t-shirts

Distracted driving simulator

Pledge

Vocal Point performance

Divine Comedy performance

Cougarettes performance

Non-driving Students:
Demographics:

Possibly foreigners

Possibly low-income

Freshmen

Possibly unemployed, unless the job is within walking distance

Psychographics:

Always relying on friends and family for rides

Possibly trying to save money for a car if they are employed

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Similar psychographics to driving students

Objectives non-driving students will help accomplish:

We are targeting non-driving students because even though they dont drive, they can
have a positive influence on their friends and family in the BYU community who do. If given
the proper information, they can help educate drivers on the dangers and consequences of
distracted driving.
Motivating self-interests:

They want to make sure they have rides when they need them.

Staying safe when being driven.

Eventually they will have a car and will drive. Knowing this information the campaign is
giving will encourage them to practice safe driving habits in the future.

Status of current relationship with the organization or issue:

Since non-driving students typically not get the opportunity to drive, they dont have
much experience with distracted driving. However, they are still riding in cars with friends and
family and still want to stay safe. If they are in the car with a driver who is using their phone or
not paying attention to the road in any other way, they could be severely affected.
Opinion leaders:

Friends

Parents

BYU athletes

BYU performance groups

Professors

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Communications channels:

Print media (brochures, posters)

Social media

Brigham Square events

Primary message: Be an educated backseat driver.

Secondary message:

Example: making sure that whoever is driving the car you ride in does not text
and drive. This will ensure your safety, their safety, and the safety of other drivers
on the road.

Primary message: Have the courage to speak up against distracted driving.

Secondary messages:

Volunteer to be a designated texter for the person who is driving.

Remind them of the dangers and legal consequences of distracted driving.

Strategy:
1. Motivate non-driving students through social media to promote conservative
driving habits among their peers to ensure their safety.
Tactics:

Twitter account

Facebook page

Instagram picture feed with info graphics

Meme creation contest

2. Motivate students through a social event at Brigham Square to sign the pledge and
practice safer driving habits to ensure their safety and make them part of the cause.

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Tactics:

Air fresheners

Campaign t-shirts

Distracted driving simulator

Pledge

Vocal Point Performance

Divine Comedy Performance

Courgarette Performance

Freshmen:
Demographics:

Ages 18-19 years old

From all over the United States and various other countries

Majority are living in the dorm rooms

Psychographics:

Usually living on their own for the first time

Often with a group of new people because they are trying to make new friends

They are likely to have the superman mentality because of their new elevated status as
college students

Objectives freshmen will help accomplish:

We are targeting freshmen because we hope that they will still be in the process of
looking for new friends, groups, etc. and will be easier to influence. We also want to specifically
target the youngest group in the hope that they will influence next years freshmen.
Motivating self-interests:

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Freshmen want to feel independent and like they have made it on their own.

They want to feel a part of the BYU community

They are concerned about money

They want to make friends, bond with other people

They want to be entertained

They want to do well in school

They want to have a positive first-year experience

Status of current relationship with the organization or issue:

If the organization is the police, then the freshmen most likely do not have a relationship
with them, good or bad. They probably arent likely to listen to a message if all they know about
it is that it came from the BYU police.
They most likely do not have a strong opinion on the issue of distracted driving unless
they have had a personal experience. Because of that, our goal with the ones who do not have
any personal experiences is to get them thinking about the issues and consequences.
Opinion leaders:

BYU athletes

BYU performance groups

Parents

Favorite professors

Resident advisors

Communications channels:

Facebook

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YouTube

Twitter

Instagram

BYU website

Flyers/information around Wilkinson Student Center and the Cannon center

Primary message: Texting while driving is driving impaired.

Secondary messages:

When a drivers blood alcohol level is at .08, they will have a delayed reaction time of
12%. A driver who texts while driving will have a delayed reaction time of 35%.

A driver with a blood alcohol level of .08 will react to a lead cars brake lights twice as
fast as a texting driver.

The average length of time your eyes are off the road when you are texting is five
seconds, which is how long it takes to drive the length of a football field at 55 mph.

When texting, steering capability goes down 91%.

A driver is 23 times more likely to get into a car accident while texting and driving.

Drivers are 6 times more likely to get into an accident while dialing a number on their
phones.

Primary message: Legal consequences to texting while driving arent worth the risk.
Secondary messages:

In 2006, 19 year-old student Reggie Shaw hit and killed two men because he was texting
while driving. He was sentence to 30 days in jail and 200 hours of community service.

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Because of Shaw, the sentence was increased to a harsh level of up to three years in jail
and $750 fine if caught texting and driving. If the texting and driving causes injury or
death, a $10,000 fine is imposed and the driver could face up to 15 years in jail.

Strategies:
1. Enlighten the freshmen students through media of the consequences of distracted
driving so they can avoid accidents and legal consequences, which could affect the rest of their
lives.
Tactics:

Facebook page with links to more resources and facts about the consequences of
driving distracted.

Facebook event page with information publicizing the event at Brigham Square

Twitter account with links to more resources, tweets with statistics, and updates
about upcoming events.

Instagram account with pictures from events and information about distracted
driving.

Humorous T.V. commercial using BYU athletes

2. Motivate the freshmen through class presentations to sign the pledge against distracted
driving to satisfy their desire to contribute to the BYU community.
Tactics:

Personal contact through classroom presentations about the dangers of driving and
the legal consequences.

PowerPoint presentation with information about the dangers of distracted driving.

This will include statistics concerning the comparison between texting while

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driving and drinking while driving. This will demonstrate the magnitude of the
dangers of distracted driving.

Information fliers with some statistics about of the dangers of distracted driving
and information advertising the events at Brigham square. These will also have a
QR code that links to the Facebook page.

3. Motivate the students through Brigham Square events to encourage their friends not to
text while driving and remember not to do it themselves when they drive.
Tactics:

A pledge for students to sign promising to not drive distracted and practice safe
driving habits.

Customized air fresheners will be given to students who sign the pledge. These
will be stamped with the motto Stay Alive, Dont Text and Drive on one side
and tips on how to be a safer driver on the other side.

A simulator done on the computer and the students phones demonstrating the
difficulty of concentrating on texting and on the road at the same time.

Free t-shirts given to students who participate at the event by asking and
answering questions. The t-shirts will say, I pledged to not drive distracted on
the front and Stay Alive, Dont Text and Drive on the back.

Members of the BYU sports teams to excite students and motivate them to visit
the booths and sign the pledge.

Performances by Vocal Point, Divine Comedy, and the Cougarettes to attract

students to the event and keep them entertained.

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Professors
Demographics:

All hold advanced degrees from respected academic institutions

Many are fluent in at least one other language other than their native tongue.

Many conduct research and are involved with other creative works outside of the United
States.

Psychographics:

Juggling teaching, research, and family life

Have high level of education, so they will respond to logical arguments

Family-oriented

Care about the well-being of students

Objectives professors will help accomplish:

We are targeting the professors because they make up a large percentage of drivers on
campus and because we feel that they can be a motivating influence for our targeted student
groups. We know that they care about the overall safety and well-being of their students and as a
result, would likely be willing to encourage them to learn about the dangers and consequences of
distracted driving.
Motivating self-interests:

Safety and well-being of family/students

Getting from point A to point B

Being able to use their phone in the car for business purposes

Status of current relationship with the organization or issue:

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The professors are more likely to have some sort of relationship with the campus police
because they are working alongside them on a daily basis.
In terms of a relationship with distracted driving, professors are probably less likely to
use devices while driving because they did not grow up that way. There werent as many
distractions available to them when they began driving. However, they are likely to have children
who this will apply to and they will surely feel strongly about keeping them safe as well as their
students from the dangers of distracted driving.
Opinion leaders:

Peers

Department heads

Spouses

Communications channels:

Email

Social media

Radio

Podcasts

Primary message: You can help keep your students safe by encouraging safe driving habits.
Secondary messages:

Various statistics concerning drunk driving vs. texting and driving

The average length of time your eyes are off the road is five seconds, which is how long
it takes to drive the length of a football field at 55 mph.

Primary message: You can discourage distracted driving by educating your students on the legal
consequences.

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Secondary messages:

Current legal consequences of texting and driving in Utah

Story about Reggie Shaw and why the legal consequences have become so harsh

Strategies:
1. Encourage the faculty through email to incorporate discussions about texting
and driving in their classrooms.
Tactics:

Informational email containing facts and figures related to distracted driving

Brochure containing information related to texting and driving attached to the

email as a PDF

A pledge to motivate the faculty to stop driving distracted and encourage their
students to do the same

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Calendar

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Calendar

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Budget

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BUDGET

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BUDGET

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BUDGET

Products

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News Release29
Poster.30
Brochure.31
Radio Script33
Twitter Account..34
Facebook Account..35
Informational Flier.....36
Event Information/Schedule...37
Pledge.38
Custom Air Fresheners39
Commercial Script...40

News Release

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FOR IMMEDIATE RELEASE

Contact:
Kelli Sprunt (951) 505 3374
December 4, 2012
Stay Alive, Dont Text and Drive Event to be held in Brigham Square
As technological devices develop, the temptations for distractions in the car while driving
are growing rapidly. The purpose of the event held in Brigham Square is to educate students on
the dangers and legal consequences of distracted driving. Multiple booths will be set up in that
will each offer different information and opportunities to participate. These opportunities will
include the chance to sign a pledge promising to implement safer driving habits and encourage
others to do the same. Free customized air fresheners and campaign t-shirts will be given away to
those who participate.
Activities will include the chance to mingle with BYU athletes as well as use a distracted
driving simulator, set up on a television set for larger viewing and on two additional computers
to give as many people the chance to try as possible. For entertainment purposes, there will be
performances by Vocal Point, the Cougarettes, and a skit by Divine Comedy.
The event will be held on Wednesday March 6, 2013 from 11:00 a.m. to 3:00 p.m. and is
a major focus for the Stay Alive, Dont Text and Drive campaign that will launch in January.
###

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Brigham Young University

Client: BYU Police

Spot:
:60 Radio PSA
Writer: Nate Deppermann

ANNOUNCER: ONE OUT OF EVERY FIVE CAR CRASHES CAUSING AN INJURY

INVOLVES SOME ELEMENT OF DISTRACTED DRIVING. ACCORDING TO A
UNIVERSITY OF UTAH STUDY, USING A CELL PHONE WHILE DRIVING
MATCHES THE DRIVERS REACTION TIME WITH THAT OF A PERSON WITH A
BLOOD ALCOHOL LEVEL OF .08, THE LEGAL LIMIT.
JOIN WITH THE BYU COMMUNITY IN A PLEDGE TO STOP DISTRACTED
DRIVING ON THE BYU CAMPUS AND SURROUNDING AREAS. YOURE NOT
SUPERMAN BEHIND THE WHEEL.
SEARCH BYU DONT TEXT AND DRIVE ON FACEBOOK AND HASHTAG
STAYING ALIVE ON TWITTER AND INSTAGRAM TO FIND MORE
INFORMATION REGARDING HOW YOU CAN PLEDGE TO MAKE A CHANGE.
YOU CAN ALSO FIND TIPS ON HOW TO AVOID DRIVING DISTRACTED.
ALSO FIND OUT HOW TO WIN PRIZES IN OUR YOUTUBE VIDEO CREATION
AND MEME CREATION CONTEST.
STAY ALIVE, DONT TEXT AND DRIVE!

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Twitter Account

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Facebook Page

https://www.facebook.com/pages/BYU-Dont-Text-and-Drive/445982912129158

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Stay Alive
Dont Text and Drive
Everyone knows that drinking and
driving is dangerous, but did you
know that a driver is 23 times more
likely to get in a car accident if they
are texting while driving? The
statistics dont lie. Remember to keep
your eyes on the road.
Event Information/Schedule

Stop by Brigham Square on

Wednesday, March 6, 2013
between 11:00 A.M. and 3:00
P.M. to find out more and sign
the pledge. There will be
performances by Vocal Point,
the Cougarettes, and Divine
Comedy.

#stayingalive

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Brigham Square Event: Stay Alive, Dont Text and Drive

(Tentative program outline)
Wednesday, March 6, 2013
11:00 AM 3:00 PM
Vocal Point performance at 12:00 PM located in the north section of Brigham
Square.
Cougarettes performance at 1:00 PM located in the east section, right outside the
WSC.
Divine Comedy skit performance at 2:00 PM located in the east section, right
outside the WSC.
BOOTHS:
Informational booth (booth #1) giving facts about legal consequences and
dangers, handing out brochures, etc. Assigned to Nate Deppermann, Colin
Holmes, and 4 members of womens soccer team.
Pledge booth (booth #2) once students agree to read and sign the pledge,
they will receive a custom air freshener. There will be 4 clipboards with
pledges held by the athletes. Assigned to Kelli Sprunt and 4 members of the
BYU football team.
Distracted driving simulator booth (booth #3) there will be one TV and
two laptops set up for use. Assigned to Chelsea Stanger, Landon Peay and 4
members of the BYU mens basketball team.
*The first 25 visitors at each booth will receive a free campaign t-shirt. After that,
10 more will be brought out each hour for each booth. The athletes assigned to
each booth can hand these out to students who ask and answer questions related to
distracted driving.

Pledge

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I pledge to keep my eyes on the road and off of my phone. I pledge to practice safe
driving habits and remember the consequences of distracted driving.

Custom Air Fresheners

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(Front side)

(Back side)

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Stay Alive, Dont Text and Drive Campaign Commercial

Script
(SFX Heartbeat)
Shot: Dramatic shot of scoreboard (4th and long, 15 seconds left on the clock, BYU is down by
2)
VO: There are some moments
(SFX Heartbeat)
Shot: Dramatic shot of field goal unit lining up, Sorenson ready to make the kick
VO: When focus is everything
(SFX Heartbeat followed by deep breathing)
Shot: The ball is snapped to the holder and Sorenson runs to make the kick
VO: And even the slightest distraction
(SFX Text message alert)
Shot: Holder pulls out his phone and checks the text message
VO: Can make all the difference.
Shot: Distracted by his text, the holder grabs the ball as Sorenson attempts the kick and Sorenson
misses Charlie Brown style. The holder is unphased and continues to text.
VO: Some things deserve your full attention.
Shot: The holder is still texting and Sorenson is laying flat on his back on the ground.
Close with screen with slogan: Stay Alive, Dont Text and Drive

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Evaluation
Objective 1
Criteria: 2,000 students to sign the pledge against distracted driving by the first week of
April
Tool: Compile all results of the pledge from online and event efforts and count the results
Objective 2
Criteria: 20 % decrease in car accidents caused by distracted driving around the BYU
community by the end of 2013
Tool: Annual report of police data
Objective 3
Criteria: 80% of BYU students aware of the legal consequences of texting
Tool: Replication of first survey asking whether students are aware of the legal
consequences of texting.
Objective 4
Criteria: 50% of BYU population visits the Facebook page meaning 15,000 hits by the first
week of April
Tool: Measure of hits to Facebook page
Objective 5
Criteria: 3,000 people attend each event in February and March
Tool: Count of the number of people that visited at least one booth at the Brigham Square
events

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Works Cited
(2010). MIE Research Identifies Dangers of Texting While Driving. UMass Amherst. Retrieved
December1, 2012 from http://engineering.umass.edu/news/mie-research-identifiesdangers-of-texting-while-driving
(2012). Texting vs. DUI. AlanGoldfarb. Retrieved November 3, 2012 from
http://www.distracteddrivinghelp.com/texting-and-driving/dui
AT&T. (2012). Texting and Driving Simulator. Retrieved December 1, 2012 from
http://itcanwaitsimulator.org/
Cooper, J., Drews, F., Godfrey, C., Strayer, D., & Yazdani, H. (September 14, 2009). Text
Messaging During Stimulated Driving. The Journal of Human Factors and Ergonomics
Society OnlineFirst. Retrieved on December 1, 2012 from
http://www.psych.utah.edu/lab/appliedcognition/publications/texting.pdf
Devine, E. (2010). The Dangers of Texting and Driving. Ezine Articles. Retrieved November 3,
2012 from http://textinganddrivingstatistics.com/
Do you know utah's distracted driving laws?. (2012, April 13). Retrieved from
http://www.markscarstar.com/do-you-know-utah-s-distracted-driving-laws
Eagan, J. & Johnson, A. Who are the most distracted drivers? Those with higher incomes and
higher education, poll shows. Insurance Quotes. Retrieved November 3, 2012 from
http://www.insurancequotes.com/distracted-driving/
Graziano, A. (October 19, 2012). UMPD works to decrease texting driving. The Massachusetts
Daily Collegian. Retrieved on December 1, 2012 from
http://dailycollegian.com/2012/10/19/umpd-works-to-decrease-texting-and-drive/
Hands free info. (2011, July 21). Retrieved from http://handsfreeinfo.com/utah-cell-phonelaws-legislation
Ray , L. (2012, April 03). Distraction.gov. Retrieved from
http://www.distraction.gov/content/get-the-facts/facts-and-statistics.html
Richtel, M. (August 29, 2009). Utah Gets Tough with Texting Drivers. The New York Times.
Retrieved on December 1, 2012 from http://www.saferoads.org/utah-gets-tough-textingdrivers
Stimpson, J & Wilson, F. (Nov 2010). Trends in Fatalities From Distracted Driving in the United
States, 1999 to 2008. American Journal of Public Health. Retrieved on November 3,

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2012 from http://peyser.sewanee.edu/Sites/215%20Behavior%20Modification%20for
%20Sustainability/Quiz%203%20readings/Wilson2010.pdf
Stop the texts. Stop the wrecks. (n.d.). Retrieved from http://stoptextsstopwrecks.org/

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Appendix A
Qualitative Research
Questions used for the one-on-one interviews:
1. Do you think using electronics while driving is distracting? Why or why not?
2. Do you text while driving? Why or why not?
3. How do you feel about commercials about TWD etc.?
a. Have they inspired you to change at all?
b. Do you think you would respond better to humor in the situation?
4. Why do you still continue to text while driving/drive distracted when you know possible
consequences?
5. What will it take to make you stop driving distracted?
Individual answers recorded by each group member:
1. Female, 21
1. Yes, you have to look at them which means you wont be looking at the road, you
wouldnt be capable of focusing and seeing things.
2. Yes I have before, but not all the time. I did it because somebody needed me at that
moment.
3. Its effective to some people and not to others
a. Yes, its a good reminder.
b. No, they would shake it off.
4. Because I have to get things done.
5. I dont know. Id have to get in an accident, or someone I knew.

45

2. Male, 25
1. Yes, because it takes your attention of the road, you can only look at one place at a time
2. Yes, because cause Im impatient
3. Yes, they inspire me and I think theyre good.
4. I try not to, but if I think Im in a safe situation I will. I think residential roads are safer.
5. Its all about self-discipline.
3. Male, 22
1. Yes, because your focus is off of road
2. Yes, if something is important and Im by myself. I do it as a last resort.
3. No, I dont watch TV.
4. As a last resort
5. Someone close to me would have to be affected by it.
4. Male, 23
1. Yes, your eyes arent on the road
2. No, same as the first
3. Yes, inspired, keep serious
4. Not applicable
5. Not applicable
5. Male, 23
1. Yes, because Im not looking at road
2. Yes, like to be in touch with conversation and dont want to make people wait, urgency
3. Ones that show people who have died, very serious, no humor

46
4. Itll never happen to me, and Im capable of multi-tasking
5. If actually being involved in an accident.
6. Male, 22
1. Yes - even though youre not texting, your mind is thinking about what youre saying,
listening to, etc. I have a Bluetooth and it uses Siri to text. So that is probably safer but
not completely safe. One time I was listening to a book on tape and missed my exit by 8
miles, which just shows that I was thinking more about the book than my driving.
2. I never text with my hands anymore, I also use Bluetooth, and because of Bluetooth I text
more often than I did before. Having a Bluetooth is when I stopped texting
3. On a scale of 1 to 10 (most inspired to change) the commercials are at a 4. They are not
very effective. Humor might help. On the smoking commercials, the vulture, the funny
commercial is better than the really dramatic ones.
4. No idea, I just did.
5. More convenience, like with the Bluetooth. Its safer so I might as well use the safer way.
People who text and drive will text and drive no matter what, so if they have safer ways
to do it they might use them
7. Male, 24
1. Yes, it diverts attention
2. Only at red lights at a complete stop.
3. Awareness but stopping is a personal commitment, wouldnt attribute it to any TV ads. I
was aware of the danger just because of common sense. Humor could be effective but it
shouldnt be either or, more tools will be more effective. TV ads are not the most

47
effective. With the tobacco what really helped was the tax. Also people might be selfconscious; they dont want to be seen as a bad driver.
4. General nature, this one time wont hurt attitude, Im a good driver attitude. When I used
to I would put my hands up on the steering wheel which was safer than looking down.
5. Awareness is always good, strict laws would help, laws being enforced. Bluetooth but it
doesnt always work so maybe if it were better developed it would be more popular.
8. Female, 21
1. Yeah. Research says its almost like being drunk.
2. Yes, at stoplights, but not often.
3. They are impactful but I feel like I dont do it often enough that Im the one whos
behavior needs to be changed and who they are targeting.
4. Attitude that it always happens to someone else, habit, convenience, even if you have no
intentions you will still answer the phone out of habit.
5. Some kind of actual intervention, stricter law enforcement, somehow put information in
cars/ cell phones so people are thinking about it while in the car
9. Male, 22
1. Yes, its distracting.
2. Yes, to not be impolite, but I text really fast.
3. Yes I think they are good, and I dont text as much because of those commercials.
4. Overconfidence, the Im good at it attitude, the people who crash are the ones who
arent good at it.
5. Nothing will help 100%, stricter laws maybe; I dont think there are any laws against it
right now. Some cell phone companies have options for parental controls that can

48
monitor that.
Hands free are helpful but when they make mistakes they just make you more distracted.
10. Female, 21
1. Yes, unless you are at a stoplight and know that its going to be a long light. Because
youre not watching the road. I cant text and drive at the same time, will run into
someone.
2. Only at a stop light. If I really need to then Ill stop the car. Because I dont want to die.
In Oregon you arent even allowed to talk on the phone while driving, interesting law.
3. Pretty naturally opposed to it, so when I see them I think they are targeted at other
people, maybe the same kind of people that will drink and drive. The people who would
be texting and driving are the younger generation, so I dont think they would really be
inspired by negative ads, it might make them want to rebel even more. They want to
prove that they can multitask. Humor might work. Giving advice for how you can
manage texts would be cool. People have a reaction when they get a text, if they really
want to say something they just go to their phone while driving without even thinking
about it. Maybe something about how to have more control while driving. Some cars
have OnStar, cool except you have to pay for it. I would use it if I had more money. You
dont even have to dial phone number just say the name of the person you want to call.
Bluetooth is kind of weird because it looks like people are talking to themselves, but it
could be handy in the car.
4. People understand, either they are trying to show off, with a group of friends, trying to be
cool, or something really important is happening and they feel like they cant wait to text.

49
5. If it was me, I usually have to learn by experience, so I would have to almost run into
someone or get in an accident etc. Video simulators could be effective for some people,
could also be kind of fun to try on. Maybe they would change if they knew the laws. Ive
never known anyone to get pulled over form texting, but I see people texting all the time.
Like when you are going behind someone really slow and they are swerving and then you
realize they are texting.
11. Female, 20
1. Yes! Because youre not fully focused on whats in front of you.
2. I dont text while the car is moving. I do sometimes text at stoplights or stop signs though
if I need to.
3. I dont text while driving because it scares me. I dont trust myself enough to do two
things at once, especially if one of them is driving. They do scare me, but sometimes they
make me kind of roll my eyes a bit. I think they are effective for some though.

a. I

think it would depend. It would have to be done in the right way. But yeah, probably.
4. I think people text and drive even knowing the consequences because they think they are
skilled enough to do that. They probably dont think anything will happen to them.
5. I think they would have to be personally affected by texting and driving to get them to
stop. Either to them or to a loved one.
12. Male, 25
1. Yeah. It takes your attention off the road.
2. No. Its dangerous!
3. Theyre a good reminder to not text and drive.
4. Not applicable

50
5. Not applicable
13. Female, 22
1. Oh for sure. You cant focus on a tiny screen and the road at the same time!
2. I dont text while driving but I am guilty of messing with my iPod while driving. I dont
text because thats too much thinking for me at one time.
3. I dont have a TV! But I know kind of what youre talking about. Theyre alright I guess.
I think funnier strategies would be better.
4. Well, I think I still play with my music because it only takes me a second to click a
button so it doesnt seem as dangerous.
5. I dont really know. I honestly dont do it that often!
14. Female, 20
1. Yeah. Even if my phone just rings Im instantly distracted!
2. I do sometimes. If I really need to talk to someone Ill usually just try to call them.
3. I havent seen one in a long time but from what I remember theyre really dramatic. I
guess thats okay because its a serious problem but I dont remember really thinking
twice about them. They should make them a bit more entertaining.
4. I think I keep doing it because I feel like I can safely, even though that sounds dumb. I do
it stoplights are when Im one of the only cars on the road. But never on the freeway!
Thats scary.
5. Im not really too sure. Maybe if I got in an accident or something.
15. Male, 23
1. Yeah.
2. I do it because Im ADD. I cant handle not looking at a text. I have to answer it.

51
3. I feel like theyre completely pointless. Texting and driving is something people will do
no matter what. Texting is an addiction.
a. No, they havent.
b. (Laughs) Probably. I think so, yeah.4
4. Because I dont think about it being dangerous while Im doing it. I dont think about the
consequences.
5. Honestly, someone close to me dying because of it. Ill admit that I would have to learn
the hard way.
16. Male, 24
1. Yes. It takes your attention away from the road.
2. Yeah I do. I dont like waiting to respond to people.
3. They dont help. They just frustrate me.
a. Nope.
b. I would respond a lot better to humor.
4. Its probably because I dont think of the far-reaching consequences in the moment.
5. It would take someone close to me either dying, or getting seriously injured because of it.
17. Female, 23
1. Yes I do because I know personally that I have almost crashed because I was using an
electronic device.
2. With that being said, yes I do because my thumb is attached to my keyboard apparently.
3. I think they put awareness in the minds of young adults especially. They definitely make
me think twice.
4. Probably because I feel like I will be in that percentage that nothing will happen to me.

52
5. Hands free everything.

18. Male, 22
1. I think it is inherently distracting because attention is divided between multiple tasks, is
of vastly more importance.
2. I dont, the dangers outweigh the reward.
3. I think a certain amount of humor would be appreciated, but the seriousness of the topic
needs to be maintained.
4. Not applicable.
5. Not applicable.
19. Female, 20
1. I think that it definitely is distracting because is not only dividng their visual attention
between the two things but also their mental focus.
2. I text sometimes and its usually when Im at an intersection, like a red light and it is when
I need someone to know something ASAP.
3. I have no clue. I think they are mainly for teens and also for people that have a habit of
texting just for the sake of a conversation. That type of correspondence is not especially
necessary to complete while driving.
4. I do because sometimes I have to communicate with people. I just dont while pressing
the gas pedal.
5. No cell phones.
20. Male, 22

53
1. Yes, but some distract more than others.
2. Sometimes, it depends on how busy traffic is.
3. I dont have a very strong opinion about them either way. They havent really inspired
me to do anything different.
4. Because Im responsible? I dont know.
5. Death. Or have me not drive.
21. Female, 21
1. Totally. You are trying to concentrate on something more important and end up
forgetting about the road and cars around you.
2. I try not to, for obvious reasons.
3. They make me super depressed. I get anxiety if I think about the shortness of life. So I
have to ignore them. They have definitely inspired me to look at my safety and the safety
of those around me. I dont think humor is totally the way to go, but look up Australias
Dumb Ways to Die. It works perfectly.
4. For a brief moment, I think Im cooler than that I guess.
5. I have no idea. Stop texting forever, I guess.
22. Male, 21
1. Yes, your attention is somewhere else other than the road.
2. Sometimes, if I feel like the text is important enough.
3. They do kind of scare me a bit, and they have inspired me to change. I think if you used
humor you would have to be very careful. But if you can pull it off, humor would be
more effective.
4. I do because I think that if I just do it one more time it will be okay.

54
5. I think if I knew someone or of someone who actually had an experience with an accident
related to distracted driving, I would be more inclined to stop.
23. Female, 19
1. Yes, because it uses your eyes.
2. Yes, I love my family. I am busy, its easy, Im good at it and it saves time.
3. Ive heard it all before. Im well informed on the risks. People inspire me more than
commercials. I think humor would make it more memorable.
4. Because, Im the hero of my own story.
5. If someone sat on my phone while I was driving, or if I had someone to text for me.
24. Male, 22
1. Yes, because it takes your eyes off the road.
2. Yes, because its convenient. Sometimes youre all alone and cant have someone else do
it.
3. I dont ever remember anything from them. I think using humor would be dumb.
4. I feel like it wont happen to me. I make my own destiny.
5. I d have to have my phone literally turned off or on silent. If I needed to call someone
Id turn it on.
25. Female, 21
1. Yes, because if you are looking down at a phone or an iPod you become engrossed in
picking a new song or reading your most recent text and your attention is shifted from the
road in front of you.

55
2. No, because I realize how dangerous it is. The times I have I find myself glancing up and
down from the road to the phone screen and swerving a little. You start to realize how
unsafe it is.
3. I think they hit home fairly hard, but I cant say they inspire me to change so much as I
just realize that texting while driving is unsafe. I feel humor would make the messages
more memorable.
4. While I dont, I think most kids do it because nothing has ever happened to them so they
feel that maybe they are being safe or that nothing is ever going to happen to them.
5. I think it will take kids and teens and even adults to see the effects of someone they know
and love be affected by distracted driving for them to change, or for them to be educated
in the best way possible.

56

Appendix B
Quantitative Research

Initial Report
Last Modified: 11/29/2012

1. What is your age?

Answer

Response

17-20

27

22%

20-24

87

71%

24-27

6%

27 or over

2%

123

100%

Total

57
Statistic

Value

Min Value

Max Value

Mean

1.87

Variance

0.33

Standard Deviation

0.57

Total Responses

123

2. What is your gender?

#

Answer

Response

Male

54

44%

Female

69

56%

Total

123

100%

Statistic

Value

Min Value

Max Value

Mean

1.56

Variance

0.25

Standard Deviation

0.50

Total Responses

123

3. How often do you text while driving?

58
#

Answer

Response

Not At All

48

39%

Occasionally

66

54%

Frequently

7%

123

100%

Total

59
Statistic

Value

Min Value

Max Value

Mean

1.68

Variance

0.37

Standard Deviation

0.60

Total Responses

123

4. Why don't you text while driving?

Text Response
It can wait, or I can have someone else do it
I watched the movie Seven Pounds.
To focused on driving
It is a distraction
its against the law
Because it is dangerous...
It's stupid. I've seen the videos, and quite frankly, it can wait.
Because I understand how dangerous it is.
I cannot text on my phone. And it's too dangerous.
because I can't have my entire focus on the road and I know it's very dangerous
It is simply not safe.
Because I want to devote as much attention to driving as possible
It's dangerous
I think that it is important to keep one's eyes on the road while driving, and texting makes that extremely
difficult.
dangerous
Everyone says not to. Sometimes I read my texts at a stop light, but It takes too much concentration away
from the road if I try to actually text.
I saw a traumatic YouTube video about texting while driving, and have tried not to do so since.
It's dumb.
My mom told me not to
Its dangerous
It just isn't worth the risk to send one text. I can wait.
Its dangerous and I am not that multitalented.
Because it is not safe.
I rarely drive, but when I do, I feel that I need to give my full attention to the road because I'm scared
Because I was in a roll over car accident when I was 17.
It's distracting and I can't focus on the road. I think it's stupid and irresponsible when people text while
driving.

60
It is dangerous. You could die!
I don't want a ticket
It is too easy to miss something that you need to react to on the road.
It scares me
It's dangerous and I don't want to get in a wreck
I don't wanna give up the ghost
I can't multi task like that and the consequences scare me
Its not safe.
I don't have texting capabilities on my phone
It's dangerous and distracting
Because it's madness to do so!!!! If I ever felt like dying maybe I would do it.
I don't want to kill others unintentionally
death of loved ones
I don't have texting enabled on my phone
Because driving safely is hard enough as it is without the added major distraction of texting.
It's dangerous
Statistic

Value

Total Responses

42

5. Are you less likely to text while driving when others are in the
car?
#

Answer

Response

Yes

65

88%

No

12%

Total

74

100%

Statistic

Value

Min Value

Max Value

Mean

1.12

Variance

0.11

Standard Deviation
Total Responses

0.33
74

61

6. If you understood the dangers of texting while driving, would you

continue to do so?
#

Answer

Response

Yes

54

44%

No

68

56%

Total

122

100%

Statistic

Value

Min Value

Max Value

Mean

1.56

Variance

0.25

Standard Deviation

0.50

Total Responses

122

62

7. If so, why would you continue to text while driving?

Text Response
Because I justify it
To prove to myself that I won't be a part of the statistic?
I wouldn't
Because I already know the dangers and I haven't really changed.
I only text very occasionally while I am completely stopped at a light. If I start moving my phone goes
out of my hand.
I believe I can do it safely if I am stopped at a stoplight. I don't do it while I am moving.
It depends on how important the text is. If it is not very important then I wouldn't text back until I was in
safer circumstances. If it was more important then I would text back while driving, but not in traffic.
Only at traffic lights.
I just do...sometimes
I usually only text when I'm at a stop light/sign or am driving slowly in a residential area with little traffic
Convenience
I usually only text at stop lights
I only do if it's emergency so that's when I would.
Because I like to respond quickly to my texts.. Not sure there is an exact reason.
Sometimes it's necessary.
I already know the dangers and I still do it a little bit
Because I only do it while I am stopped. I am smart about it.
I'm young and reckless
Lack of patience and reasoning. just being impulsive
I think I would because I occasionally text, but only when at a stoplight or in a secluded road. In my mind
I feel safe.
Because I feel a need to respond when I get a text
habit
Because I already know the dangers and I still do it
I'm impatient.
I only text while stopped at red lights, now while the car is moving
Because sometimes you just have to.
I'm good at it.
Habit
Because I already know the risks
Girls are important
I only text when I am at stop lights or when there is no traffic
I know the dangers of texting and driving, but sometimes I text without looking, or just need to send one
text, or text at a stoplight, and if I do that now, more education probably wouldn't change anything.

63
It never seems dangerous in the moment, even when I know it intellectually
In cases of 'emergency, such as if I need to know something, and I trust myself over the others in the car
reading the information OR I know where to find the needed information, but it would be difficult to
describe it.
I try to only do it in emergency situations and I also try to do it while at red lights or stop signs. I also
never do it on the freeway.
Sometimes it requires a response right then
I only occasionally text while at stop lights. This is probably unwise, but it usually seems important at the
time. I think that the ad campaign against texting while driving is effective though. It has made me
rethink my actions.
Statistic

Value

Total Responses

37

8. Which of the following present the greatest potential distraction

while driving?

Answer

Response

Texting

90

74%

Selecting
music

36

30%

Using GPS
functions

28

23%

Talking on the
phone

13

11%

64
Statistic

Value

Min Value

Max Value

Total Responses

122

9. Have you ever been pulled over and or gotten a ticket for texting
while driving?
#

Answer

Response

Yes

0%

No

122

100%

Total

122

100%

Statistic

Value

Min Value

Max Value

Mean

2.00

Variance

0.00

Standard Deviation

0.00

Total Responses

122

10. Do you know what the legal consequences in Utah are if caught
texting while driving?
#

Answer

Response

Yes

23

19%

No

99

81%

Total

122

100%

Statistic

Value

Min Value

Max Value

Mean

1.81

Variance

0.15

Standard Deviation

0.39

Total Responses

122

65

11. Texting while driving is a serious danger.

#

Answer

Response

Strongly
Disagree

13

11%

Disagree

1%

Neither Agree
nor Disagree

3%

Agree

36

30%

Strongly Agree

68

56%

Total

122

100%

Statistic

Value

Min Value

Max Value

Mean

4.19

Variance

1.56

Standard Deviation

1.25

Total Responses

122

12. How frequently do you drive faster than the speed limit?
#

Answer

Click to
write Choice
1

Min Value

Max Value

1.00

10.00

Average
Value

Standard
Deviation

Responses

5.82

2.02

123

13. How often do you wear a seat belt while driving or riding in a
car?
#

Answer

Response

Not At All

0%

Sometimes

1%

Most of the
time

20

16%

Always

102

83%

Total

123

100%

66
Statistic

Value

Min Value

Max Value

Mean

3.82

Variance

0.16

Standard Deviation

0.41

Total Responses

123

67

Appendix C
Secondary Research
(2010). MIE Research Identifies Dangers of Texting While Driving. UMass Amherst. Retrieved
December1, 2012 from http://engineering.umass.edu/news/mie-research-identifies-dangers-oftexting-while-driving

68

(2012). Texting vs. DUI. AlanGoldfarb. Retrieved November 3, 2012 from

http://www.distracteddrivinghelp.com/texting-and-driving/dui
This article compared the statistics of drunk driving with that of distracted driving and
texting while driving.

69
AT&T. (2012). Texting and Driving Simulator. Retrieved December 1, 2012 from
http://itcanwaitsimulator.org/

70
Cooper, J., Drews, F., Godfrey, C., Strayer, D., & Yazdani, H. (September 14, 2009). Text
Messaging During Stimulated Driving. The Journal of Human Factors and Ergonomics Society
OnlineFirst. Retrieved on December 1, 2012 from
http://www.psych.utah.edu/lab/appliedcognition/publications/texting.pdf

71

Devine, E. (2010). The Dangers of Texting and Driving. Ezine Articles. Retrieved
November 3, 2012 from http://textinganddrivingstatistics.com/
This article provided statistics about drivers who text while they drive.

72

Do you know utah's distracted driving laws?. (2012, April 13). Retrieved from
http://www.markscarstar.com/do-you-know-utah-s-distracted-driving-laws

73

Eagan, J. & Johnson, A. Who are the most distracted drivers? Those with higher incomes
and higher education, poll shows. Insurance Quotes. Retrieved November 3, 2012 from
http://www.insurancequotes.com/distracted-driving/
This article provided information about what demographics were most likely to have
distracted driving habits.

74
Graziano, A. (October 19, 2012). UMPD works to decrease texting driving. The Massachusetts
Daily Collegian. Retrieved on December 1, 2012 from
http://dailycollegian.com/2012/10/19/umpd-works-to-decrease-texting-and-drive/

75

Hands free info. (2011, July 21). Retrieved from http://handsfreeinfo.com/utah-cell-phonelaws-legislation

76
Ray , L. (2012, April 03). Distraction.gov. Retrieved from
http://www.distraction.gov/content/get-the-facts/facts-and-statistics.html

77
Richtel, M. (2009, 08 28). Utah gets tough with texting drivers. New York Times. Retrieved from
http://www.nytimes.com/2009/08/29/technology/29distracted.html?pagewanted=all&_r=0
This was an article from the New York Times which talks about what happened to Reggie Shaw
and Utah making laws against texting drivers. This was used also in the message to driving
students.

78

Stimpson, J & Wilson, F. (Nov 2010). Trends in Fatalities From Distracted Driving in the
United States, 1999 to 2008. American Journal of Public Health. Retrieved on November
3, 2012 from http://peyser.sewanee.edu/Sites/215%20Behavior%20Modification%20for
%20Sustainability/Quiz%203%20readings/Wilson2010.pdf
This article reported trends in driving fatalities and their correlation with number of cell
phone subscriptions

79

Stop the texts. Stop the wrecks.. (n.d.). Retrieved from http://stoptextsstopwrecks.org/
This is a website advocating exactly what it says and we used this as a resource for our
messages to driving students about how much time they spend of the road when they look at
their phone.