Changing Traffic Safety Culture with Values Based Campaigns:

Transcription

1 Changing Traffic Safety Culture with Values Based Campaigns: Effective Messaging Around Distracted Driving March 2012 Dee Allsop, Ph.D Sunrise Valley Dr., Suite Thomas Circle, NW, 10 th Floor Washington, DC Reston, VA

2 CHANGE 2 Positive change emanates from new self evident ideas that protect, promote and preserve shared core values. What are the core values that relate to Distracted Driving? What are the self-evident ideas that protect, promote and preserve them? 2

3 Background, Objectives, and Methodology The AAA Foundation is developing an understanding of the drivers, motivations, and emotions relating to distracted driving in order to develop a communications strategy and campaign and lead the country in combating and significantly reducing distracted driving. The goal of this project is to design the most effective message architecture and communications strategy that could support a national campaign aimed at young drivers. Method: Online Audience: 1, year olds who have a driver s license and own a cell phone, PDA, or hand held device. n=295 live in areas that have cell phone laws in place n=713 live in areas that do not have cell phone laws in place Field Dates: August 13 th -24 th,

4 Heart+Mind Strategies The same people behind some of the most successful, award winning campaigns Milk Las Vegas American Public Transportation The New Steel* Robert Wood Johnson Covering Kids* Plastics* American Petroleum The Nature Conservancy *David Ogilvy Award Winners 4

5 What are Values? Values are the central guideposts for human decision making Make clear which issues have the greatest impact Values guide the formulation, selection, and analysis of future courses of action Campaigns built on the public s values focus, engage, and unify public and leaders behind action 5

6 Why Values Matter They are motivational Widely shared Stable, enduring Ideal to inspire to DO something Reach to a broad group or coalition of Continuity throughout a project and over time 6 6

7 Strategic Hinge 7 There is a strategic hinge which exists, linking attributes and benefits to the target audience Persuade by Reason Motivate through Emotion Identifying the rational and emotional drivers of this hinge is the purpose of values research. 7

8 Overview Youth are generally interested and informed about distracted driving issues. They share heroic assumptions that they each have better driving skills and are safer than other drivers their age. Nevertheless large numbers engage in distracted driving behaviors KNOW it is risky to do so KNOW it is a leading cause of death for their age group, and have a high incidence of distracted driving accidents or close calls personally or among family/friends. 8

9 Overview Guiding Messaging Principle Because young people KNOW, and KNOW better, they are most susceptible and responsive to messaging that directly confronts them with the tragic consequences of not acting on what they know evoking the emotions of guilt and stupidity (their own words) they would feel if their actions were to cause an accident. 9

10 Key Findings 10

11 Key Findings There is a high awareness of distracted driving overall and young drivers are interested and consider themselves to be informed on this issue. Many indicate that they, their families, or their friends have had personal experience with distracted driving which have lead to accidents, near accidents, running red lights and/or stop signs, unknowingly shifting into other lanes and, in rarer cases, injuries and deaths. Blue text = Key subgroup differences 11

12 Friends are Most Likely to Have Been in Accidents Q. Please think about distracted driving and accidents when answering the following questions. - Have you ever been in an accident because you were distracted while you were driving? - Has anyone in your family ever been in an accident because they were distracted while driving? - Have any of your friends ever been in an accident because they were distracted while driving? You Your Family 63% No Not sure Yes 88% 12% Subgroup analysis: More likely to have been in accident? Those who text and drive: 15% College grads: 15% Ages 21-26: 13% 1% 11% 26% 38% 15% 47% Your Friends 0% 100% Base: All respondents (n=1,008) 12

13 Near Accidents are More Ubiquitous Q. Please think about distracted driving and almost having an accident when answering the following questions. - Have you ever almost been in an accident because you were distracted while you were driving? - Has anyone in your family ever almost been in an accident because they were distracted while driving? - Have any of your friends ever almost been in an accident because they were distracted while driving? You Your Family 33% 49% No Not sure Yes 17% 5% 47% 49% 18% 19% 63% Your Friends 0% 100% Base: All respondents (n=1,008) 13

14 Key Findings Though there is strong recognition that drivers are responsible for their own safety, people believe distracted driving is something others do - not themselves. They consider themselves to be better and safer drivers than others on the road. Cell phone users, especially texters, and urban area residents are most likely to admit that their distracted driving actions could put others as well as themselves at risk. Despite this opinion, nearly all respondents (99%) do at least one thing that could lead/contribute to distracted driving. Cell phone related activity (talking, and to a lesser extent, texting) is widespread. Interestingly, ages are more likely to partake in nearly all activities than year olds, including talking on the phone and texting while driving. Blue text = Key subgroup differences 14

15 Majority Feel That They are Better and Safer Drivers Than Others Q. Thinking about your own driving skills, how would you rate your skills compared to most other drivers? Q. When it comes to safe driving, how would you say you compare yourself to most other drivers? Much better Somewhat better About the same Somewhat worse 2% 18% 28% 3% 51% 79% Much more safe Somewhat more safe Neither Somewhat less safe 3% 17% 30% 4% 49% 80% Much worse 0% Much less safe 0% 0% 20% 40% 60% 0% 20% 40% 60% Base: All respondents (n=1,008) 15

16 Key Findings Drivers are most receptive to information on distracted driving from those who have been impacted by distracted driving in some way. The primary consequences of distracted driving are having an accident (39%), being less focused (22%) and killing someone (22%). At an emotional level, those consequences would mainly lead to guilt (41%) and, to a lesser degree, feeling stupid (27%). Blue text = Key subgroup differences 16

17 Close personal ties and those directly affected by distracted driving are most effective messengers Q. Below is a list of people, groups, and organizations you may or may not listen to for advice on how to avoid being distracted while driving. Using the scale provided, please indicate the degree to which you would care about what they had to say on the topic of distracted driving. Mean Level of Caring (1-10) Age Base: All respondents (n=1,008) 17

18 Recap of Values Hierarchy Personal Values Emotional Consequences Functional Benefits Stable, enduring personal goals or values How does that make you feel? What KIND OF SENSE does it give you (or leave you without)? Emotional or social consequences derived from the issues or functional consequences What BENEFIT (or CONSEQUENCE) does that action provide to you? What does it allow you to do differently (or what does it DEPRIVE you of)? Functional consequences derived from traits or beliefs about the issue Why is that so important to you? Why does that matter? Attributes Perceived beliefs about or traits of an issue Of these activities, which do you feel is the biggest, most risky distraction for you personally while driving? 18

19 Most Risky Driving Distraction All Respondents Values Ladder Freedom Sad (4%) Scared (9%) Guilt (41%) Shame (14%) Angry (5%) Stupid (27%) Eating or drinking (10%) Looking at a GPS/Map (9%) Writing a text (20%) Looking for music to play (16%) Reading a text (11%) Accident (39%) Less focused (22%) Kill someone (22%) Answering a phone call (7%) Get a ticket or be fined (6%) Injure someone (9%) 19

20 Freedom Message Architecture Values Ladder Peace of Mind Creates guilt and shame because I/You knew better Causes accidents than can injury or take a life Texting 20

21 Key Findings The clear favorite message among drivers is Your world could end at the push of a button. Texting and driving can kill it s that simple. Don t tempt fate that text can wait! There were pieces of other messages that were also powerful to respondents, including, Can you live knowing you took a life? and Is a text more important than a life? Exposing drivers to the dangers and consequences of distracted driving is more effective than taking a more light-hearted approach. Blue text = Key subgroup differences 21

22 More Explicit Messages are More Impactful Q. To what degree do each of the following statements describe your feelings about this concept? (1=Does not describe my feelings at all, 10=Describes my feelings perfectly). Mean Rating This concept is simple/easy to understand This concept makes me recognize importance of "no texting and driving" laws This concept makes me feel importance of taking personal responsibility to not text and drive This concept makes me feel like I can make a difference to make driving safer This concept is important for people like me This concept catches my attention Concept 1 Do your part. Save lives. Law No- Law Concept 2 Can you live knowing Concept 3 Is a text more important Concept 4 Your world could end Concept 5 Take a stand. Save a life Concept 6 Your next text while driving. V1 V2 V1 V2 Concept 7 Don t send the wrong message = Highest rated concept in category Base: All respondents (n=1,008) 22

23 Messages on Strategy Work Best Q. Considering all the concepts you just reviewed, please indicate which was your favorite and which was your second favorite? Concept 1: Everyone is responsible for safe driving. No texting and driving laws save lives. [Law Area Respondents: When I obey the law]/[no-law Area Respondents: When I support anti-texting and driving laws ], I am making the road safer for everyone. Do your part. Save Lives. 17% Less Explicit Concept 2: If you text and drive, a ticket may be the least of your problems. Can you live knowing you took a life? Be smart. Be safe. If not for your sake, then for everyone else. Concept 3: Is a text more important than a life? That s what people s actions say when they text and drive. [Version 1: Don t be that person]/[version 2: Don t send the wrong message. Don t text and drive]. Concept 4: Your world could end at the push of a button. Texting and driving can kill it s that simple. Don t tempt fate that text can wait! Concept 5: I can be responsible and make a difference in the lives of my friends. Texting and driving destroys lives. Take a stand. Save a life. Friends don t let friends text and drive. Concept 6: Your next text while driving just might be your last. When people text and drive, they are being selfish and short-sighted. [Version 1: Be smart. Live without regrets.]/ [Version 2: Don t be stupid. Don t regret.] Don't text and drive. Concept 7: Don t send the wrong message. Don t text and drive. 31% 28% 48% 25% 21% 31% More Explicit More Explicit Most Explicit Less Explicit Less Explicit Least Explicit Base: All respondents (n=1,008) 23

24 Relative Impact of Message Components Q. Thinking about the following concepts, which phrases within these concepts do you find most powerful for you or that resonate with you the most? Your world could end at the push of a button. 230 Is a text more important than a life? Can you live knowing you took a life? Texting and driving can kill it s that simple. Don t tempt fate that text can wait! Take a stand. Save a life. Friends don t let friends text and drive. Your next text while driving just might be your last Don t text and drive. 102 Don t send the wrong message. 100 Texting and driving destroys lives

25 Four Ads Gwent Police, UK production; 4mins, graphic depiction of accident and traumatic consequences for 4 girls and passengers of other cars involved in the accident ATT spot; 15 sec; This is the text from me, that my sister was readying, right before she flipped her car and was killed on impact USDOT spot; 30 sec; Four vignettes of people from different walks of life driving and using phone or texting ending up with them in accidents Allstate spot; 15 sec; Selected because it used humor. Two men in a car, one saying he is going to call Allstate while driving. The other tells him he should think about that first. 25

26 Ads Showing Graphic Consequences of Distracted Driving are Most Effective Q. Thinking about the ad you just viewed, to what degree do each of the following statements describe that ad? (1=Does not describes at all, 10=Describes completely) Mean Rating Is simple and easy to understand UK Distracted Driving Ad (n=253) AT&T Ad (n=252) Distraction.gov Ad (n=251) Allstate Ad (n=252) Catches my attention Makes me want to stop doing anything that might be distracting for me or my friends while driving Makes me feel like this really does matter a lot for people like me = Highest rated ad in category 26

27 Strategic Implications 27

28 Implications Guiding Messaging Principle Because young people KNOW, and KNOW better, they are most susceptible and responsive to messaging that directly confronts them with the tragic consequences of not acting on what they know evoking the emotions of guilt and what they would feel if their actions were to cause an accident. 28

29 Implications Executional Considerations Giving voice to the victims is the most powerful spokesperson approach particularly victims that reflect important relationships (boyfriend, girlfriend) that suffered as the result of distracted driving. In general, the more graphic and dramatic the message and visuals, the more powerfully they make people want to stop doing anything distracting. NEVERTHELESS, it does not need to be PG13/R to be effective. 29

30 Implications Messages The most impactful message directly confronts drivers with the consequence of not acting on what they know: Your world could end at the push of a button. Texting and driving can kill it s that simple. Don t tempt fate that text can wait! Other powerful messages also take the direct approach: Is a text more important than a life? Can you live knowing you took a life? 30

31 Changing Traffic Safety Culture with Values Based Campaigns: Effective Messaging Around Distracted Driving March 2012 Dee Allsop, Ph.D Sunrise Valley Dr., Suite Thomas Circle, NW, 10 th Floor Washington, DC Reston, VA