TEXTING WHILE DRIVING COMMUNICATIONS PLAN

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1 TEXTING WHILE DRIVING COMMUNICATIONS PLAN Prepared by: Community Outreach Subcommittee of Public Information/Education/Legislation Committee Broward Regional EMS Council Updated June 5,

2 TEXTING WHILE DRIVING COMMUNICATIONS PLAN Situation Analysis According to CTIA The Wireless Association, text messaging has experienced a tenfold increase in the past three years. It is becoming the way many people communicate today, which means some people may be doing it at the worst possible time while driving. The statistics on the risks of texting and driving are clear. Those who text while driving are 23 times more likely to be involved in some type of safety critical event as compared to those drivers who don t text while driving, according to a study by Virginia Tech Transportation Institute. The Broward Regional EMS Council is joining other entities such as AT&T, Sprint, T-Mobile, National Safety Council, CTIA The Wireless Association, National Organizations for Youth Safety, Broward Sheriff s Office, Florida Department of Transportation and schools across the nation to educate employees, customers, students and the general public about using wireless devices safely while driving. Our goal is to generate a change in thinking and behavior of all wireless users. Purpose of Plan The purpose of this communication plan is to improve roadway safety for all vehicle operators, vehicle passengers, bicyclists, pedestrians and other road users by preventing crashes related to the act of text messaging and use of a cell phone while driving a motor vehicle. Strategy The strategy for implementing this plan calls for quick, highly visible successes in the short term, and more involved or ongoing initiatives in the longer term. Existing public education and outreach programs that are effective will be enhanced and expanded. Partnerships and volunteers will be leveraged to expand resources, enabling the widespread communication of public education messages. Social media tools will be one of many components in the communications strategy, along with presentations, signage, broadcast media and well-recognized and respected spokespersons. In addition, legislative initiatives will be encouraged at local and state levels. 2

3 Target Audiences General Public Students Municipalities Legislators External Internal All Broward County Employees All Municipal Employees Objectives 1) Increase public awareness of the consequences of distractive driving to positively change behavior of wireless phone users. 2) Promote collaboration between government entities to increase public awareness on the dangers of distractive driving behaviors. 3) Create partnerships with private sector entities in support of the public education campaign to stop distractive driving. 4) Support the adoption by the State of Florida of a statewide ban on texting while driving law. Work Plan On the following pages, specific tasks and timeframes are identified to achieve each objective. Implementation of the work plan will be managed by the Community Outreach Subcommittee. Monthly progress reports will be shared with the Broward Regional EMS Council. While the true measure of success for this communication plan is the reduction in the number of accidents attributable to cell phone usage, it is not possible at this time to collect that data. Therefore, the measures of success indicators below relate to the number of activities listed in the action items. Objective #1: Increase public awareness of the consequences of distractive driving to positively change behavior of wireless phone users. Number of speaking engagements. Number of public service announcements aired or published Number of social media followers and friends Number of Web site page views 3

4 # Action Item Progress Report 1 Determine campaign branding, including logo and tagline. 2 Create key messages to support behavior change. 3 Develop a tool kit for speakers and other interested partners including a fact sheet and PowerPoint presentation 4 Officially launch campaign with a press conference and include key stakeholders 5 Revise existing collaterals and create new collaterals as needed: Brochures General information brochure Exhibits and Displays Texting and Driving traveling tabletop exhibit Audio/Visual Plasma screen slide Public Service Announcements 6 Broadcast public service announcements on cable television. Complete. Tagline: Take Five to Stay Alive. Don t Text and Drive. Logo was developed and presented to two different student focus groups (Coral Springs High School and South Plantation High School). Overall, it was well received. In progress. Current tool kit items include: Powerpoint presentation FAQs handouts Facts and Figures handout Video PSA (English and Spanish) Logos Complete. Launch event held Friday, May 11, in conjunction with 3 rd Annual James Malcolm ALS Competition at the 16 th Annual First There First Care Conference. Some media was present and B-roll was provided to others. Video of news conference posted to Take5 website. Broward County produced a plasma screen slide in the commission meeting broadcast rotation. A bumper sticker design has been produced. Broward County produced an English and Spanish video PSA featuring campaign spokesperson Gabby Chaves. Spot was posted to the website and made available to media and municipalities. 7 Develop a Web site with information and the tool kit. Copy for an audio PSA has been produced. Complete. website launched, and it will be continuously updated 4

5 with new information. 8 Take advantage of holidays and seasonal observances as opportunities for public education messages. Issue press releases and media advisories 9 Create a social media site(s) (Facebook and/or Twitter sites) to support the public education campaign and to promote events and activities. 10 Research grant opportunities to purchase novelty items with public education messages. 11 Prepare a Communications Plan Activity Report for the EMC each quarter. Share the report on the Web site and with partners. Cheryl Rashkin volunteered to research grant opportunities. An updated communication plan will be posted to the web site each quarter. Objective #2: Promote collaboration between government entities to strengthen public awareness of the dangers associated with distractive driving behaviors. Number of cities and government entities that are participating in the campaign. # Action Item Progress Report 12 Draft a proclamation in support of the key messages that every city can customize for their own presentation. 13 Send a letter to each municipality to request the adoption of the proclamation in support of the public education messages. 14 Seek cross promotions with municipalities and other elected offices (such as the Constitutional Officers) to piggyback the No Texting key messages in their existing collaterals. Completed. A sample proclamation is posted to the Take 5 website and the following have presented proclamations: Broward County, Cooper City, North Lauderdale, School Board and Sunrise. Not yet started; however, the City of Sunrise proclaimed Oct as X the Text Month with a proclamation. Joel Gordon presented the Take Five to Stay Alive. Don t Text and Drive campaign to the 5

6 15 Place a link to each sponsor s Web site on the campaign Web site if they agree to support the promotion of the key messages. 16 Request municipalities to broadcast public service announcements on their government sponsored channels. 17 Meet with BECON to request support and the production of a short video promotion targeting students in the Broward School system. The promotion can be aired on their cable channel as well as broadcast over the public announcement system. South Florida Media Coalition. English and Spanish video PSA is now available. Jerry Graziose, School Board, got BECON to put information on Community Forum and Broward Teen News. In addition, BECON suggested a contest where students would produce their own video PSAs to remind people not to text and drive. State Farm was suggested as a sponsor for prizes. BECON will air the winning video. Objective #3: Create partnerships with private sector and not-for-profit entities in support of the public education campaign to stop distractive driving. Number of partnerships secured # Action Item 18 Seek partnerships with media outlets such as cable companies, newspapers and radio stations to publish and broadcast public services messages. 19 Solicit support from not-for-profit public safety organizations to participate in the public education campaign. 20 Develop private sector partnerships to promote key messages. (Insurance companies would make good partners.) 21 Seek community well-known spokespersons to record public service announcements and to Channel 10 aired a segment with Kristi Krueger interviewing Sgt. Mark Wysocky, Florida Highway Patrol, on the dangers of texting and driving. Dr. Jerry Shank is presenting information to the Broward County Veterinarian Medical Association at their next board meeting. Complete. Through FHP Sgt. Mark Wysocky, the committee secured Gabby Chaves, a 6

7 promote key messages during speaking engagements. Formula race car driver and Western High School honor student, as the campaign spokesperson. Objective #4: Support the passage of state legislation that bans texting while driving. Number of cities that included the ban on texting and driving in their legislative programs # Action Item 22 Request the inclusion of the ban on texting and driving in city and county legislative programs. 23 Send a letter from the EMS Council through the Broward County Commission to the Broward Legislative Delegation to support a ban on texting while driving Legislative Priorities for the Broward League of Cities: supports legislation prohibiting the use of a handheld cellular telephone while operating a motor vehicle in a school zone. 7