Group Campaign Just STOP! Put an end to unsafe driving.

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

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 be defined as committing a moving violation while distracted by use of a handheld cellphone or similar activities. Using a cell phone can bring additional penalties as a secondary violation. Senate Bill 98: Would broaden the definition of text messaging in the current Utah text messaging law. Includes composing a text, entering data and accessing apps. Allows use of handheld device for GPS. In cases of automobile homicide, broadens definitions to negligence in use of handheld electronic devices, not just texting. Approved by the Senate Transportation Committee in 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 the governor March 19, 2012, and took effect May 8. (Hillyard) Senate Bill 128: Would prohibit use of cell phones by drivers under the age of 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). Final approval by the Senate was on Feb. 7 (19-9 vote). Rejected by the House on March 8 and dead. (Romero) (http://handsfreeinfo.com/utah-cell-phone-laws-legislation) How are texting laws enforced? It is very difficult for policeman to enforcefew tickets are written. Utah law makes texting while driving a class C misdemeanor for first-time offenders. But if a person inflicts bodily harm on another while texting or emailing, 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 be sentenced to serve one to 15 years in the Utah State Prison for a seconddegree felony and a up to five years for a third-degree felony. Even though the law is a tough one to enforce, "it's a good law," Shupe said. "It's definitely a distraction and we need to focus on driving," he said. The statistics show texting while driving causes accidents. Texting poses the greatest accidental risk when compared to dialing, talking, listening or reaching for an electronic device, according to a recent study by Virginia Tech Transportation Institute. "I think the law is a good one, but it's a whole lot better for everyone just to obey it," Sangberg said. (http://www.standard.net/topics/news/2009/09/05/enforcementchallenge-utahs-no-texting-law-difficult-prove)

Utahs law for seat belts? You may be stopped and issued a citation for not wearing a seat belt if you are under age 19. Both passengers and drivers can receive tickets. If cited, the maximum 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 30 mph, your body would hit with a force of 4,500 pounds. There is no way you can brace yourself against that much force, and your chances of being thrown from the car are much higher if you arent restrained in a seat belt. Your chances of being killed in a crash are 23 times greater if you are thrown from the car. (http://publicsafety.utah.gov/highwaysafety/documents/smart.pdf) Most drivers and passengers killed in crashes are unrestrained. 53% of drivers and passengers killed in car crashes in 2009 were not wearing restraints. Seat belts dramatically reduce risk of death and serious injury. Among drivers and front-seat passengers, seat belts reduce the risk of death by 45%, and cut the 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 a vehicle during a crash. More than 3 out of 4 people who are ejected during a crash die from their injuries. Seat belts save thousands of lives each year, and increasing use would save thousands more. Seat belts saved almost 13,000 lives in 2009. If all drivers and passengers had worn seat belts that year, almost 4,000 more people would 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 majority of respondents say they are supportive of laws restricting any type of cell phone use while driving. 80 percent respondents support a ban on text messaging while driving. 80 percent of respondents support a ban on emailing while driving. Two thirds (67 percent) of respondents say they are supportive 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-crash experience (23%) compared to all other age groups. Young drivers report almost twice as many crashes (17%) as the next highest group, those 21 to 24 year-olds (9%), and up to four times as many crashes as the other age

groups (4%-6%). Young drivers 18 to 20 report the highest level of phone involvement (13%) at the time of a crash or near-crash; 8% said they were sending a text or e-mail, 3% were reading a text or e-mail, and 2% said they were 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 change behavior to reduce accidents and promote safer driving habits. They have committed $5,000 to fund our efforts. Police office training? BYU police have to go through rigorous training to be officer. The BYUPD is 100 percent state certified from its chief down to the students who work as dispatchers. The dispatchers train with Utah Peace Officer Standards and Training, National Academy of Emergency Medical Dispatch, Utah Department of Public Safety, BCI Records Access and full CPR certification. Many of the dispatchers receive additional training through other organizations. BYU is also part of the Provo Metro SWAT team, which contains officers from BYU, Provo and Orem police departments. Through the SWAT team, officers have trained with the likes of the FBI, Delta Force, Commanders, Salt Lake PD, Federal Air Marshals and Homeland Security. All officers have required training to help them keep their edge, which includes hours 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 all traffic crashes or at least 1.6 million crashes each year involve drivers using cell phones and texting. NSC estimates that 1.4 million crashes each year involve drivers using cell phones and a minimum of 200,000 additional crashes each year involves drivers who are texting. The announcement came on the one-year anniversary of NSCs call for a ban on all cell phone use and texting while driving. (http://www.nsc.org/Pages/NSCestimates16millioncrashescausedbydrivers usingcellphonesandtexting.aspx) In Utah, there were 15 fatalities caused by texting in 2011, as well as 57 speed-related and 72 due to improper restraint Fatalities (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 texting while driving. Texting vs. DUI:

There is equal if not more impairment when texting. Texting causes slower reaction times. When driving unimpaired it takes half a second to break, if driving drunk than it takes 4 more feet, but if you are texting it takes 70 more feet to stop. (http://ut.zerofatalities.com/dld/statistics/2011_Statistics.pdf) (http://www.cnbc.com/id/31545004/Texting_And_Driving_Worse_Than_Dr inking_and_Driving) Speed? Speed is a factor in 45% of fatal crashes. Crashes involving speed are 3.4 likely 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 seat belt use from 11% in 19812 to nearly 85% in 2010, saving hundreds of thousands 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 (text later) campaign consists of a series of radio and television public service announcements and digital signage images that will be featured on campus, and will also be distributed to media around the state of Georgia. In addition to targeting Georgia Southerns 20,000 students, the public service announcements will be distributed to media around the state. Statistics by the 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 half million injuries. Studies show those most likely to be killed or injured are under the age of 20, while the second most likely group is between the ages of 20 and 29. (https://my.georgiasouthern.edu/index.php?option=com_content&id=1345) Zero Fatalities is a mutual effort from various states addressing the top behaviors that are killing people on Americas roads. The focus varies by state, but include behaviors such as drowsy driving, distracted driving, aggressive driving, impaired driving and not buckling up. Drivers are adopting this philosophy through powerful TV and radio commercials, community events, web content and local media stories. Overall awareness of the Zero Fatalities program in Utah hit 72 percent in 2011, compared to 35 percent in 2006. By the end of 2011, Utah had the lowest number of traffic fatalities in 37 years with 233. (http://www.zerofatalities.com/)

The National Highway Traffic Safety Administration is running its Click it or Ticket campaign. In 2010, approximately 22,000 passenger vehicle occupants (excluding motorcyclists) died in motor vehicle crashes in the United States, representing 67% of all motor vehicle crash deaths. An additional 2.7 million occupants were treated for injuries in emergency departments in the United States. Although seat belt use in the United States is now estimated at 85%, millions of persons continue to travel unrestrained. Using a seat belt is one of the most effective means of preventing serious injury or death in the event of a crash. Seat belts saved an estimated 12,546 lives in 2010. If everyone had been buckled up, approximately 3,300 additional lives could have been saved. Click It or Ticket, a national campaign coordinated annually by the National Highway Traffic Safety Administration (NHTSA) to increase the proper use of seat belts, takes place May 21June 3, 2012. Law enforcement agencies across the nation will conduct intensive, high-visibility enforcement of seat belt laws, during both daytime and nighttime hours. Campaign activities in 2012 continue to focus on young adult men (aged 1834 years), a group that is less likely to wear seat belts and 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. We are trying to promote safe driving to reduce fatalities, so market share isnt applicable to this campaign. Additionally, BYU is a very small market relative to 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 and clubs such as BYUSA are constantly promoting an event or a cause. A challenge of our campaign will be to break through the clutter seen on campus. 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 for our campaign. With so many other organizations running similar campaigns there is a danger in repetition. We need to make sure our messages are unique 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 and staff, parents and the Church. Honor Codealcohol/drug use, inappropriate behavior and academic dishonesty can result in getting kicked out of the school.

(http://saas.byu.edu/catalog/2010-2011ucat/GeneralInfo/HonorCode.php) BYU is a stone cold campus, has high family values, the tuition is partly paid by tithing of members. The students are educated, responsible and conservative. Organization reactions? BYU requires safe driving class for unsafe drivers. This course is offered to BYU students or employees who: 1. Receive traffic violations 2. 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 Safety 3. City and Highway Driving Safety (http://risk.byu.edu/training/classroomTraining/DrivingSafetyClass.php) BYU administration posts about texting while driving on their twitter called byusafedriving. (https://twitter.com/BYUSafeDriving) Has the church made a statement on that issue? Church supports safety and supports regulation to reduce impaired driving. They havent made statement on texting while driving but have on impaired driving. The church stated the following: "One of the functions of religious leaders in a democracy is to add their moral voice to issues of public importance. This is why churches take positions on social issues. (http://www.deseretnews.com/article/700259580/LDS-Church-statementAlcohol-A-Focus-on-Health-and-Safety.html?pg=all) The 12th Article of Faith says, We believe in being subject to kings, presidents, rulers, and magistrates, in obeying, honoring, and sustaining the law.

9. SWOT:

 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 Weaknesses 15-24 have lowest seatbelt rates Motivating factor--apathy Overdonescare tactics Texting addiction Seat-belt secondary offense Potential Publics: Women Young women Parents of college students Bishops Professors Family members of victims of TWD Young teens Driving instructors Police officers Management of police officers State legislators BYU groups and clubs BYU police BYU administrationHonor code? Students Pre-mish vs. Post mish Males On campus vs. off campus housing Commuters Passengers and Drivers Houses vs. apartments People with cars vs. people without cars Partiers Engaged, single, married, kids Newly weds

Opportunities Provide more info Re-evaluate other legislation about distracted driving Budget Promotion of new technology Promote a reduction in fatality rates New social mediacampaign level Threats: Competitionother campaigns Not sustainable

Interest groups Opinion leaders BYUSA Carmakers Provo body shops Facebook, MySpace Concert venues Event planners at BYU Counseling staff at BYU Student body officers Performing groups Athletics Freshman Sophomores BYU alumni Film Majors BYU Bookstore Student employers Working students On-campus v. off Hipsters Insurance companies 10. Public Profiles: Narrowed down to 10-15: Parents of College Students: They can be spread out worldwide. Many BYU students are from the Utah area. They are usually conservative, intelligent, highincome and LDS. They are self-interested in their children and their education, as well as their own careers and communities. Church leaders, community leaders and BYU leaders influence them. Traditional media like newspapers and radio are good channels for this public. They have a positive relationship with BYU. BYU Alumni: Very similar to parents, but their self-interests differ. They are more focused 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 Valley area. They are typically run by middle to high-income people who are successful men and women. Their self-interest is mainly to make money, but they also have a few altruistic motivations to keep the public safe and secure. Business and media channels would reach them well. They probably have a fairly neutral relationship with BYU police. Their work often overlaps. Freshmen: They typically live in on-campus housing. They are young adults, mostly white and from middle to high-income homes. Their self-interests are involvement in the BYU Community and building friendships. Their current relationship with

BYU Police is fairly neutral because they are unfamiliar with BYU Culture and school norms. Social media and personal contact channels are effective. Their opinion leaders are upperclassmen, parents, administration and Hall RAs. Off-campus housing: Although they live off-campus, they are still typically close to campus. Their psychographics are very similar to Freshman. Their self-interests are feeling like they are part of their school community, their own safety and social interactions. The current relationship is fairly good. BYU Police is seen as a trusted source. Personal contact and social media are good channels. BYU faculty and staff, church leaders, community leaders management and other students are opinion leaders. BYU administration: Members live nearby. They are middle to high-income people that are community opinion leaders. Their self-interests include the welfare of their student body and promoting academic and spiritual excellence in their students. Church Leaders and community leaders influence them. Business and media channels 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 highincome white people. They have high family, religious, and conservative values. Their self-interests are a passion for teaching, continuing learning, academics, the safety of their students/ employees and their role as a leader in the community. Their opinion leaders are administration, church and community leaders. Media and business channels are good for this public. Driving instructors: We would target local driving instructors. Their psychographics can be really different depending on personal circumstances. They are probably middle-class adults. Their self-interests include making money, but they also care about teaching youth to drive safely. Media and personal contact channels would be effective. Their relationship with police is good. They both want to promote safety. State legislators: They live all around the state. They are adult men and women with fairly conservative values. They range from low to high-income. Their selfinterests 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 relationship with police officers and universities. BYU groups and clubs: Members typically live near the BYU campus. They are middle to high-income white young adults. Their self-interests include getting a good education, making money and having a enjoyable semester. BYU and community leaders, parents and other students influence them. Personal contact

and social media channels reach them. Their relationship with BYU Police is good because they both represent the same organization. Situation Analysis In recent years incidents caused by distracted or unsafe driving have significantly increased, resulting in heightened sensitivity to and awareness of poor driving habits among college-aged students. Due to advances in technology and rising popularity of social media, state legislatures have passed stricter laws and punishments regarding texting while driving. This paired with reckless driving habits such as speeding and not wearing seatbelts, has increased automobile accidents and consequentially fatalities among teens and young adults. Research shows that although 97 percent of teens know that texting while driving is dangerous, 43 percent still do it. Seat belt use is also an issue. Although seat belt use has increased in recent years, one in seven people still do not buckle up. In addition to 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 significant consequences. A driver is 23 times more likely to get in an accident when texting while driving, 53 percent of fatalities among drivers and passengers resulted from lack of seat belt use and accidents involving speeding are 3.5 times more likely to result in fatalities. Throughout the campaign, we expect potential barriers to arise. Although BYU students have strong values and commitment to obeying laws, college students tend to be apathetic about this issue. We need to overcome the clutter of advertising and promotion that is so frequent on campus, while avoiding redundancy and trivialization of the issue. Through research, it is apparent that many people are aware 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 practices such as texting while driving, not buckling up and speeding, which results in unacceptable levels of accidents and fatalities. Goal: To change attitudes and behaviors concerning unsafe driving and promote safer driving habits, in order to decrease the number of automobile accidents and resulting fatalities. Objectives: Decrease the percentage of young adults who text while driving in Utah, from 43 percent to 38 percent over the next three quarters. Decrease the number of people who do not buckle their seatbelts while driving from one in seven to one in twelve, over the next four quarters. Decrease the percentage of people who regularly speed by 5 percentage points over the next three quarters.

Key Publics: BYU freshman BYU faculty and staff BYU 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 and drive. Their self-interests are the welfare of the student body and promoting academic and spiritual excellence in their students. Community leaders and state legislators 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 actions in 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 reduce this unsafe behavior. The First Presidency released the following statement: One of the functions of religious leaders in a democracy is to add their moral voice to issues of public importance. This is why churches take positions on social issues. Robert Hull, Director of Traffic and Safety at UDOT said, "Safer cars, safer roads, safer drivers, those are really what is contributing to the figures. BYUs mission statement emphasizes social and civic responsibility. Cracking down on distracted driving would further the universitys mission. Charges filed against Vernal man accused of killing a teen as a result of texting while driving. Strategies:

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

Tactics: Personally deliver a written report on the projected safety ramifications of the new provision, including statistics of how many crashes and fatalities are due to unsafe or distracted driving habits. Set up a presentation meeting with the administration and invite community leaders and church leaders to encourage the Honor Code change, by demonstrating how the Honor Code would decrease accidents by implementing stricter consequences for distracted driving. Set up a sponsored dinner for administrators and other top executives of the university and promote our campaign. Invite them to a sponsored event that brings community advocates together to discuss the cause. Flyers in every administrators box with secondary messages from community and state leaders that emphasize the importance of the campaign. Include a quick article in the company newsletter that underscores the importance of being tough on the issue of distracted and unsafe driving. Send monthly emails to administration encouraging them to implement the policy change and emphasizing our support. Buy space for radio PSA, because these opinion leaders are big radio listeners. 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: Upperclassmen, parents, administration, Hall RAs Messages: BYU Freshmen are a critical public to reach in this campaign, and are essential to the completion of all three objectives. Their self-interests include their need to become accepted into the BYU community, make friends, and succeed at BYU. They will be motivated by messages that teach responsibility in college and instruct them as to BYU culture. Opinion leaders such as upperclassmen and administration will have a strong influence over their beliefs and attitudes because they are trusted to know the ropes. Primary Message: Drive SafeAway from home is not away from responsibility. Secondary:

Real responsibility is having an understanding of the importance of something and then acting on it. People are 50% more likely to survive in an accident if they are simply wearing a seatbelt, yet many young people still choose not to. Road accidents are the leading cause of death for young adults, which shows young people are the least responsible drivers on the road. More than half of those dead were not wearing seatbelts 1 in 7 people still dont buckle up; people ages 15-24 have the lowest seatbelt rates

Primary: You know it, now why dont you do it? Secondary: 97 percent of students say they know texting while driving is dangerous, yet 43 percent still admit to doing it. Just STOP! is not a campaign about spreading information, it is a call to action. Unsafe driving stops with you, so commit now to drive responsibly. National campaigns about safe driving can be found almost everywhere at any time over the past few years. They inform people about the consequences and laws of unsafe driving. However, studies show that percentages of unsafe driving remain the same. How can we fix this? Together we can commit to safe driving! Many different media channels have been used to target all possible publics, from widespread campaigns from Verizon to PSAs from Justin Bieber. Many methods have been attempted, yet the results stay the same. Strategies: To motivate BYU freshmen to connect responsible driving to the BYU community they are a part of through Freshman Orientation Tactics: Brochure given by Freshman Peer Mentor Small promotional message in orientation pamphlet Flyers in Freshman housing Poster in The Hub and Cannon Center Small ad in Student Planner Planned discussion with Peer Mentors Sponsored event (Orientation breakfast) Specific hall meeting with RA Promotional segment by President Samuelson in American Heritage classes Promotional Freshman dance Off-Campus Housing Students: Self-interests: Feeling like they are part of their school community, their own safety and social interactions. Objectives: 1, 2

Current Relationship: Fairly good. The BYU Police Department is seen as a trusted 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 second objectives that lead the change in behavioral habits toward seat belt usage and texting while driving. Their self-interests are feeling like they are part of their school community, their own safety and well being and their social interactions. They will respond to the BYU Administration because of their credibility as leaders of the university they attend. Housing management is influential because of students housing contract. Their parents are also influential and most students look to them for 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 do anything that could take away your attention from the road for that distance. By getting a drivers license, people take responsibility for their driving actions as well as the potential actions of others on the road. Texting while driving lowers the reaction time of a driver in all situations, which can result in easily preventable accidents. Distracted driving is a factor in one of four crashes nationwide. Dont let yourself be that one. The consequence for simply getting pulled over for texting can be a fine as high as $750, which is the second highest fine in the country. If an accident involves 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 you get in even seemingly minimal accidents. Take the extra time so that you dont give up the rest of your time! Among front seat passengers and drivers, seat belts reduce the risk of injury by 50 percent and the risk of death by 45 percent. By consistently wearing a seat belt, this risk is eliminated.

In a car accident, your body weight is multiplied by the speed the vehicle is traveling. So, if you weigh 125 pounds and crash at only 30 mph, your body hits with a force of 3,750 and there is little chance of restraining yourself with that amount of force. The seat belt is designed to cross the hips and the shoulders, which are the strongest bones in the body. If a seat belt is worn improperly, there is a greatly increased risk of severe organ or spinal damage in the case of an accident. Your friends are influenced by your example. By wearing your seat belt every time you enter a vehicle, you help to motivate your peers and help protect their 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 bulletin boards on campus Information booth in the Wilkinson Center An event in Brighams Square 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 Facebook 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 through collateral material. Tactics: Hand out bumper stickers when signing up for off-campus housing parking spots

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 selfinterests are a passion for teaching and learning, their role as community and university leaders, and the safety and well being of their students and employees. Their opinion leaders are fellow faculty and staff members, BYU administration and church leaders. BYU Police is a part of faculty and staff. They are neutral with the stance 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 belt increases 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, take part to change the behavior in young drivers

A statement from LDS.org reads, One of the functions of religious leaders in a 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 while driving. Educating young adults to change behavior exponentially increases safety. Dedicate an amount of time to educate students and employees to drive safely

Strategies: To motivate teachers and faculty to educate students and employees to change behavior towards safe driving through work channels and opinion leaders. 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 successful behavior change in driving habits Regular encouragement from administration at faculty meetings and reports from teachers on what is working Give all faculty and staff stickers to put in cars with an appeal to use the 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 1 Criteria: Only 38 percent of young adults should text while drive in Utah over the next three quarters, a five percent decrease. Tool: Replication of "It Can Wait" survey of Utah young adults nine months after campaign launch. Objective 2 Criteria: Only one in seven Utah residents do not buckle their seat belts over the

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

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 50% 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! Visit juststop.byu.edu to find out more.

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 a growing problem among the students of BYU. The main driving practices that have caused this are texting while driving, speeding and not wearing a seatbelt. Although awareness of the risks and consequences of these practices are high, behavior in accordance is low. We urge you to add a strict policy on distracted driving. A provision allowing the university to put violators on academic probation or even dismissal, will communicate to your students that distracted driving is a serious problem. About 43 percent of young adults text while drive. Having harsher punishments would incentivize students to change their behavior. BYU students sign the Honor Code and commit to live by it with knowledge of the serious consequences if violating. Adding harsher punishments would reduce this unsafe behavior exponentially among BYU students. BYUs mission statement emphasizes social and civic responsibility. Cracking down on distracted driving would further the Universitys mission statement. Do your students a favor that could save their lives. Crack down on distracted driving. For more information visit our website at juststop.byu.edu. Sincerely, Just STOP! Campaign.

Internet PSA Script SFX: Sound compilation of seatbelts clicking, text message notification sounds, car doors 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 with shot 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 hearing them all at once confuses our brains. Thats what happens when you drive distractedly. As it is, driving requires a lot of details. When parts of your brains are focusing on a text message or other distractions in the car, it clutters your attention and 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 unsafe driving. Visit juststop.byu.edu or check us out on Facebook for more information on what you can do to help put an end to unsafe driving habits. Cut to dark screen with website URL across it in white.

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 all areas 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 have happened 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 drivers should be This involves putting the devices away while driving, the simple task of wearing a seatbelt when in a vehicle and obeying the speed limit These simple actions increase your safety and lower your risk of an accident immensely. We also ask that you help your students and employees understand this important 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 of your curriculum We ask that you take time to educate your students and motivate them to change behavior We are sorrowful at all the accidents that have happened to our students that could have been avoided The administration is dedicated to resolving this issue, and having high awareness, high action and change of behavior We understand that what we are asking you to do will take a lot of effort and thought, and we understand the heavy work load you already have We will be sending weekly emails to remind you of what you are doing and the importance of it

Included in a separate email from this campaign group will be weekly materials and information for you to use as guidelines in educating your students on this issue - We are here to support you in any way we can. If there is anything we can do for you, we are here to help We believe that by our faculty and staff changing behavior, and motivating students to do the same, we can greatly reduce the number of accidents and fatalities, and live in a safer BYU community

Works Cited: Admin. (2011, September 23). Texting while driving. Retrieved from http://www.byuschoolhealth.com/texting-while-driving/ BYU Risk Management. (2012, January 01). Defensive driving. Retrieved from http://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 from http://www.cdc.gov/motorvehiclesafety/seatbeltbrief/index.html Deseret News. (2003, September 18). LDS church statement: 'Alcohol: A focus on health and safety. Retrieved from http://www.deseretnews.com/article/700259580/LDS-Church-statementAlcohol-A-Focus-on-Health-and-Safety.html?pg=all Driving while distracted: statistics to know. (2012). Retrieved from http://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 from https://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 million crashes each year involve drivers using cell phones and texting. Retrieved from http://www.nsc.org/Pages/NSCestimates16millioncrashescausedbydriversu singcellphonesandtexting.aspx. LeBeau, P. (2009, June 25). Texting and driving worse. Retrieved from http://www.cnbc.com/id/31545004/Texting_And_Driving_Worse_Than_Dri nking_and_Driving Park, L. (2009, September 05). Enforcement challenge. Standard-Examiner. Retrieved from http://www.standard.net/topics/news/2009/09/05/enforcementchallenge-utahs-no-texting-law-difficult-prove. Texting and driving. It can wait. (2012). Retrieved from http://itcanwait.com/

Utah Public Safety. Be smart. Be safe. Retrieved on 23 November, 2012 from http://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-toughtraining/ Young drivers report the highest level of phone involvement in crash or near-crash incidences. (2012, April). Retrieved from http://www.distraction.gov/download/research-pdf/811611_1_.pdf Zero Fatalities. (2012). 2011 Utah fatalities data analysis. Retrieved from http://ut.zerofatalities.com/dld/statistics/2011_Statistics.pdf