The dangers of driving under the influence of alcohol are well-documented, yet many people continue to drink and drive. Recent studies indicate that more than 15 percent of drivers age 18 and older had driven under the influence of alcohol at least once in the previous year.³

Do media campaigns work? Do people actually respond to them? Can public service campaigns – also called “social marketing” – convince people to stop drinking and driving?

The main focus of the National Highway Traffic Safety Administration (NHTSA) is to reduce injuries and fatalities on the nation’s roadways. Behavioral research on risky driving behaviors, such as driving under the influence of alcohol, is a key part of NHTSA’s mission. NHTSA also funds or supports intervention activities within behavioral research areas, including funding for semi-annual Alcohol-impaired Driving Crackdowns across the country. The Media Network, Inc. (TMN) recently won a contract from the National Highway Traffic Safety Administration (NHTSA) to evaluate the effectiveness of the NHTSA-sponsored twice-yearly “crackdown” on drunk driving by conducting telephone surveys both before and after each campaign, beginning with the summer 2011 campaign. We will look at attitudes toward drunk driving before the media campaigns begin, awareness of the campaigns, and attitudes toward drunk driving once the campaigns have been completed.

For more information on the dangers of driving while impaired check out the resources listed below:

NHTSA Information

http://www-nrd.nhtsa.dot.gov/Pubs/810801.PDF
http://www.stopimpaireddriving.org/

CDC Information
http://www.cdc.gov/Motorvehiclesafety/index.html

Mothers Against Drunk Driving
http://www.madd.org/

For research-based information and reports on specific impaired driving topics, the following resources are recommended:
Mass Media Campaigns are Effective in Preventing Alcohol-Impaired Driving
http://www.cdc.gov/MotorVehicleSafety/Impaired_Driving/massmedia.html

Motor Vehicle-Related Injury Prevention: Reducing Alcohol-Impaired Driving
http://www.thecommunityguide.org/mvoi/AID/index.html
 

Research Update: School-based Programs Reduce Riding with Alcohol-impaired Drivers
http://www.cdc.gov/MotorVehicleSafety/Impaired_Driving/ReducingMVCrashesYoungDrv.html
 

Research Update: Sobriety Checkpoints Are Effective in Reducing Alcohol-Related Crashes
http://www.cdc.gov/MotorVehicleSafety/Impaired_Driving/checkpoint.html
 

2011 Plan for Enforcement
http://www.stopimpaireddriving.org/Labor-Day-2011-Timeline.pdf

These on-site inspections and trainings served as important awareness opportunities for child safety, and aimed to highlight that all 50 states, the District of Columbia and Puerto Rico, have laws requiring children to be restrained while riding in cars. In addition, according to the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA), failure to read the child safety seat instructions, in addition to vehicle owner’s manual instructions regarding installation, could result in serious injury or death as a result of a failure of the child safety seat to be securely and/or properly restrained. According to NHTSA, 8,959 lives have been saved from 1975 to 2008 due to properly installed child restraints.

As part of this campaign and piggybacking off a national observance, TMN developed various materials to bring this important message to the Hispanic community. In addition to posters and earned media materials such as press releases and talking points to be utilized by NHTSA’s state offices and the public in general, TMN also successfully disseminated an article describing a hypothetical story of a Hispanic mother, and how properly installing her child’s seat saved her child’s life. The article has been picked up by top Hispanic media outlets and has reached thousands of Hispanic parents and caregivers about the importance of properly installing these seats. To date, TMN’s outreach efforts resulted in coverage in La Opinión, El Mundo and several others including Washington Hispanic, and Ser Padres blog.

In 2008, among children under age 5 in passenger vehicles, an estimated 244 lives were saved by child safety seats and adult seat belts. Research shows that child restraints provide the best protection for all children up to age 8. For additional child passenger safety tips, parents and caregivers can visit their local inspection stations and refer to the following 4 Steps for Kids guidelines to determine which restraint system is best suited to protect children based on age and weight.

And parents should always remember that children younger than 13 should ride in the back seat.
For more information on Child Passenger Safety Week, click here or visit the Facebook page.

Featuring magic shows in area schools, student poster contests, and numerous awards to individuals, businesses, and multifamily properties, the event was a great success. For schools with outstanding recycling programs, the County presented the “Magic of Recycling,” which is a magic show designed to be an interactive educational program on recycling. The goal of the show was to encourage students and school staff to continue supporting the County’s recycling efforts. To ensure that the shows ran smoothly, our team provided detailed logistical and technical support including timelines and production schedules.

One of the challenges of planning Recycling Awareness Week this year was to prepare the venue for the Recycling Achievement Recognition Program (the awards ceremony). Faced with budgetary constraints, the County moved the site from the Marriott Hotel (the customary location) to one of the cafeterias in the Montgomery County Executive Office Building. To make the cafeteria appropriate for the ceremony, our team planned every aspect of the program down to the details of arranging a staging room for the presenters and a shot list for the photographer.

Scores of honorees were presented with awards. Students were given awards for creating the best school recycling posters. Individuals, businesses, and multifamily properties were given awards for outstanding individual achievement, outstanding improvement, and excellence in recycling. For the details of specific awards, go the Montgomery County Government website. In the end, the sponsors were pleased with the program and recognized our entire team for a job well done—during the ceremony and throughout the week.

For seniors enrolled in the Medicare program, this new law promises—

• No change in eligibility
• Freedom to choose their primary care doctors
• Gradual elimination of the gap (known as the “donut hole”) in prescription drug coverage
• New preventive care services
• Patient-centered care that is well-coordinated with support in communities
• More doctors, physician assistants, and nurses
• Protection from payment errors, waste, fraud, and scams
• Elimination of high administrative fees paid for in part by premiums
• Longer life of the Medicare Trust Fund

Beyond Medicare, this new law offers a host of provisions to address the challenges of the elderly, Medicaid recipients, and those who are uninsured due to pre-existing conditions. Resources to protect against elder abuse and neglect, improve the quality of nursing homes, provide for home- and community-based support for Medicaid recipients, and offer affordable health insurance for the uninsured are some examples. To protect Americans from insurance company abuses, recent regulations have granted consumers in every state the right to appeal decisions made by health plans.

Now that reality has set in, what do seniors think so far about these changes? Recent surveys show mixed reviews. This month, a telephone poll conducted for the National Council on Aging found that seniors are still confused, or are unaware of important aspects of the new law:

• Of the 636 seniors polled, nearly twice as many (42%) thought the new law would cut their basic Medicare benefits compared with those (22%) who thought their basic benefits would not change. As many as 37% said they did not know.
• About 4 in 10 (42%) were aware of the provision to close the Medicare prescription drug coverage gap.
• Only 17% were “satisfied” with the accuracy and reliability of the information they received about the new law; 7% were “very satisfied,” and 38% were “not at all satisfied.”

Also, according to recent USA Today/Gallup polls, seniors continue to be the age group that is most widely opposed to the new law. Fifty-seven percent of seniors polled in April regarded the new law a “bad thing.” And in June, that percentage rose to 60%.

As more provisions of the new law unfold in the coming months, the challenge to market their benefits to seniors lies ahead. The Centers for Medicare & Medicaid Services (the federal agency that runs these programs) encourages seniors to visit Medicare.gov and HealthCare.gov, or call 1-800-MEDICARE to report scams, get their questions answered, and receive timely and credible information.

Our goal was to find out which (if any) of the two leaflets these teens would pick up and read if they saw it someplace—which one was, in our minds, “cool enough.” So we asked them specific questions about the title, the cover designs, and the layouts including photos, colors, and font (type) styles. What we learned from them is not what we expected.

To prepare us to create the designs, we first read market studies on teens and media use. It was no surprise to us when we found in recent CDC and Nielsen studies that teens are drawn to new media (computers, cell phones, iphones, and the like). But we also found that teens are still drawn to traditional media (radio, TV, newspapers, and magazines). Our next step was to spend time in popular bookstores perusing magazines to find out what teens (ages 13 to 17) are picking up to read.

We noticed that the popular magazines targeted to teens had common characteristics in their “look and feel.” For example, photos were used generously—often as full-page spreads arranged in scrapbook patterns. Fonts were trendy and often bold, especially when used in headlines and subheadings. The most distinctive characteristic was the high saturation of bold background colors especially in text boxes. Bright and bold colors also were applied to segments of body text (especially in magazines for teen girls). The mood of the magazines can be described as fun, playful, and upbeat.

Based on what we found, we created two full-color magazine-style leaflets to be printed on glossy paper and folded to an 8 ½- by 11-inch finished size. One design was a slightly modified version of the other—having a brighter and more saturated background color. Each design included overlays of text boxes in various sizes, generous use of colors and trendy fonts, and stock photos of groups of playful teens, playful teen couples, and a teen with an adult.

The teens that we interviewed liked the title and the designs overall, but they expressed a strong dislike of certain aspects of the designs. To our surprise, what they disliked were what we thought were some of the “cool” aspects of the designs, such as the title in all lower case letters (they preferred a mix of upper and lower case), bright and saturated colors (they preferred light background colors for body text for easy reading), trendy fonts (they preferred some use of traditional fonts), and tabloid size or the option to fold the leaflet to a pocket size (they preferred a tri-fold because it’s what they’re used to).

Our biggest surprise was their strong disapproval of the stock photos of a boy and girl dancing together, and a boy touching the shoulder of a girl standing in front of a school locker. Their response was the boy and girl were “physically too close,” and the photos implied that something inappropriate might follow. They all said they were not comfortable having the boy and girl photos “of this type” presented to them in a leaflet produced by adults for teens. Who knew? Maybe the lesson is, we don’t need to be cool; we just need to be adults!

It is clear that distracted driving is dangerous and potentially deadly. It comes in various forms, such as drivers doing one or any number of the following while driving: using the cell phone, texting, eating, drinking, talking with passengers, as well as using in-vehicle technologies and portable electronic devices.

NHTSA has identified three main types of distracted driving:

• Visual — Drivers taking their eyes off the road
• Manual — Drivers taking their hands off the wheel
• Cognitive — Drivers taking their minds off the task of driving

The Insurance Institute for Highway Safety reports that drivers who use a hand-held device are four times as likely to be involved in crashes serious enough to injure themselves. Based on research by Carnegie Mellon, driving while using a cell phone reduces the amount of brain activity associated with driving by 37 percent.

Recent efforts to ban distracted driving have been initiated by public and private organizations as well as concerned citizens. Under the slogan “Put It Down,” the U.S. Department of Transportation (DOT) is leading the effort to put an end to distracted driving. DOT Secretary Ray LaHood has encouraged citizens to become his Facebook fan and follow him on Twitter.

This past September, DOT held a Distracted Driving Summit in Washington, D.C. to examine the full spectrum of distracted driving across transportation modes: passenger vehicles, large trucks, trains, and transit. More than 250 leading traffic safety experts, safety advocates, and government officials gathered to define the problem and discuss how best to address it. The summit generated broad agreement among public and private sector organizations and policymakers about the need for texting-while-driving laws. Public surveys also confirm widespread community support for texting bans.

By the end of 2009, 19 states and the District of Columbia had enacted legislation banning texting-while-driving for all drivers, and a number of other states had laws covering specific types of drivers, such as novice drivers or school bus drivers. The  organizations that participated in developing  this sample law included Advocates for Highway and Auto Safety, Alliance of Automobile Manufacturers, American Association of Motor Vehicle Administrators, American Association of State Highway and Transportation Officials, AAA, Centers for Disease Control and Prevention, CTIA – The Wireless Association, Governors Highway Safety Association, ITS America, International Association of Chiefs of Police, National Conference of State Legislatures, National Safety Council, The National Traffic Law Center of the National District Attorneys Association, Safe Kids USA, and DOT.

As part of DOT’s continuing efforts to ban distracted driving and under the slogan “Phone in One Hand, Ticket in the Other,” a distracted driving demonstration that focuses on law enforcement crackdown was recently launched in Hartford, CT and Syracuse, NY. The demo includes TV, radio spots, earned media materials, and web banners. The Media Network, Inc. produced the radio spots in Spanish and translated and adapted the earned media material from English to Spanish. Focus Driven, the National Safety Council, and several other agencies and organizations also are working on raising awareness of the consequences of driving while distracted.

On Friday April 30, 2010, Oprah Winfrey and Harpo Studios took a stand against distracted driving by launching a new public service announcement campaign and joining forces with some of the country’s preeminent transportation safety organizations to declare Friday, April 30 the first national “No Phone Zone Day.”

DOT, NHTSA, Governors Highway Safety Association, National Organizations for Youth Safety, FocusDriven, Students Against Destructive Decisions and RADD, the Entertainment Industry’s Voice for Road Safety, have joined Oprah Winfrey in the national day of awareness to end distracted driving.

The nation is well on its way to putting an end to distracted driving.

www.themedianetwork.com

Less than a year ago, we modified the web-based search site mentioned above to allow grantees, who are responsible for updating the information, to do so via the internet. This modification significantly streamlined what was a complex and taxing process. Now, any changes made to the data become live in the database when the changes are approved. As a result, the data in the family planning database can be kept much more up-to-date than was previously possible. Another exciting development is that our data will also be made available through clinic locator services at other websites, such as www.AIDS.gov, in the near future.

For a contract with the newly established Office of Adolescent Health, we created a simple online ordering capability. As soon as it became available, our orders doubled! It’s amazing how much the internet can simplify things for people. Last week, at the National Family Planning and Reproductive Health Association conference, we learned that an astonishing number of people in the U.S. now have access to online services and information—mainly due to the availability of the internet on cell phones. And on the list of what people use the internet for, searching for health information is number seven, not far behind social networking and getting directions!

Social marketing has been around for decades and refers to the practice of using commercial marketing techniques to effect behavioral change.  Examples include anti-smoking campaigns, safe sex education messages, and other public education efforts mostly (but not exclusively) in the health communications world.  It is important to make a distinction and spread awareness of the correct lexicon within media circles.  It should also be noted that social marketers are increasingly using social media marketing (including us) to promote the public education efforts of our clients.  So fear not, the two are not mutually exclusive practices.  In fact, there is much social marketers can gain from using social media marketing to connect with target audiences.

For a lengthy and annotated definition of social marketing, see here.

NHTSA’s web page provides the following explanation:

This Holiday media planner provides communications tools and marketing materials to underscore the importance of not driving after drinking alcohol. It includes earned media materials and posters that seek to change the behaviors of Spanish-dominant Hispanics, a segment that has been slow to embrace the dangers of impaired driving. The materials can be customized depending on the needs of your programs.

The media planner includes both behavioral and enforcement messaging. Go to Holidays 2008 section of www.stopimpaireddriving.org to view the full planner.