Objectives

In a perfect world, impaired driving wouldn't exist.

In an effort led by the Foundation for Advancing Alcohol Responsibility, more than 30 traffic safety and health advocacy organizations joined together to launch a new initiative to end impaired driving. The resulting public service announcement, released in both English and Spanish, is titled #EndImpairedDriving.

The goal of the PSA is to remind Americans that driving impaired – in any form – is dangerous and preventable and to leave the viewer with a memorable, inspirational message that will positively effect their driving behavior.

The campaign emphasizes a comprehensive approach to impaired driving, shedding light on the "Four D's" of impaired driving – drunk, drugged, distracted and drowsy.

Drunk Driving

In 2014, 31 percent of traffic fatalities involved a drunk driver. Drunk driving fatalities have decreased 27 percent from 2005 to 2014, but the percentage of overall fatalities has remained flat.

Drugged Driving

Twenty-three percent of night-time drivers tested positive for illegal, prescription or over-the-counter medications (based on the combined results of oral fluid and blood tests or both).

Distracted Driving

In 2014, 3,179 people (10 percent of overall traffic fatalities) were killed in crashes involving distracted drivers.

Drowsy Driving

In 2014, nearly three percent of all traffic fatalities involved a drowsy driver, and at least 846 people were killed in crashes involving a drowsy driver.

Strategy and Execution

Strategy and Tactics

In February 2015, Responsibility.org commissioned a national survey of 1,000 adults, 18+ years of age, using the GfK OmniWeb with Knowledge Panel, to assess their attitudes and opinions regarding impaired driving.

The research revealed American adults identify distractions (texting, talking on phone, eating, etc.) and alcohol as leading impairments to a driver's ability to safely operate a motor vehicle (87% and 83%, respectively). Other impairments include lack of sleep/driving when tired (74%), illegal drugs (74%) and prescription medications (61%). More than half of respondents (55%) selected all of the behaviors as something that impairs a driver's ability to safely operate a vehicle. Similarly, 51% of respondents cited distracted driving as the impaired driving behavior most likely to impact them while driving, more than double the number who cited drunk driving (25%) and three times the number identifying drowsy driving (16%); one in 25 adults (4%) believe drugged driving will most likely impact them while driving.

Four out of five American adults (79%) believe drivers distracted by texting, talking, or multi-tasking pose the most danger on the roads, ahead of drunk drivers (68%), drivers who fail to observe/obey traffic laws (55%), drivers under the influence of drugs (53%), drowsy drivers (42%), teen/inexperienced drivers (33%), elderly drivers (24%), or improperly maintained vehicles (21%).

Execution

Responsibility.org conducted qualitative research in two phases, to test the initial Impaired Driving spot concept and assist in message development and then to test mock videos developed as a direct result of the phase one findings.

Phase one consisted of four focus groups in Chicago and Phoenix, and phase two consisted of six focus groups in Denver, Houston, and Philadelphia; all focus group participants were adults 21-59 years of age with a valid driver's license. Consistent with the quantitative survey, participants defined "impaired driving" as driving while intoxicated, driving and texting, driving under the influence of drugs and driving while tired. Participants agreed texting while driving is increasing and intensifying as the next technology-enabled generation adds millions of new, inexperienced drivers to the roadways each year. Additionally drugs are viewed as an emerging driving threat; participants believe the legalization of marijuana will exacerbate the behavior and cause more traffic crashes and deaths.

Participants believe modeling the proper behavior for the next generation of drivers is a genuine and appealing way to communicate the importance of making positive choices when driving. They also believe communications stressing a driver's personal responsibility behind the wheel will resonate. Building upon this, the End Impaired Driving spot was created and tested. Respondents responded to and supported the positive tone and uplifting message and said it delivers a clear sense that people need to get involved to stop impaired driving. Participants thought it shows that by being responsible yourself, you can do your part to say or do something to prevent impaired driving.

Results

The English-language version of the PSA launched on December 21, 2015. The Spanish-language version launched on April 21, 2016.

The English #EndImpairedDriving PSA

Facebook:

• Between December 21^st and January 14^th, we spent a total of $16,997.92 on advertising. To this day, the English PSA has:
• 853,000 views
• 902,432 people reached
• 1.8 K likes
• 30 comments
• 727 shares

Twitter:

• Between December 21st and January 8th, we spent a total of $14,983.57 on advertising. To this day, the English PSA has
• 159,259 views
• 708,000 impressions

Youtube:

• 195,514 views
• 23 thumbs up
• 1 comment

The Spanish #EndImpairedDriving PSA

Facebook:

Between the 13th and 15 ^th of May, we spent a total of $5,000 on advertising. To this day, the Spanish PSA has:

• 256,000 views
• 830,586 people reached
• 1,148 post reactions
• 25 post comments
• 711 post shares

Youtube:

• 39,601 views
• 41 thumbs up
• 2 comments

Combines total views of English and Spanish PSAs: 1,503,374

Media