Distracted Driving Demonstration Project 2010<br />Tara Casanova, MS<br />Preusser Research Group<br />Edmund Hedge<br />C...
Less Distracting<br />Talking to a passenger<br />Glancing at gps<br />Talking on Hands Free Cell<br />Talking on Hand-hel...
Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Talking on Hands Free Cell<br />Man...
Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free C...
Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free C...
Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free C...
Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free C...
Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free C...
Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free C...
In 2007 about 250 Million had cell phones<br />or about 82% of all Americans<br />About 50 Million had cell phone in 1997<...
Source: NOPUS<br />Distracted Driving: A Growing Problem<br />
Increasing Fatal Crashes<br />20%<br />19%<br />17%<br />Source: NCSA/FARS<br />(excluding extrapolation)<br />
Social Acceptability<br />Until this year, cell phone use and texting while driving were likely acceptable practices.<br />
Distracted Driving: What’s being done?<br />Laws<br /><ul><li>7 States ban Hand Held phones for All Drivers
NY (2001)
DC (2004)
CT (2005)
UT (2007)
CA (2008)
WA (2008)
OR (2010)
21 States Ban Hand Held Phones for Novice Drivers
19 States ban texting while drivinG</li></li></ul><li>Social Norming<br /><ul><li>Local movements: e.g. Stay alive, just d...
Government programs: distraction.GOV, white House guidelines for federal employees
OPRAH: NO PHONE ZONE; DON’T TEMPT F8, THAT TXT CAN W8</li></ul>Distracted Driving: What’s Being Done?<br />
Definition of Distraction in FARS<br />
<ul><li>Seat belts:
men ages 17 to 34
Alcohol:
men ages 21 to 40 or 50
Distracted:
Everyone under 70?
Much broader categories</li></ul>Distraction: Who’s doing it?<br />
Nopus<br /><ul><li>sex
Men:
5% in 2008(4% in 2006)
Women
8% in 2008(6% in 2006)
Age
16-24:
8% in 2008 (8% in 2006)
25-69:
6% in 2008 (4% in 2006)
70+:
1% in 2008 (1% in 2006)</li></ul>Who’s Doing It? Observation Data<br />
Who’s Doing It? (FARS)<br />
When? FARS 2004-2008<br />
Data Concerns<br /><ul><li>Difficult to accurately determine driver distraction as a contributing factor in a crash.
Investigating officers typically do not report the occurrence of a distracting activity unless there is direct evidence.
Drivers don’t admit it…
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Distracted Driving Newport

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  • Things tha distract us from driving can be pretty much anything. Some appear t be fairly benign like talking to a passenger. We know texting canbe quite distracting, but its funny that a behavior we are pushing people towards is likely distracting also---hands free is distracting. And of course there is hand held cell use and things related to GPS devices.And certainly there are different degrees of distraction. This is a hypothetical heirarchy based on common sense and theory…not research.
  • Nhtsa has suggested that here are different types of distraction based on what part of the driving task is interfered with. A distracting task can interfere with vision---tkes your eyes off the road, manual operation of the vehicle—takes your hands off the wheel, or the cognitive or mental aspects of driving…takes you mind off the task.Each of these can operate by itself, and in tandem, and each at different strengths to interfere with driving
  • Talking to a passenger for instance uses a bit of metal engery—and maybe a tad of visual if you are one of those people who insist on looking at your passenger while talking. But for those who talk wile straight ahead…it m bit of cognitive
  • Checking gps uses a bit more cognition as you need to proccess the information to see where the turn is etc…and it takes your eyes off the road briefly (hopefullY
  • Talking on a hands free device (with voice commands spo no dialing) probably uses a good bit of cognition
  • Hand held has the same cognitiom but completey removes one hand from the steering wheel
  • The number of Americans with cell phones has grown at an extremely fast rate.and texting requires a lot of all three---type find keys look at the device.
  • And this relationship between the type of distraction and degree of distraction led to that degree of distraction heirarchy.
  • Of course if folks weren’t distracted while driving we could care less about it…but it appears that with the technological advances…and more people using thiese advances….more people are likely o be driving distracted. The number of americans owning cell phone has increased by 250X in the past 20 years. This is just cell phones…similar increases are lkikely to be seen with gps and ipods etc. You may have heard that ford was planning to put the capability to update your twitter account in the car.
  • Observation of people driving also inicates a growing problem. The number of people drivinag at any given time with a hand held cell has doubled in the past 8 years. .
  • The number of Americans with cell phones has grown at an extremely fast rate.
  • When looking at trend over time, some of the people are going to have these items on, GPS, phone on the floor etc, had the opportunity to be distracted, will have more distracted drivers over time…in general when this expands into the fleet-opportunity of distraction is there.
  • We know who these people are.
  • Sample based survey, not in every county, not in every city, this is not representative of state use. Made to be representative of the nation.
  • Hard to say who’s doing it, everyone is doing it!
  • Day of week time of day doesn’t matter
  • An Examination of Driver Distraction as Recorded in NHTSA Databases, September 2009Driver Distraction: A Review of the Current State-of-Knowledge, April 2008 this is where state data would have been if state data would have been available-so many differences from state to state
  • The number of Americans with cell phones has grown at an extremely fast rate.
  • Will try to do crash data but don’t know how it works in, don’t have a pre/post, will know how many crashes we have due to distraction for this demonstration. Don’t know how it will fit in
  • Odd significant increase in self reported talking despite observation in Hartford
  • Significant increase in Hartford
  • Significant increase in Hartford and Bridgeport
  • Significant in all (but obviously huge in Hartford). PIOH,TITO  Just Drive  DTF, TTCW  No Phone Zone  I Promise NTDD all sig also---same in bport except I promise.
  • Sig increase in hartford and bport
  • Sig increase in bport and hartford.
  • Distracted Driving Newport

    1. 1. Distracted Driving Demonstration Project 2010<br />Tara Casanova, MS<br />Preusser Research Group<br />Edmund Hedge<br />Connecticut Department of Transportation<br />
    2. 2. Less Distracting<br />Talking to a passenger<br />Glancing at gps<br />Talking on Hands Free Cell<br />Talking on Hand-held Cell<br />Texting<br />More Distracting<br />Distracted Driving: What is it?<br />
    3. 3. Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Talking on Hands Free Cell<br />Manual<br />Talking on Hand-held Cell<br />Cognitive<br />Texting<br />Distracted Driving: What is it?<br />
    4. 4. Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free Cell<br />Talking on Hand-held Cell<br />Cognitive<br />Texting<br />Distracted Driving: What is it?<br />
    5. 5. Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free Cell<br />Talking on Hand-held Cell<br />Cognitive<br />Texting<br />Distracted Driving: What is it?<br />
    6. 6. Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free Cell<br />Talking on Hand-held Cell<br />Cognitive<br />Texting<br />Distracted Driving: What is it?<br />
    7. 7. Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free Cell<br />Talking on Hand-held Cell<br />Cognitive<br />Texting<br />Distracted Driving: What is it?<br />
    8. 8. Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free Cell<br />Talking on Hand-held Cell<br />Cognitive<br />Texting<br />Distracted Driving: What is it?<br />
    9. 9. Types of Distraction<br />Talking to a passenger<br />visual<br />Glancing at gps<br />Manual<br />Talking on Hands Free Cell<br />Talking on Hand-held Cell<br />Cognitive<br />Texting<br />Distracted Driving: What is it?<br />
    10. 10. In 2007 about 250 Million had cell phones<br />or about 82% of all Americans<br />About 50 Million had cell phone in 1997<br />About 1 Million had cell phone in 1987<br />Distracted Driving: A Growing Problem<br />
    11. 11. Source: NOPUS<br />Distracted Driving: A Growing Problem<br />
    12. 12. Increasing Fatal Crashes<br />20%<br />19%<br />17%<br />Source: NCSA/FARS<br />(excluding extrapolation)<br />
    13. 13. Social Acceptability<br />Until this year, cell phone use and texting while driving were likely acceptable practices.<br />
    14. 14. Distracted Driving: What’s being done?<br />Laws<br /><ul><li>7 States ban Hand Held phones for All Drivers
    15. 15. NY (2001)
    16. 16. DC (2004)
    17. 17. CT (2005)
    18. 18. UT (2007)
    19. 19. CA (2008)
    20. 20. WA (2008)
    21. 21. OR (2010)
    22. 22. 21 States Ban Hand Held Phones for Novice Drivers
    23. 23. 19 States ban texting while drivinG</li></li></ul><li>Social Norming<br /><ul><li>Local movements: e.g. Stay alive, just drive (sajd.org)
    24. 24. Government programs: distraction.GOV, white House guidelines for federal employees
    25. 25. OPRAH: NO PHONE ZONE; DON’T TEMPT F8, THAT TXT CAN W8</li></ul>Distracted Driving: What’s Being Done?<br />
    26. 26. Definition of Distraction in FARS<br />
    27. 27. <ul><li>Seat belts:
    28. 28. men ages 17 to 34
    29. 29. Alcohol:
    30. 30. men ages 21 to 40 or 50
    31. 31. Distracted:
    32. 32. Everyone under 70?
    33. 33. Much broader categories</li></ul>Distraction: Who’s doing it?<br />
    34. 34. Nopus<br /><ul><li>sex
    35. 35. Men:
    36. 36. 5% in 2008(4% in 2006)
    37. 37. Women
    38. 38. 8% in 2008(6% in 2006)
    39. 39. Age
    40. 40. 16-24:
    41. 41. 8% in 2008 (8% in 2006)
    42. 42. 25-69:
    43. 43. 6% in 2008 (4% in 2006)
    44. 44. 70+:
    45. 45. 1% in 2008 (1% in 2006)</li></ul>Who’s Doing It? Observation Data<br />
    46. 46. Who’s Doing It? (FARS)<br />
    47. 47. When? FARS 2004-2008<br />
    48. 48. Data Concerns<br /><ul><li>Difficult to accurately determine driver distraction as a contributing factor in a crash.
    49. 49. Investigating officers typically do not report the occurrence of a distracting activity unless there is direct evidence.
    50. 50. Drivers don’t admit it…
    51. 51. The incidence of distraction among crash-involved drivers is underestimated in crash studies.
    52. 52. Differences in methodology and definitions of distraction.
    53. 53. Different results and conclusions. </li></li></ul><li>Connecticut Answers the Call…<br />An RFP was announced through GHSA for the NHTSA Distracted Driving Enforcement Pilot Project.<br />CT DOT Application Process.<br />CT and NY were selected-WHY? <br />Timeline.<br />
    54. 54. Enforcement: City Selection:<br /><ul><li>Regional collaboration
    55. 55. data driven
    56. 56. performance based
    57. 57. Diverse demographics
    58. 58. Manpower issues</li></li></ul><li>Enforcement Concerns<br />No historical data.<br />Crash reports.<br />Ability to track reports.<br />
    59. 59. 25<br />Crash Reporting<br />Amend the PR-1 crash reports to include the Traffic Unit and the distracted driving attribute that applies.<br />1.Not Distracted<br />2.Electronic communication device<br />3.Other electronic device (GPS,DVD)<br />4.Outside the vehicle<br />5.Inside the vehicle<br />6. Unknown<br />
    60. 60. Enforcement Daily Reporting Sheets<br />
    61. 61. 27<br />Law Enforcement Training<br />Roll Call (Video)<br />Pamphlets<br />Peer Pressure<br />Media training<br />
    62. 62. Key Talking Points<br />What Is Distracted Driving?<br /> How Serious Is the Distracted Driving Problem?<br />What Is NHTSA Doing To Combat This Problem?Why  Were Connecticut and New York Selected?<br />What will the Campaign Look Like?<br />How Will The Campaign Be Evaluated?<br />What Will Law Enforcement Agencies Be Doing To Promote Officer Compliance with the Cell Phone Law?<br />How Will the Campaign Be Paid For?<br />How Much Revenue Do You Estimate This Campaign Will Generate For The Cities Involved? <br />What Can the Public Do To Reduce Distracted Driving and Support This Campaign?<br />What Can Parents Do to Keep Their Teens Safe From The Risks of Driving Distracted?<br />
    63. 63. Press Conference<br />
    64. 64.
    65. 65.
    66. 66. Media <br />Target Areas<br />Media market<br />Slogans<br />Federal slogan<br />Earned media<br />
    67. 67. Media<br />
    68. 68. 34<br />Media: Earned and Paid<br />Paid Media<br />Advertising Campaign <br />Digital Billboards<br />Earned Media<br />
    69. 69.
    70. 70. Enforcement Activity<br />
    71. 71. Wave 1 All Agency Enforcement Citations<br />
    72. 72. Demo Evaluation<br /><ul><li>4 hve waves in each state in just about 1 year
    73. 73. April 2010, July 2010, October 2010, march/April 2011
    74. 74. Earned and paid Media generally start about 1 week before and run into the enforcement
    75. 75. Pre data collection (OBSERVATIONS AND Media awareness surveys) starts about 1 week prior to the start of any media
    76. 76. Post data collection (OBSERVATIONS AND Media awareness surveys) starts during the last few days of enforcement</li></li></ul><li>Demo Evaluation<br />Data elements<br /><ul><li>Enforcement data:
    77. 77. citations
    78. 78. type of enforcement (sa patrol, spotters etc)
    79. 79. Media data:
    80. 80. strength and penetration of media buy
    81. 81. (how many people heard it)
    82. 82. earned media: number of news articles
    83. 83. Crash data: yes
    84. 84. Change in PR1 to include distraction categories:</li></ul>1=not distracted<br />2=electronic communication device<br />3=other electronic device<br />4=other inside the vehicle<br />5=external distraction<br />6=unknown<br />
    85. 85. Design: Observations<br />Locations around Hartford (Hartford, East Hartford, West Hartford) and Fairfield County (Stamford, Bridgeport—comparison).<br />15 observation sites per location. Sites selected based on:<br />High traffic volume<br />Geographic dispersity<br />1 hour at traffic lighted intersections of the green light traffic<br />Observed hand held use, blue tooth use, and manipulating devices.<br />
    86. 86. Design: Awareness Surveys<br />New Britain, Wethersfield (Hartford Area) Norwalk, Bridgeport (comparison)<br />Pre n ≈ 1,000; post 2 n ≈500*<br />1 page survey<br />* 1st and last (Post wave 4) waves will be n = 1,000<br />
    87. 87. Results: Hand-held Observations<br />
    88. 88. Results: Public Awareness<br />
    89. 89. Results: Awareness<br />
    90. 90. Results: Awareness<br />
    91. 91. Results: Awareness<br />
    92. 92. Results: Awareness<br />
    93. 93. Results: Awareness<br />
    94. 94. Conclusions<br /><ul><li>Cell phone ticketing was great.
    95. 95. Observation data show a decrease in use.
    96. 96. Awareness data show people got the message.
    97. 97. There was an increase in: message recognition, perceived strictness of enforcement, those who got a ticket, and those who heard of enforcement.</li></li></ul><li>Questions?<br />
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