Social Acceptability Until this year, cell phone use and texting while driving were likely acceptable practices.
Distracted Driving: What’s being done? Laws
7 States ban Hand Held phones for All Drivers
21 States Ban Hand Held Phones for Novice Drivers
19 States ban texting while drivinG
Local movements: e.g. Stay alive, just drive (sajd.org)
Government programs: distraction.GOV, white House guidelines for federal employees
OPRAH: NO PHONE ZONE; DON’T TEMPT F8, THAT TXT CAN W8
Distracted Driving: What’s Being Done?
Definition of Distraction in FARS
men ages 17 to 34
men ages 21 to 40 or 50
Everyone under 70?
Much broader categories
Distraction: Who’s doing it?
5% in 2008(4% in 2006)
8% in 2008(6% in 2006)
8% in 2008 (8% in 2006)
6% in 2008 (4% in 2006)
1% in 2008 (1% in 2006)
Who’s Doing It? Observation Data
Who’s Doing It? (FARS)
When? FARS 2004-2008
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…
The incidence of distraction among crash-involved drivers is underestimated in crash studies.
Differences in methodology and definitions of distraction.
Different results and conclusions.
Connecticut Answers the Call… An RFP was announced through GHSA for the NHTSA Distracted Driving Enforcement Pilot Project. CT DOT Application Process. CT and NY were selected-WHY? Timeline.
Enforcement: City Selection:
Enforcement Concerns No historical data. Crash reports. Ability to track reports.
25 Crash Reporting Amend the PR-1 crash reports to include the Traffic Unit and the distracted driving attribute that applies. 1.Not Distracted 2.Electronic communication device 3.Other electronic device (GPS,DVD) 4.Outside the vehicle 5.Inside the vehicle 6. Unknown
Enforcement Daily Reporting Sheets
27 Law Enforcement Training Roll Call (Video) Pamphlets Peer Pressure Media training
Key Talking Points What Is Distracted Driving? How Serious Is the Distracted Driving Problem? What Is NHTSA Doing To Combat This Problem?Why Were Connecticut and New York Selected? What will the Campaign Look Like? How Will The Campaign Be Evaluated? What Will Law Enforcement Agencies Be Doing To Promote Officer Compliance with the Cell Phone Law? How Will the Campaign Be Paid For? How Much Revenue Do You Estimate This Campaign Will Generate For The Cities Involved? What Can the Public Do To Reduce Distracted Driving and Support This Campaign? What Can Parents Do to Keep Their Teens Safe From The Risks of Driving Distracted?
Media Target Areas Media market Slogans Federal slogan Earned media
34 Media: Earned and Paid Paid Media Advertising Campaign Digital Billboards Earned Media
Wave 1 All Agency Enforcement Citations
4 hve waves in each state in just about 1 year
April 2010, July 2010, October 2010, march/April 2011
Earned and paid Media generally start about 1 week before and run into the enforcement
Pre data collection (OBSERVATIONS AND Media awareness surveys) starts about 1 week prior to the start of any media
Post data collection (OBSERVATIONS AND Media awareness surveys) starts during the last few days of enforcement
Demo Evaluation Data elements
type of enforcement (sa patrol, spotters etc)
strength and penetration of media buy
(how many people heard it)
earned media: number of news articles
Crash data: yes
Change in PR1 to include distraction categories:
1=not distracted 2=electronic communication device 3=other electronic device 4=other inside the vehicle 5=external distraction 6=unknown
Design: Observations Locations around Hartford (Hartford, East Hartford, West Hartford) and Fairfield County (Stamford, Bridgeport—comparison). 15 observation sites per location. Sites selected based on: High traffic volume Geographic dispersity 1 hour at traffic lighted intersections of the green light traffic Observed hand held use, blue tooth use, and manipulating devices.
Design: Awareness Surveys New Britain, Wethersfield (Hartford Area) Norwalk, Bridgeport (comparison) Pre n ≈ 1,000; post 2 n ≈500* 1 page survey * 1st and last (Post wave 4) waves will be n = 1,000
Results: Hand-held Observations
Results: Public Awareness
Cell phone ticketing was great.
Observation data show a decrease in use.
Awareness data show people got the message.
There was an increase in: message recognition, perceived strictness of enforcement, those who got a ticket, and those who heard of enforcement.