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Don't Be a #PhoneyDriver: Final Presentation

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A team of six George Mason University students created a social media test campaign against texting and driving. With a goal of receiving at least 100 pledges to not text and drive over Thanksgiving break from Mason students, the team created social media graphics for Twitter, Facebook and Instagram to spread their message. This is their final report.

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Don't Be a #PhoneyDriver: Final Presentation

  1. 1. DON’T BE A #PHONEYDRIVER DRIVE FOR YOUR LIFE A SOCIAL MEDIA FOR SOCIAL GOOD CAMPAIGN
  2. 2. ABOUT OUR TEAM ALYSSA DANIELLE MADINATHAN MADINA AYA 2
  3. 3. 100 PLEDGES WAS THE GOAL 213PEOPLE PLEDGED 3 WEEK TEST CAMPAIGN 60 + POSTS ON SOCIAL MEDIA ~ 30,000 + POST IMPRESSIONS ABOUT BY THE NUMBERS 3
  4. 4. OUR TEST CAMPAIGN THE PROBLEM - IN A 2012 UNIVERSITY OF MICHIGAN STUDY, 26 PERCENT OF STUDENTS ADMITTED TO READING OR SENDING A TEXT AT LEAST ONCE EVERY TIME THAT THEY DRIVE. - IN RECENT YEARS, ESTIMATES SHOW THAT 5,700 TEENAGERS WERE KILLED IN CAR CRASHES, ~3000 OF THOSE DEATHS WERE THE RESULT OF TEXTING AND DRIVING. 4
  5. 5. STUDIES HAVE SHOWN THAT 80% OF COLLEGE STUDENTS TEXT AND DRIVE OUR TEST CAMPAIGN THE PROBLEM 5
  6. 6. RESEARCH. THE HEART OF PUBLIC RELATIONS LOCAL STATE NATIONAL OUR TEST CAMPAIGN SECONDARY RESEARCH 6
  7. 7. LOCAL IN 2016, 13,000 DRIVERS RECEIVED TICKETS FOR TEXTING AND DRIVING IN FAIRFAX COUNTY. WHILE SENDING OR READING A TEXT MESSAGE, DRIVERS TAKE THEIR EYES OFF THE ROAD FOR FIVE SECONDS. OUR TEST CAMPAIGN SECONDARY RESEARCH 7
  8. 8. STATE IN 2019, VIRGINIA LAWMAKERS TIGHTENED RESTRICTIONS AGAINST USE OF PHONES WHILE DRIVING. - FEBRUARY 2019: USE OF HANDHELD MOBILE DEVICES WHILE DRIVING IS BANNED. - DRIVERS CAN UTILIZE THEIR PHONES TO USE CERTAIN FEATURES, SUCH AS A GPS. OUR TEST CAMPAIGN SECONDARY RESEARCH 8
  9. 9. NATIONAL CORPORATIONS STARTED DISTRACTED DRIVING CAMPAIGN, SUCH AS AT&T'S IT CAN WAIT. - NINE OUT OF 10 PEOPLE USE THEIR SMARTPHONE WHILE DRIVING. - 81 PERCENT OF PEOPLE SAY THEY TEXT AND DRIVE - 57 PERCENT OF PEOPLE ARE MORE LIKELY TO STOP DRIVING DISTRACTED IF PRESSURED BY A FRIEND OR PASSENGER. OUR TEST CAMPAIGN SECONDARY RESEARCH 9
  10. 10. THE GOAL OF THE CAMPAIGN IS TO CONVINCE MASON STUDENTS THAT TEXTING AND DRIVING IS A TOXIC BEHAVIOR, SO WE SHOULD RID THE STREETS OF DRIVERS WHO TEXT AND DRIVING. CONVINCE GEORGE MASON STUDENTS DRIVING HOME FOR THANKSGIVING WEEKEND TO COMMIT NOT TO TEXT AND DRIVE DURING THANKSGIVING LONG WEEKEND BY SIGNING A PLEDGE. OUR TEST CAMPAIGN LONG TERM GOAL 10
  11. 11. GAIN 100 COMMITMENTS THROUGH THE PLEDGE FROM MASON STUDENTS TO NOT TEXT AND DRIVE DURING THE THANKSGIVING WEEKEND FROM NOV. 27 THROUGH DEC. 1. OUR TEST CAMPAIGN THE OBJECTIVE 11
  12. 12. OUR TEST CAMPAIGN STRATEGIES - PRIMARY RESEARCH SHOWED MASON STUDENTS ARE MORE LIKELY TO PUT THEIR PHONES DOWN WHILE DRIVING IF OTHERS ARE IN THE CAR WITH THEM. - TO REMIND DRIVERS THAT ALTHOUGH YOU MIGHT BE ALONE IN A VEHICLE, YOU ARE SURROUNDED BY LOVED ONES. - PEER PRESSURE WAS THE KEY COMPONENT OF THE MESSAGE STRATEGY FOR THE TEST CAMPAIGN. 12
  13. 13. OUR TEST CAMPAIGN TACTICS - FACEBOOK 13
  14. 14. OUR TEST CAMPAIGN TACTICS - TWITTER 14
  15. 15. OUR TEST CAMPAIGN TACTICS - TWITTER 15
  16. 16. OUR TEST CAMPAIGN TACTICS - TWITTER 16
  17. 17. THANK YOU TO MASON PARKING! OUR TEST CAMPAIGN TACTICS - TWITTER 17
  18. 18. OUR TEST CAMPAIGN TACTICS - VIDEO 1 18
  19. 19. OUR TEST CAMPAIGN TACTICS - VIDEO 2 19
  20. 20. OUR TEST CAMPAIGN TACTICS - VIDEO 3 20
  21. 21. OUR TEST CAMPAIGN OUR SCHEDULE 21
  22. 22. •SOCIAL CURRENCY • “I DRIVE FOR…” VIDEO (15 GEORGE MASON STUDENTS) • THANKSGIVING BREAK •EMOTION • FRIENDS, FAMILY, HOLIDAY • SHOCKING STATISTICS •PUBLICITY • PLEDGE • VIDEO • POSTING ON PERSONAL ACCOUNTS OUR TEST CAMPAIGN STEPPS 22
  23. 23. 1. CONSTANT COMMUNICATION IS KEY 2. HAVE A DETAIL PLAN - AND FOLLOW IT 3. HOLD OTHERS ACCOUNTABLE 4. FOCUS THE CONVERSATION 5. FIND AND USE YOUR ADVANTAGES 6. PARTNER WITH ORGANIZATIONS OUR TEST CAMPAIGN LESSONS LEARNED 23

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