group campaign - final.pdf

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Comms 235 PR Group Campaign Brett Lee Jill Hunsaker Valeria Chao Drew Thomas

BYUSA Safe Driving Campaign

1. Background

OVERVIEW We are asked to create a communications effort to motivate BYU students to consciously drive safer. We want these conscious efforts to eventually turn into life-long habits that will stay with the drivers.

To gain more background information on our campaign for safe driving we were each assigned a specific area to research. We then got back together and found that the most effective sources of information came from Utah’s “Zero Fatalities,” the Utah Department of Transportation and AAA. Through these sources we were able to gain a better background understanding of unsafe driving. ENVIRONMENT The current environment of unsafe driving is very puzzling. There are many different factors that play into it and make it a very complex issue. From our research we were able to recognize that people understand the importance of safe driving but do not always apply what they understand. Many times people see accidents and messages, which should push them to drive safer, but these messages do not often stick with the drivers. Although Utah drivers may not acknowledge the issue with unsafe driving, the government does recognize the problem. Utah has made several different campaigns to acknowledge the necessity of safe driving. From campaigns such as “Click It or Ticket,” “Sleep Smart, Drive Smart,” and “Heads Up,” it is apparent that the Utah Government wants to express the importance of safe driving. We were able to find many different external pressures that cause unsafe driving. Texting, drowsy driving, time of day and weather are only a few that Zero Fatalities lists as external pressures.

The most interesting part of our research was the fact that most fatal accidents occur when you would least expect it. From a Zero Fatalities report in 2011, 60% of fatal accidents occurred during the daytime, and 62% of fatal accidents occurred during clear weather conditions. From this we came to the conclusion that drivers are more aware during the night and during poor weather. We found that clear weather and daytime driving can give drivers a false sense of security which can lead to less aware driving. THE INDUSTRY -HISTORY After gathering information on unsafe driving we were able to conclude that the efforts of Utah have made a difference but there is still room to improve. From each of the sources we were able to attain a better grasp on the history of the issue.

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According to Zero Fatalities 31% of fatalities in 2010 were due to improper restraints. 60% of those killed in car accidents were males. 35% of the 235 fatalities in 2010 were between the ages of 20-39.

UDOT reported 47,759 crashes, which resulted in 23,170 injuries in 2010. In the past year (November 2010 – October 2011) the most fatalities occurred between June and September.

Within the last five years there has been an average of 40 auto-pedestrian accidents in Utah. From 2000-2009 there were 50 pedestrians killed in accidents within a 60-mile radius of Provo.

Dry road conditions are another factor that play into car accidents. Many believe that most accidents would occur during wet road conditions and bad weather. Studies from 2010 show that 71% of accidents occur on dry road conditions. -TRENDS

The trend of unsafe driving is declining but is still in need for improvement. According to Zero Fatalities the number of fatalities each year has been dropping since 2007. UDOT has reported that the current number of fatalities in 2011 is 170. If that number keeps its pace then Utah will continue lowering the number of fatalities in an accident per year. UDOT also noted a trend that Independence Day is the holiday with the most fatalities from car accidents. The fact that this holiday is in the summer and beats out all the winter holidays proves our insight that people feel too comfortable during the summer. Through the Utah Department of Public Safety, one is able to see the efforts being made to increase safe driving. There are many different campaigns that are in effect to raise awareness of the need to drive safe. There are also laws in Utah that are being passed which are directed towards negligent driving such as not wearing a seat belt and texting while driving. Cell phones also create fatal accidents. You are five times more likely to get in an accident when using your phone then not. They create a very significant distraction to drivers. Driving while fatigued is another problem that causes many accidents and fatalities in Utah. In 2010 four percent of the fatalities in car accidents were due to drowsy driving. It is a current problem, especially with college age students. In 2004, Utah crash statistics show that there were 1,374 crashes caused by fatigued drivers, resulting in 563 injuries and 32 deaths. Many students are only getting six hours of sleep per night but adults need seven to nine hours on average. According to AAA, fatigued drivers kill almost 1,500 people and cause $12.5 billion in damages each year. Drowsy drivers are almost as dangerous as drunk drivers. REGULATIONS Many regulations have been placed to encourage safe driving. In 2009 texting while driving was prohibited in Utah. There are currently 34 states that have banned texting while driving. If a driver is caught texting and driving he or she can face up to three months in jail and $75 in fines. If the accident causes an injury or death, the police can subpoena the drivers phone records to track the phone’s activity during the accident. If the person who caused the accident was texting he or she has committed a felony and can face 15 years in prison and can be fined $10,000. THE CLIENT Our client is BYUSA. It is a student-run organization on campus. Its mission is to engage students in opportunities which cultivate a sense of belonging, refined skills and talents, divine-centered leadership, meaningful contributions, commitment to future service and a spirit of

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honor. There are 38 officers in BYUSA and any student can participate in BYUSA. It is a well-known and well-respected organization in the BYU community. ISSUE The issue we are facing is that the Salt Lake City area is the sixth most dangerous in which to drive. There are many factors that create the issue such as distractions, drowsy driving and weather conditions. PROMOTIONS There have been many different campaigns to increase better driving in Utah. “Heads Up” was a campaign against texting and driving. “Click it or Ticket” is also a very well known campaign to promote the use of seatbelts. “Dozing and Driving” was the most recent campaign organized by BYU in 1998. It was an effort to motivate students to not drive while fatigued. BYU also expanded Thanksgiving break to give students an extra day to travel home for the holiday. RESOURCES There are many resources we have at our disposal being BYU students. We have BYUSA’s website, the Daily Universe and BYU programming to increase the reach of our campaign. Other resources outside of BYU would be The Daily Herald, The Deseret News and local radio stations. SWOT Strengths

• Not for profit so more people will listen • Change will benefit everyone,

especially our key publics • Includes everyone as well

Weaknesses • Messages are redundant • Messages are obvious • Clutter from other safe driving

campaigns Opportunities

• Campaign for safe driving targeting BYU directly so students and staff are more inclined to pay attention

• Last BYU campaign for safe driving was 1998, so the idea feels fresher

Threats • Hard to break these dangerous habits

that BYU drivers may already have gained

• Easy to ignore because there are so many campaigns encouraging safe driving

PUBLIC PROFILES

- Out-of-state students o Most students who are out of state are from Nevada, California, Idaho and

Arizona. They miss their families a lot and want to travel home during the holidays. Many students who are from outside of Utah drive home. Their age averages from 18 to 25 years old and the majority are LDS.

- Driving students who live off campus o There are students who live in off campus housing. This distance is usually far

enough where students need some sort of transportation to get to school. Some drive and others use some other sort of transportation. The students who live off campus are on average between 20 to 25 years old. They are mostly all LDS.

- Pedestrian students who live on campus

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o These are the students who live close enough to walk to classes. Most walk and there are some that drive. They are typically freshman, from the age of 18-19. The majority of the students who live on campus are LDS.

- BYU staff and employees o Most of the BYU staff commutes to work each day. Some staff are students but

the majority are professors and administrators. The age range is of all ages. They are mostly all LDS. The majority of BYU staff live far enough to drive to work.

- Sports fans o Sports fans are those who go to BYU athletics events. Most drive to the events.

This public has a wide variety of ages as well. They are mostly LDS. CONCLUSION

Through these categories we are able to better understand the issue of unsafe driving in our community. This information is what helped us determine our situation analysis and our core problem. With this information we were also able to determine our goal, objectives, key publics and the messages we want to send to those publics.

2. Situation Analysis a. The BYU community has had a history of bad driving habits. In Utah, fatalities

resulting from distracted driving, improper restraint, speeding, DUI, fatigue and pedestrians crossing are especially high. The result is a failure of safe driving awareness and habits that need to be ingrained into people’s minds. Accidents are more likely to occur during the daytime and on dry roads. People within the ages of 20 to 39 are involved in 1/3 of accidents. Summer holidays have the highest rate of accidents and fatalities. Salt Lake and Utah counties have the highest fatality rate in the state, 24% in Salt Lake County and 13% in Utah County. Zero Fatalities research shows that traffic fatalities are down 37 percent in 2010 from the year 2000. However, fatalities are still too high to ignore this problem. From 2000 to 2009, there were over 50 pedestrian fatalities caused by automobiles within a 60-mile radius of Provo. Also, Provo averages 40 auto-pedestrian related accidents per year. In Utah, 26 percent of adult drivers text and drive daily. Nationally, 73 percent of drivers talk on their phones while driving. With 2/3 of BYU students not from Utah, many are in great danger rushing home for the holidays and back, as they tend to forget about safe driving habits. BYUSA needs to change this behavior to ensure the safety of the students attending BYU.

3. Core Problem/Opportunity a. If publics don’t become more aware and change unsafe driving habits, accidents

will continue to injure and kill too many people.

4. Goal and Objectives a. Goal: To raise awareness and establish life-long safe driving habits within the

BYU community to prevent future accidents and deaths. b. Objectives

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i. Objective 1 –Reduce number of auto-pedestrian accidents in Provo by 50 percent in one year, from 40 to 20.

ii. Objective 2 – Increase the number of motorists wearing seat belts from 89 percent to 95 percent in one year.

iii. Objective 3 – Increase the average hours of sleep per night for BYU students from 6 to at least 7 in one year.

iv. Objective 4 –Decrease the number of BYU student fatalities during the Winter Holiday travels by 25% in one year.

v. Objective 5 –Decrease the number of dry road condition fatalities from 71% to 60% in one year.

vi. Objective 6 – Decrease the number of adults texting while driving from 26 percent to 15 percent in one year.

vii. Objective 7 - Decrease the number drivers talking on their cell phones from 73% to 65% in one year.

Key Publics: (1) Out of Valley Students, (2) BYU Faculty and Staff, (3) Pedestrian students who live on campus or within a ½ mile, (4) Driving students who live farther than ½ mile from campus

- Key Public 1: Out of Valley Students: 1. Demographic/psychographic profile:

a. Demographics: i. Students from Utah who live close enough to family

to visit frequently ii. Students from states other than Utah that drive

home for winter holidays and summer road trips iii. Mostly LDS men and women between the ages of

18 and 25 b. Psychographics

i. They tend to carpool more often than drivers that stay in the Provo area in order to save money on gas.

ii. They drive on roads with faster speed limits than Provo streets, major roads like I-15 and other freeways.

iii. They drive on roads with faster speed limits than Provo streets, major roads like I-15 and other freeways.

iv. They drive at night, on weekends, during the summer, and winter holidays.

2. Motivating Self-Interests: a. Drive to see family and friends b. Drive to get out of Provo for a change

3. Status of current relationship with Org. and issue: a. They can cause accidents by being distracted by others in

the car.

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b. They travel further distances, spending more time in the car and making them more likely to be involved in car accidents.

c. They tend to drive in bad weather especially when driving home to see family during winter holidays.

4. Third Party influentials and other opinion leaders: a. Peers b. Friends c. Family members (parents) d. Religious Leaders e. Academic leaders f. Prominent BYU athletes and leaders

5. What objectives they will help you accomplish: a. Objective 2: Increase the number of motorists wearing seat

belts from 89 percent to 95 percent in one year. b. Objective 3: Increase the average hours of sleep per night

for BYU students from 6 to at least 7 in one year. c. Objective 4: Decrease the number of BYU student fatalities

during the Winter Holiday travels by 25% in one year. d. Objective 6: Decrease the number of adults texting while

driving from 26 percent to 15 percent in one year. e. Objective 7: Decrease the number drivers talking on their

cell phones from 73% to 65% in one year. 6. Possible communication channels

a. Social Media b. Print Media c. On-campus Media d. Transportation media e. Events

- Messages for Key Public 1: Out of Valley Students

o Objective 2: Increase the number of motorists wearing seat belts from 89 percent to 95 percent in one year.

a. Primary Message: Keep yourself and your friends safe even while driving in nice weather by requiring all your passengers to wear their seatbelts.

b. Secondary Message: 31% of fatalities in 2010 were due to improper restraint, 60% of fatal accidents occur during the day, and 62% occur during clear weather.

§ Strategy: To encourage BYU students who travel outside of Provo to wear seatbelt restraints as drivers and passengers through social media.

i. Tactic 1: Create a blog post for the campus blog that encourages BYU drivers and passengers to wear seatbelts at all times

ii. Tactic 2: Have recognizable BYU academic leaders or athletes create a Youtube video that encourages the use of seatbelts

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iii. Tactic 3: Launch a social media campaign via Facebook that emphasizes the importance of seatbelts

iv. Tactic 4: Send out email to students periodically to remind them of safe driving habits including the use of a seatbelt, not just during winter holidays

v. Tactic 5: Launch a Flickr or Youtube contest where people can compete to make the most secure, complex seatbelt and post their pictures or videos online to be judged

o Objective 3: Increase the average hours of sleep per night for BYU students from 6 to at least 7 in one year.

a. Primary Message: Stay alive on the road by getting enough sleep in your bed.

b. Secondary Message: In 2004, Utah crash statistics show that there were 1,374 crashes caused by fatigued drivers, resulting in 563 injuries and 32 deaths. Many students are only getting 6 hours of sleep per night but the average adult needs on average 7-9. According to AAA, fatigued drivers kill almost 1,500 people and cause $12.5 billion in damages each year. Drowsy drivers are almost as dangerous as drunk drivers.

§ Strategy: To encourage students to get more sleep every night in order to reduce car accidents caused by drowsy driving through on-campus events/media.

i. Tactic 1: Organize obstacle courses in Brigham Square and have students navigate these courses while wearing drunk goggles

ii. Tactic 2: Send out emails during midterms and finals encouraging students to get enough sleep

iii. Tactic 3: Finals week schedule sheet that shows sleeping times.

iv. Tactic 4: Have BYU academic and athletic leaders express the importance of sleep by expressing how sleep helps them while at school, games and also while driving through a campus blog about safe driving

v. Tactic 5: Create a BYUSA blog for safe driving and write a post about the importance of getting enough sleep.

o Objective 4: Decrease the number of BYU student fatalities during the Winter Holiday travels by 25% in one year.

a. Primary Message: If you want to make it home to see your family this holiday season, drive safe.

b. Secondary Message: Thanksgiving is reported as the most dangerous winter holiday when it comes to car accidents. 38% of accidents happen in inclement weather.

§ Strategy: To encourage students to drive slowly and cautiously when leaving town to visit family especially during the winter holidays due to

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road conditions and the normal anxiousness to get home through on-campus media.

i. Tactic 1: Send out an email the week before Thanksgiving to students reminding them to drive safely and encouraging them to leave early and come back with plenty of time if they can to lower the risk of accidents caused by recklessness

ii. Tactic 2: Have BYUSA remind students to drive safe through their Twitter and Facebook posts

iii. Tactic 3: Send a press release to the Daily Universe to encourage the publication to write an article about the dangers of holiday travel

iv. Tactic 4: Post weekly tips about driving safe in the winter on Facebook page and Twitter.

v. Tactic 5: Place imitation road signs around campus that have tips for driving safe in the winter

o Objective 6: Decrease the number of adults texting while driving from 26 percent to 15 percent in one year.

a. Primary Message: Keep your eyes on the road, not on your phone, so you can stay safe and keep your criminal record clean.

b. Secondary Message: Because of the serious risks involved when texting and driving, Utah has very specific laws about the matter. If a driver is caught texting and driving can face up to 3 months in jail and $75 in fines. If the accident causes an injury or death, the police can subpoena the driver’s phone records to track the phone’s activity during the accident. If the person who caused the accident was texting they have committed a felony and can face 15 years in prison and are fined $10,000.

§ Strategy: To discourage texting while driving among BYU students who travel outside of Provo in an effort to reduce accidents caused by texting through on-campus events/media.

i. Tactic 1: Create a Facebook page against texting and driving

ii. Tactic 2: Have a cell phone treasure hunt (clues get sent to cell phones) where the clues relate to the risks of texting while driving

iii. Tactic 3: Post messages around campus that give drivers ideas of other things to do while driving that are much less distracting (books on tape, etc)

iv. Tactic 4: Have an awareness meeting about the dangers of texting and driving. Provide collateral materials like stickers to place on steering wheels or somewhere visible in their car that remind them to not text while driving

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v. Tactic 5: Have the university send Email to parents urging them to remind their children of the risks of driving and texting.

o Objective 7: Decrease the number drivers talking on their cell phones from 73% to 65% in one year.

a. Primary Message: Stay off the phone while you’re driving for the safety of yourself and others.

b. Secondary Message: Nationally, 73 percent of drivers talk on their phones while driving, distracting them enough to contribute to the 47,759 crashes that occurred in 2010 alone in Utah.

§ Strategy: To discourage students from talking on the phone while driving through on-campus media.

i. Tactic 1: Create a brochure that outlines the dangers and risks of driving while talking on the phone.

ii. Tactic 2: Broadcast a radio PSA on BYU radio that advises drivers to refrain from making phone calls while driving.

iii. Tactic 3: Place fliers in the windshield wipers of cars reminding them to refrain from talking on the phone while driving.

iv. Tactic 4: Write a press release about the risks of driving while talking on the phone and send it to the Daily Universe

v. Tactic 5: Send out an Email to parents of BYU students asking them to check with their students while on the phone with them to make sure they are not driving during the conversation

- Key Public 2: BYU Faculty and Staff

1. Demographic/psychographic profile: a. Demographics:

i. Professors at BYU ii. Men and Women

iii. Most reside in Utah iv. Majority drive to BYU

b. Psychographics: v. They drive to BYU when they have classes

vi. Some professors have to commute everyday to get to campus.

vii. Most professors drive in the morning. This can cause stress and irritation.

viii. The drive to work can also cause stress. Factors that play more into the stress can be traffic flow, being late to work and work stress.

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2. Motivating Self-Interests: a. Drive to BYU for work and pay. b. Drive to teach classes

3. Status of current relationship with Org. and issue: a. They can be part of accidents involving pedestrians b. They can be victims of sleep deprivation c. They commute in the morning and usually in the evening.

This means they drive in all conditions of weather and road conditions.

4. Third Party influentials and other opinion leaders: a. Co-Workers at BYU b. Department Heads c. Religious Leaders d. President Samuelson e. Friends and Family

5. What objectives they will help you accomplish: a. Objective 1: Reduce number of auto-pedestrian accidents in

Provo by 50 percent in one year, from 40 to 20. b. Objective 2: Increase the number of motorists wearing seat

belts from 89 percent to 95 percent in one year. c. Objective 5: Decrease the number of dry road condition

fatalities from 71% to 60% in one year. d. Objective 6: Decrease the number of adults texting while

driving from 26 percent to 15 percent in one year. e. Objective 7: Decrease the number drivers talking on their


a. Radio b. Billboards c. On campus media d. Print media e. Opinion leaders

- Messages for Key Public 2: BYU Faculty and Staff o Objective 1: Reduce number of auto-pedestrian accidents in Provo by 50 percent

in one year, from 40 to 20. a. Primary Message: Watch out for pedestrians while driving

to work, especially on BYU campus. b. Secondary Message: In 2010, pedestrians resulted in 9% of

auto-accident fatalities. § Strategy: To encourage BYU staff and employees to make conscious

efforts to look out for pedestrians through departmental media. i. Tactic 1: Email from Department President

ii. Tactic 2: Information posters on department bulletin boards.

iii. Tactic 3: Commercials running in department televisions.

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iv. Tactic 4: Newspaper press release Daily Universe v. Tactic 5: Article in department newsletters


a. Primary Message: Wear your seatbelt when driving to and from work.

b. Secondary Message: 32% of automobile accident fatalities were due to improper restraint.

§ Strategy: To motivate BYU staff and employees to wear their seatbelt through opinion leaders.

i. Tactic 1: Letter from President Samuelson ii. Tactic 2: Email from General Authorities iii. Tactic 3: Conference with Department Presidents iv. Tactic 4: Email from Provo City mayor v. Tactic 5: Email from Utah Governor

o Objective 5: Decrease the number of dry road condition fatalities from 71% to 60% in one year.

a. Primary Message: You are not as safe as you think you are while driving to work in good weather.

b. Secondary Message: 71% of accident fatalities occur on dry road conditions.

§ Strategy: Motivate BYU staff and employees to drive safely during all types of road conditions through departmental media.

i. Tactic 1: PSA on BYU radio ii. Tactic 2: Posters on department bulletins iii. Tactic 3: Press release giving information of dangers during

dry road conditions to Daily Universe iv. Tactic 4: Commercial on department television v. Tactic 5: Email from department president.


a. Primary Message: Young adults are not the only ones who fall victim to texting and driving.

b. Secondary Message: You are 5 times more likely to get in an accident while driving and using a cell phone.

§ Strategy: Motivate BYU staff and employees to refrain from texting while driving through departmental media.

i. Tactic 1: PSA on BYU radio ii. Tactic 2: Posters on department bulletin boards iii. Tactic 3: Email from Department president iv. Tactic 4: Commercial on department televisions v. Tactic 5: Press release to Daily Universe on the dangers of

using a phone while driving. o Objective 7: Decrease the number drivers talking on their cell phones from 73%

to 65% in one year.

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a. Primary Message: Talking on your cell phone takes the focus off driving no matter how important the call and can put you in danger when driving to work.

b. Secondary Message: You are five times more likely to get in an accident while using a cell phone.

§ Strategy: Motivate BYU staff and employees to refrain from talking on the phone while driving through on-campus media.

i. Tactic 1: Posters in conference rooms reminding staff to not talk on their cell phones while driving.

ii. Tactic 2: Posters on department bulletin boards iii. Tactic 3: Email from department president iv. Tactic 4: Press release on the importance of avoiding

distractions while driving to Daily Universe v. Tactic 5: PSA on BYU radio

- Key Public 3: Pedestrian students who live on campus or within ½ mile


i. Students between the ages of 18-25 ii. BYU freshman (on campus)

iii. Sophomores, juniors, seniors (1/2 mile radius) iv. Men and Women v. Mostly LDS religion

b. Psychographics: i. Students walking to and from school

ii. Students crossing the road when it is dark outside iii. They are always in a rush to get to school or go

home iv. They think that cars will automatically stop for

them since they are pedestrians v. They don’t look before crossing.

2. Motivating Self-Interests: a. Getting to school on time b. Getting home c. They are in a hurry to be somewhere d. Friends e. Social life

3. Status of current relationship with Org. and issue: a. Within a 60 mile radius of Provo, between 2000-2009, over

50 pedestrian deaths b. Average 40 auto-pedestrian accidents within the last 5

years

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4. Third Party influentials and other opinion leaders: a. Peers b. Friends c. Teachers d. Family members (parents) e. Celebrities f. Religious Leaders



belts from 89 percent to 95 percent in one year. c. Objective 3: Increase the average hours of sleep per night

for BYU students from 6 to at least 7 in one year. 6. Possible communication channels

a. Social media b. Opinion leaders c. Events d. Print media e. Where they live f. Routes they take g. Dining hall

- Messages for Key Public 3: Pedestrian students who live on campus or within ½ mile

o Objective 1: Reduce number of auto-pedestrian accidents in Provo by 50 percent in one year, from 40 to 20.

a. Primary Message: Look both ways before crossing the street to prevent being hit by a car, as drivers will tend to not see you and fail to yield at crosswalks.

b. Secondary Message: 1. A 28-year-old Provo woman was walking in the

crosswalk with a friend between 500 East and 600 East near the Bell Tower on North Campus Drive about 8 p.m. Witnesses say the driver of a westbound vehicle had a green light on North Campus Drive, but police say he was momentarily distracted and didn't see the two women.

2. A female BYU student hit a 19-year-old male longboarder when she made a left turn into a parking lot. She did not see him approaching and he was wearing dark clothing.

3. Remember those rules you learned in grade school about looking left and right before crossing the street.

4. On July 6, 2005, my two sons were walking home and were only two blocks away from their house in a

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school zone. They were crossing the street when a careless driver hit and killed my 7 year old son. Jordan Lee Morse, the driver admitted seeing the kids crossing the street, but too distracted by something he was doing, he didn’t stop. He got off with not even a ticket. This has devastated my family, this is a senseless loss that could of been avoided.

§ Strategy: To motivate students who live on campus or within a ½ mile to be cautious and responsible when crossing the street through the routes they take.

ii. Tactic 1: Put up posters on the routes they take reminding them the importance of looking both ways before crossing the street.

iii. Tactic 2: Paint on the ground at each crosswalk that says “Look.”

iv. Tactic 3: Pass out fliers at popular student routes reminding them to look both ways before crossing the street.

v. Tactic 4: Chalk on the ground of the students’ routes statistics of auto-pedestrian accidents and deaths.

vi. Tactic 5: Have bright orange flags at major crosswalks for students to use while crossing the street.


a. Primary Message: Follow the law and save your life in an accident by buckling your seatbelt when you get into a car.

b. Secondary Message: 1. 89 people died of improper restraint in Utah in

2010 2. 19% of the fatalities due to improper restraint

were in Salt Lake County 3. 11% of fatalities due to improper restraint were in

Utah County § Strategy: To motivate students who live on campus or a ½ mile away to

put their seatbelt on when they get into a car through opinion leaders. i. Tactic 1: Have professors send out an email to each student

reminding them the importance of wearing a seat belt. ii. Tactic 2: Tweet to have friends remind and check that all the

passengers in their car have seatbelts on before driving. iii. Tactic 3: Have someone from Zero Fatalities come to

campus and give a presentation about the effects of not wearing your seatbelt.

iv. Tactic 4: Email parents to remind their child to always buckle up when getting into a moving vehicle.

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v. Tactic 5: Encourage peers to share personal stories about someone they knew who did not wear their seatbelt and got injured in an accident on Facebook.


a. Primary Message: Do better in school, have more fun with your friends, and be more aware of your surroundings by getting at least 7 hours of sleep.

b. Secondary Message: 1. In 2004, Utah crash statistics show that there

were 1,374 crashes caused by fatigued drivers, resulting in 563 injuries and 32 deaths.

2. Many students are only getting 6 hours of sleep per night but the average adult needs on average 7-9.

3. According to AAA, fatigued drivers kill almost 1,500 people and cause $12.5 billion in damages each year. Drowsy drivers are almost as dangerous as drunk drivers.

§ Strategy: Encourage students who live on campus or a ½ mile away to get at least 7 hours of sleep per night through print media.

i. Tactic 1: Have an article published in the “Daily Universe” about the benefits of having at least 7 hours of sleep a night, such as better test scores, health, awareness and attitude.

ii. Tactic 2: Create a brochure that lists statistics and testimonials on how having more sleep will improve your life and make you more alert, which will help make you more aware of your surroundings when crossing the street.

iii. Tactic 3: Put posters around campus that remind students to get more sleep.

iv. Tactic 4: A banner at freshman orientation stressing the importance of good sleeping habits.

v. Tactic 5: Hand out T-shirts that say “I will sleep 7 hours every night” to help students commit to that goal.

- Key Public 4: Driving students who live farther than ½ mile from campus


i. Students between the ages of 18-30 ii. Men and Women

iii. 1/3 of BYU students are Utah residents iv. Majority of public do not walk to campus

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b. Psychographics: i. These students usually have to drive to work, class,

or other obligations ii. These students have to fight with rush hour traffic

and often attempt to multi-task while driving short distances.

iii. Students that drive to campus become easily irritated with pedestrians

iv. Students that drive to campus become easily irritated with other drivers.

2. Motivating Self-Interests: a. Make daily travel in car as efficient as possible. b. These students want to get where they need to go without

any issue. 3. Status of current relationship with Org. and issue:

a. They are responsible for part of the auto-pedestrian accident problem.

b. They are students and do not get enough sleep. c. They travel heavily in normal day-to-day around town

traffic which primarily is good weather and road conditions. d. They are part of the population that attempts to multi-task

and talk on the phone and text while driving. 4. Third Party influentials and other opinion leaders:

a. Religious leaders b. Academic leaders c. Local athletic standouts d. Friends and Family



belts from 89 percent to 95 percent in one year. c. Objective 3: Increase the average hours of sleep per night

for BYU students from 6 to at least 7 in one year. d. Objective 5: Decrease the number of dry road condition

fatalities from 71% to 60% in one year. e. Objective 6: Decrease the number of adults texting while

driving from 26 percent to 15 percent in one year. f. Objective 7: Decrease the number drivers talking on their


a. Billboards b. Internet c. Individual colleges within the University d. On-Campus media e. Social Media

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- Messages for Key Public 4: Driving students who live farther than ½ mile from campus

o Objective 1: Reduce number of auto-pedestrian accidents in Provo by 50 percent in one year, from 40 to 20.

a. Primary Message: Beware of pedestrians in your day-to-day commute to campus to avoid hitting someone.

b. Secondary Message: 1. 40 auto-pedestrian accidents are reported every

year. 2. Pay attention to cross walks and remember that you

are driving in a college town with a lot of walkers. § Strategy: Motivate students who live farther than ½ mile away from

campus to be cautious of pedestrians through the routes they take and their driving surroundings.

i. Tactic 1: Post signs on busy roads around campus indicating the amount of reported auto-pedestrian accidents every year.

ii. Tactic 2: Post a sign in all of the Y Lots around campus that encourage students to all be safe drivers and to look out for pedestrians.

iii. Tactic 3: Hang banners at major intersections. iv. Tactic 4: Place fliers on all front desks of BYU-

approved housing apartments reminding drivers to be safe.

v. Tactic 5: Park a car that’s been in an accident in Brigham Square that has facts about Provo accidents written all over it.


a. Primary Message: Wear your seatbelt, even if it’s a short distance, because it could save your life.

b. Secondary Message: 1. 31% of fatalities in 2010 were due to improper

restraints. § Strategy: Motivate students who live farther than ½ mile away from

campus to always wear a seatbelt through the use of the Internet. i. Tactic 1: Send a BYU email out to those students

with the appropriate mailing address with the simple reminder to wear your seatbelt.

ii. Tactic 2: Have BYUSA tweet that 31% of fatalities in 2010 were due to improper restraint.

iii. Tactic 3: Have BYUSA mention seatbelts on Facebook at least once a week.

iv. Tactic 4: Create a safe-driving website with simple instructions on how to be a safer driver including wearing a seatbelt.

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v. Tactic 5: When registering for a Y parking pass, have a reminder box pop up reminding drivers of the nature of driving in Provo, and to always wear a seatbelt.


a. Primary Message: Get 7-9 hours of sleep a night. It may be the difference between a serious traffic accident and just another normal day.

b. Secondary Message: 1. Staying awake for 20 hours is the equivalent of a

BAC of .08% § Strategy: Motivate students who live farther than ½ mile away from

campus to make changes in their schedule to sleep for 7-9 hours a night through the Internet.

i. Tactic 1: Create a website about safe driving that includes the facts about driving without enough sleep.

ii. Tactic 2: Have BYUSA tweet that being awake for 20 hours is the equivalent of a BAC of .08%.

iii. Tactic 3: Create a Facebook page so students can commit to sleeping for 7-9 hours a night by “liking” it on Facebook.

iv. Tactic 4: Ask Coach Rose and Mendenhall to send an email out to all students reminding them of the health benefits of getting a full nights rest.

v. Tactic 5: Place a reminder to students on MyMap that they need to get 7-9 hours of sleep a night.

o Objective 5: Decrease the number of dry road condition fatalities from 71% to 60% in one year.

a. Primary Message: Driving in good weather gives you a false sense of security.

b. Secondary Message: 1. In the past year the most fatalities occurred between

June and September. § Strategy: Motivate students who live farther than ½ mile away from

campus to be cautious while driving in good weather through the Internet. i. Tactic 1: Send an email out to all Spring/Summer

students and work-study students explaining that most accidents occur in good weather.

ii. Tactic 2: Ask each Department head to send an email out to each of their students reminding them to be cautious while driving in the good weather.

iii. Tactic 3: Create a Facebook page so students can commit to driving safely on summer road trips by “liking” it on Facebook.

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iv. Tactic 4: In August through September, post a “Safe-Driving” warning on BYU’s homepage.

v. Tactic 5: Send an email out to all Bishops and Stake Presidents in the area encouraging them to reinforce safe driving habits during summer ward and stake activities.


a. Primary Message: Don’t text and drive. It will make you a much safer driver.

b. Secondary Message: 1. Texting and driving is against the law and could

cost you serious money and hard jail time.

§ Strategy: Motivate students who live farther than ½ mile away from campus to not text and drive through print media.

i. Tactic 1: Write a story in the Daily Universe about the dangers of texting and driving.

ii. Tactic 2: Hand out shirts to students who pledge to not text and drive that say, “I’m a safe driver so you can trust me.”

iii. Tactic 3: Create a brochure with all of the facts and information regarding the dangers of driving while texting.

iv. Tactic 4: Send a letter to stake presidents so they can distribute to local Bishops. Then they can read it to their wards, discussing the dangers of texting while driving.

v. Tactic 5: Hang posters by students’ mailboxes and Laundromats warning students to not text and drive.

o Objective 7: Decrease the number drivers talking on their cell phones from 73% to 65% in one year.

a. Primary Message: Don’t talk on your cell phone and drive. It will make you a much safer driver.

b. Secondary Message: 1. Using Hands-Free equipment greatly reduces the

chance of getting in an accident. § Strategy: Motivate students who live farther than ½ mile away from

campus to not talk on their phone without hands-free equipment through print media.

i. Tactic 1: Write a story in the Daily Universe about the dangers of talking on your cell phone and driving.

ii. Tactic 2: Hand out shirts to students who pledge to not talk on their cell phone and drive that say, “I’m a safe driver so you can trust me.”

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iii. Tactic 3: Create a brochure with all of the facts and information regarding the dangers of driving while talking on your cell phone.

iv. Tactic 4: Send a letter to stake presidents so they can distribute to local Bishops. Then they can read it to their wards, discussing the dangers of talking on your phone while driving.

v. Tactic 5: Hang posters at students’ mailboxes and Laundromats to not talk on their phone while driving.

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BYUSA - NEWS RELEASE

CONTACT: Brett Lee 360-831-3950 FOR IMMEDIATE RELEASE Dec. 3, 2011

Texting while driving is both highly dangerous and regulated

PROVO, Utah – Research has shown that 26 percent of drivers in Utah have developed the habit

of texting while driving every day.

Research also shows that a driver that texts while driving is in many ways more

distracted than one who chooses to drink and drive. Because of the potential for many dangers to

both the actual driver that chooses to text and to everyone else using the road, the state of Utah

has made it illegal for the driver of any car to text and drive.

If a driver is found to be texting and driving, they can face up to three months in jail and

receive a $75 fine. In the case of any traffic accident that results in a serious injury or death, the

police can subpoena the driver’s phone records to track any texts that were made close to the

time of the accident. If it is proven that the driver was acting carelessly due to texting and driving

they are now guilty of a felony. The felon is then eligible for 15 years in prison and a $10,000

fine.

It is imperative that all drivers that have made it a habit to text and drive to refrain

immediately. The safety of countless Utah residents is at stake when drivers act carelessly.

BYUSA is hoping that with an increased sense of awareness and effort towards solving this

problem, that the Utah Valley community can decrease the amount of drivers that text from 26

percent to 15 percent in one year.

BYUSA has actively worked to serve and advise the BYU and Utah Valley community

since 1988.

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On average, six pedestrians die a year from auto related accidents in Provo.

STOP

LOOK

and

LISTEN

Don’t become a statistic. Look both ways before crossing the street.

group campaign - final.pdf

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