Distracted driving is one of the riskiest behaviors any driver can undertake. But, as study after study shows, many drivers discount their own behavior and view distraction as a significant problem that applies to other people. Using a comprehensive values-based approach, the AAA Foundation for Traffic Safety set out to understand the factors influencing drivers' views of distraction and to identify the messages that can leverage that understanding to change driver behavior. With the results of this project, AAA and the AAA Foundation can develop messaging campaigns targeting young drivers. By reaching out with messages that will resonate with this group, the Foundation hopes to reduce - and ultimately eliminate - distracted driving. This project involved a two-part research and message development effort: Identify the values motivating young drivers with regard to distraction, and then conduct a quantitative study of the findings, assessing values and potential messages in terms of both new information and existing campaigns. The first part of the project focused on identifying the values young drivers hold: What are the issues, beliefs, perceptions, and influences that guide this target audience in its decision-making? Unlike strategies based on more superficial demographic commonalities, such as current fads or popular culture references, values-focused strategies lead to a stable, enduring approach that informs through reason and motivates through emotion. Researchers explored the values and opinions of drivers aged 20-25 who own a cell phone, PDA, or other handheld device during two online focus groups. To assess the impact of state policies on driver behaviors and attitudes, one group had drivers from states with laws governing handheld use in cars, and the other had those from states without such laws. For the second part of the study, researchers crafted an online assessment that further explored the implications of the values identified in part one. Some 1,008 licensed drivers aged 17-26 who use cell phones, PDAs, or other handheld devices responded to questions about how they assess their own driving, perceive risk, and understand the consequences of distracted driving. The online research also assessed how participants responded to sample message concepts and existing TV ads discouraging distracted driving, particularly in terms of how those messages appeal to key values. The survey included an analysis of how the participants’ views changed after viewing the ads and considering messages and slogans about distracted driving. Based on all those findings, the researchers offered a message strategy and architecture that could be used to develop campaigns that will resonate with and motivate young drivers. (Author/publisher) For the full publication, see http://www.aaafoundation.org/pdf/2011DistractedDrivingMessageDevelopmen… For the Executive Summary, see http://www.aaafoundation.org/pdf/2011DistractedDrivingMessagingStudyExe…
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