The National Highway Traffic Safety Administration initiated distracted driving demonstration programs in two communities to test whether a high-visibility enforcement (HVE) model could reduce two specific instances of distracted driving– talking or texting using a hand-held cell phone. The HVE model combines dedicated law enforcement during a specified period, paid and earned media that emphasizes an enforcement-based message, and evaluation before and after. NHTSA’s best known and most successful HVE campaign is the Click It or Ticket seat belt enforcement mobilization. HVE has also been effective in combating aggressive driving, impaired driving, and speeding. The demonstration projects were aimed to test whether HVE would be effective in modifying driver behaviour to not use hand-held phones to talk or text, whether law enforcement would be able to observe violations, and whether an HVE campaign would increase drivers’ perceived risk of receiving a citation for violating the law. This report summarizes results from four HVE waves over the course of one year targeting distracted driving in Hartford, Connecticut, and Syracuse, New York. An interim report addressing the first two waves is available (Cosgrove et al., 2010, Report No. DOT HS 811 376, http://www.distraction.gov/research/PDF-Files/High-Visibility-Enforceme…). (Author/publisher)
Samenvatting