Behavioral Change Messaging to Curb Distracted Driving

CAMPAIGN OBJECTIVE

To motivate the driving public toward a new behavior that can directly reduce the prevalence of distracted driving.

BEHAVIORAL ANALYSIS

Optimism bias has long been held as a behavioral science principle that leads people to adopt a false sense of security around dangerous driving behaviors, especially texting. As a result, many fear-based campaigns have been created over the years to dispute the “it can’t happen to me” fallacy, showing one violent crash scene after another.

Yet 90+ percent of the American public continues to admit they text while driving.

The “Change Your Settings” campaign is centered around a different behavioral science principle: the bias of meeting the expectations of those closest to us.

We explored this proximity bias with both primary and secondary research to uncover its impact on driving decisions.

RESULTING INSIGHT

We all know the behavior is dangerous. We know we shouldn’t do it. But we go against our better judgement for those we’re closest to. The irony — and the opportunity — is that these are the last people who’d want us taking such risks, especially on their behalf.

Our messaging harnesses the powerful influence of the relationships that makes this such a problem and leverages it toward a solution.

When invited to engage in a conversation around why they might text each other, people affirmed this truth: Your safety is more important than anything else.

BEHAVIORAL ACTIONS

We harnessed this insight by developing a two-pronged call to action:

1. Talk to those closest to you about texting and driving and commit to one another to take action
2. Change the setting on your phone to Safe Driving Mode

Much like the relationships, the psychological power that modern technology wields must be harnessed and aimed toward the solution. Given what we now know about willpower, habit science and the dopamine effect of our devices, it is beyond naive to expect drivers to resist risky behavior every time their phone chimes (the average person trades more than 85 texts a day). We need to make this a single, premeditated, set-it-and-forget-it decision that protects us from that relentless temptation when behind the wheel. Fortunately, all major smartphone platforms are now equipped with a feature to do just that.

Safe Driving Mode is a setting that detects when you are driving, holds text notifications until you’re not, and automatically responds to the sender on your behalf that you’ll get back to them when not behind the wheel. Just like the problem, we are all walking around with the solution, literally in our pockets. We just need to flip a very important switch and change our settings.

PRODUCTION CONTEXT

This campaign was originally developed for use by the South Carolina Department of Public Service as a speculative campaign within a formal RFP process. Due to inconsistencies with the state procurement process, however, the campaign was never viewed by the state agency’s panel. This work is the property of Riggs Partners, and we respectfully submit it has significant value to the American public. It would be our privilege to donate this campaign and the assets produced to date to AdCouncil for pro bono distribution, with the endorsement and sponsorship of the National Highway Traffic Safety Administration.

CAMPAIGN CRITERIA

This campaign meets the criteria set forth by AdCouncil for consideration as public service announcements:

• Seriously impacts a vast percentage of the American public
• Offers a solution through an individual action (change your settings)
• Resources available nationwide (access to individual smart phones)
• National in scope (the issue is prevalent in every media market)
• Advertising can help achieve objectives, and is measurable (Do Not Disturb adoption studies can be deployed)
• Non-commercial, non-denomination, non-partisan, does not influence legislation