New PSAs from Ad Council, the National Highway
Traffic Safety Administration, and Organic encourage drivers to
keep their eyes forward, and to not drive distracted
WASHINGTON ,
Nov. 9,
2023 /PRNewswire/ -- Today, the Ad Council and
the National Highway Traffic Safety Administration (NHTSA) released
new public service advertisements (PSAs) in support of the ongoing
Distracted Driving Prevention campaign, which focuses on raising
awareness of the dangers of using a cell phone while driving.
According to the latest NHTSA data, in 2021, there were 3,522
people killed and an estimated additional 362,415 people injured in
motor vehicle traffic crashes involving distracted drivers.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9213557-ad-council-nhtsa-distracted-driving-psas/
The new PSAs, entitled "Really Scary," tap into the insight that
the temptation for tech is visceral and ever-present, so drivers
might not realize when they shift into distracted driving. The
campaign aims to name the problem, so that drivers can become more
aware of their behavior and avoid distracted driving. The latest TV
creative depicts a scuba diver swimming in the ocean before coming
face-to-face with a shark. As the camera zooms out, we see the
driver's phone screen and realize there's something even scarier
than the shark: the driver has been watching this video while
driving. And because he's distracted, he narrowly misses a
pedestrian in the crosswalk.
"The newest iteration of this important campaign brings the very
real, very serious dangers of distracted driving to the forefront
of the conversation," said Michelle
Hillman, Chief Campaign Development Officer, Ad Council.
"With phones and technology more accessible than ever, we are proud
to continue our partnership with NHTSA on such an important issue
to raise awareness of the dangers of using your phone while
driving."
NHTSA data shows that for 2021:
- There were 3,522 people killed and an estimated additional
362,415 people injured in motor vehicle traffic crashes involving
distracted drivers—an increase of 380 fatalities compared to
2020.
- Eight percent of fatal crashes, 14% of injury crashes, and 13%
of all police-reported motor vehicle traffic crashes in 2021 were
reported as distraction-affected crashes.
- During a typical daylight moment, an estimated 373,066
passenger vehicle drivers were holding cell phones to their ears
while driving.
"We were inspired to tap into the idea of fear because of the
target's fascination with being frightened and scared. We wanted to
work against that to show something truly fearful - distracted
driving. We know that there are so many distractions that come with
drivers using their cell phones," said Andrew Carlson, Chief Creative Officer, Organic.
"We're so honored to have been chosen to produce this important
work for NHTSA and continue to spread the message of the risks that
come with distracted driving."
The latest creative installment, developed pro bono by Organic,
includes TV, digital, radio, print, and out-of-home assets that
will appear across the country in time and space donated by the
media. The PSAs will also be distributed to the Ad Council's
network of over 1,850 broadcast TV stations and 9,500 radio
stations across the country.
Since first launching in 2011, the campaign has garnered over
$460 million in donated media and
over 24 billion impressions.
The Ad Council
The Ad Council convenes creative storytellers to educate, unite
and uplift audiences by opening hearts, inspiring action and
accelerating change around the most pressing issues in America.
Since the non-profit's founding, the organization and its partners
in advertising, media, marketing and tech have been behind some of
the country's most iconic and impactful campaigns – Smokey Bear, A Mind Is a Terrible Thing to
Waste, Love Has No Labels, Tear the Paper Ceiling and many more.
With a current focus on mental health, racial justice, gun violence
and other critical issues, the Ad Council's national campaigns
encompass advertising and media content, ground game and community
efforts, trusted messenger and influencer engagement, among other
innovative strategies to move the needle on the most important
issues of the day.
To learn more or get involved, visit AdCouncil.org, join
the Ad Council's communities
on Facebook, Instagram, LinkedIn and Twitter,
and view campaign creative on YouTube.
NHTSA
For more than 50 years, the National Highway Traffic Safety
Administration (NHTSA) has served as the key federal agency charged
with improving safety on our nation's roadways. As part of the U.S.
Department of Transportation, NHTSA is working to reduce
traffic-related deaths and injuries by promoting the use of seat
belts and child safety seats; helping states and local communities
address the threat of distracted, drunk and drug-impaired drivers;
regulating vehicle safety standards and investigating safety
defects in motor vehicles; establishing and enforcing fuel economy
standards; conducting research on driver behavior and traffic
safety; and providing consumer information on issues ranging from
child passenger safety to impaired driving. For more information
visit www.nhtsa.gov.
Organic
Organic is the performance brand agency that delivers brand
creative excellence with precision marketing solutions. Organic's
two-decade heritage designing digital customer experiences and
brand ecosystems is the foundation of the agency's unique
lead-agency approach. Organic is part of the Omnicom Precision
Marketing Group (OPMG), and Omnicom Group Inc. (NYSE: OMC).
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SOURCE The Ad Council