PUBLIC RELATIONS PROJECT

DON’T TEXT AND DRIVE

coeo

&oc ‘EM UOlentangy DECA Chapter

Olentangy High School675 Lewis Center Road

Lewis Center, OH 43035

Candace DoveJoseph DiFrancesco

Hannah Olenick

April 29, 2011

Table of Contents

1. EXECUTIVE SUMtvIARY i

II. CAMPAIGN THEME OR FOCUS 2

A. Statement and description of the issue to be addressed 2B. Rationale for selecting the issue 3C. Description of the target population 5

III. LOCAL MEDIA AND OTHER PROMOTIONALPOSSIBILITIES 6

A. Local print and broadcast media available 6B. Other possible promotional activities 8C. Media mix and rationale for media and other promotional activities 9

IV. CAMPAIGN ORGANIZATION ANDIMPLEMENTATION 10

A. Organizational chart, member involvement and job description 10B. Description of the campaign and documentation 13C. Estimated impact on the target population 22

v. EVALUATION AND RECOMMENDATIONS 23

A. Evaluation of the process 23B. Recommendations for future campaigns 24

VI. BIBLIOGRAPHY 25

VII. APPENDIX 26

I. EXECUTIVE SUMMARY

Focus of the Public Relations CampaignThe Olentangy DECA Chapter decided to create awareness throughout the community on the issue of texting anddriving. The campaign “LOCK ‘EM UP” was created and implemented in order to decrease texting and drivingrates within the Olentangy Local School District (OLSD), as 75% of students surveyed admitted to partaking inthis action.

Project RationaleEach year, the DECA Chapter determines the most prevalent issues that the community is currently facing. Withmany personal experiences of injuries throughout the district, we felt it was necessary to take action in order tosave future lives, creating awareness for further generations. Through our research conducted on the topic, wecame to the conclusion that texting and driving was a severe problem affecting our society.

Project Goals+ Educate specific target markets on the dangers and consequences of texting while driving.• Involve the entire student body in an active approach to eliminate texting and driving.+ Partner with community members in order to gain support, creating awareness about the campaign.•. Persuade community members to rethink before texting and driving, keeping the community safe.

Research Methods

• Surveys • Focus Groups • Personal Interviews • Experimental Studies

Target MarketPrimary: Olentangy High School Teenage DriversSecondary: Parents and adults of Delaware County

Campaign Organization and ImplementationIn early August 2010, the members of the DECA Chapter finalized the theme for the year’s public relationsproject. Campaign managers debated on a unique, yet successful image to associate our development with,deciding on “LOCK ‘EM UP”, urging drivers to keep their thumbs “locked up”. This in turn urged drivers tofocus on driving rather than using a cell phone. After a theme was selected, the planning, organizing, andimplementation of various educational activities were put into place.

•• The “LOCK ‘EM UP” Awareness Week held February 7 through February 11, 2011, the week beforethe winter homecoming dance, was a contributing factor in education teenagers on the consequencesof texting while driving.

+ Teaming up with the Act Out Loud organization sponsored by Allstate not only allowed us to gainrecognition on a National level, but we also were able to provide daily reminders for those to pledgedagainst texting and driving to drive at tentatively.

+ Abundant forms of mass media were used in order to further awareness on the “LOcK ‘EM UP”campaign. The use of school print media, community print media, local broadcast media, internetmedia, and outdoor media allowed us to appeal to our selected target audiences.

+ Promotional activities such as special events, the use of specialty items, and finally presentationswere all implemented in hopes of creating a lasting image in continuance of the “LOCK ‘EM UP”development.

With this project we were able to reach and positively affect more community than we ever had imagined with theactivities conducted, the events held, and the exposure through the community press.

Evaluation and RecommendationsThe “LOCK ‘EM UP” campaign proved to be successful in many ways. Not only were we able to reach andeducate our high school, but also we were able to teach out to the parents influencing their children’s drivinghabits. When implementing a campaign to this degree, one must remember to use all available resources, reachyour target audiences, and encompass enthusiasm.

II. CAMPAIGN THEME OR FOCUS

A. Statement and description of the issue to be addressed

Driving in itself requires the full attention of the driver. When you add a distraction, it becomes a

recipe for disaster. Texting while driving has become an unsettling act among teens and adults, putting

many lives at stake. Through this campaign, the first priority is to open the eyes of the community by

raising awareness of this rising trend, as well as informing them ofjust how common texting while

driving has become.

Motor vehicle crashes remain the number one leading cause of death for U.S. teens. Extensive

research and personal experiences from Olentangy High School staff and students have proven that

distractions while driving make up a majority of these accidents on behalf of motor vehicles. Educating

teens and adults on the importance of driving without distractions will hopefully lower rates due to car

accidents throughout Delaware County. Statistics show that:

+ 48% of all teens ages 12-17 say they have been in a car when the driver was texting.(protector.com)

+ When texting, steering capability goes down by a tremendous amount; 91%(textingandcirivingstatistics.com).

+ A driver is twenty three times more likely to get into a car accident while driving and texting(textinganddrivingstatistics.com).

Distracted driving is any non related driving activity one engages in, potentially harming him or her

from the primary task of driving, increasing the risk of injury. Distracted driving consists of three main

components being visual, manual, and cognitive. Visual distractions take your eyes off the road, manual

distractions take your hands off the wheel, and cognitive distractions take your mind off of what you are

doing (distraction.gov). According to a study conducted at the University of Utah, distraction from cell

phone use while driving extends a driver’s reaction as much as having a blood alcohol concentration at

the legal limit of .08 percent. Drinking and driving (DWI) is known to be dangerous, raising the question

why the issue of texting and driving (DWT) is not measured to the same potential. This disturbing fact

showcases that texting while driving can be, if not more, dangerous than drunk driving, solidifying our

decision to raise awareness on the issue.

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Creating both knowledge and awareness of the subject are key aspects in educating the public on

texting while driving. To keep our project focused, we addressed four main objectives in order to

successfully reach peers.

The objectives of the project are as follows:

+ Educate specific target markets on the dangers and consequences of texting while driving.+ Involve the entire student body in an active approach to eliminate texting and driving.+ Partner with community members in order to gain support, creating awareness about the

campaign.+ Persuade community members to rethink before texting and driving, keeping the community

safe.In order to determine a topic for the campaign, surveys were administered to students and staff of

Olentangy High School. After surveying teenage drivers, the results proved that Drivers Education

Classes are not effectively teaching students about texting while driving, making it possible for

Olentangy DECA to create a plan in order to raise awareness on this expanding trend. Yet students were

not the only perpetrators, adult staff members were found to be just as guilty.

The first stride in appealing to the primary target audience, student drivers in the Olentangy District,

was creating a memorable slogan for this Public Relations project. With the aspiration to reach teens in a

unique way that has not been achieved before, a visual image to keep your thumbs “locked” while

driving was fashioned. The goal is to educate, motivate, and ultimately save lives.

B. Rationale for selecting the issue

Texting and driving results in 330,000 distracted driving injuries every year (allstate .com).

Unfortunately, Delaware County has had its share of injuries due to this action. With the statistics

and personal experiences in mind, The Olentangy DECA chapter wanted to research this topic more

‘EM UP

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in depth in order to determine if a campaign on texting and driving would positively affect our

county.

Preliminary surveys were given to over 500 student drivers, along with 66 teachers in order to

determine the severity of texting and driving in the Olentangy district. The following charts depict our

student findings:

________________________________

From this data, we were able to approximate how many student drivers are texting and driving,

how often they are partaking in the action daily, and where knowledge on the subject should have began,

being Driver’s Education courses.

The following charts depict our teacher findings:

Have you ever textecl while(lrivmg?

Did your Driver’s Educationclasses educate you on the

(hangers of texting and driving?

Yes

ZNo

75%

I Yes

No

67%

Average number of (tally textssent while driving?

______________

1060/8”_7%

IltoS

to 10

lltol5

116+0

Do you think texting and drivingshould be banned?

I Yes

LNo

‘72%

Have you ever tex ted whiledriving?

Have you warned your chil(lrenabout the dangers of texting &

driving?

Yes

No

79%

I Yes

•No

p,

4

It was disturbing to gather data on students who say they have been in an accident or know close

relatives that have been in an in accident yet still continue to text and drive, an alarming 15%. With the

majority of parents warning their sons and daughters against texting and driving, the question of whether

the parent setting the example will make a difference.

After reviewing the survey results, the campaign managers realized that it would be more impactful

as fellow classmates to set an example as being fuliy capable of keeping a phone out of reach while

driving.

C. Description of the Target Population

Delaware County is not only the fastest growing county in Ohio but one of the fastest growing in the

nation. Delaware County is located approximately twenty miles north of the state capital, Columbus

(www.co.delaware.oh.us). This expediential growth opened the door to many available media

resources.

The Olentangy Local School District

consists of three high schools, four middle

schools, and fourteen elementary schools.

Olentangy High School is located in Southern

Delaware County, made up of approximately

1,200 students 13-18 years of age. This age

-group serves as our primary target market to the

Delaware County map(Mapquest.com) “LOCK ‘EM UP” campaign because we can focus on those able

to legally drive, as well as educating the future drivers of our community.

The “LOCK ‘EM UP” campaign directed the focus on two main target markets. The primary target

market consists of student drivers. According to studies conducted, teenagers are more susceptible to

being involved in car crashes due to texting while driving. With cell phones being more affordable, this

(in turn adds to the increase of cell phone use, contributing to an enlarged amount of talldng and texting

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on the road. We chose students as our foremost population to attend to because we hope to make a

difference in their lives to create a future generation aware of the dangers of distracted driving.

Interestingly enough, a 2010 study revealed that 47% of adults resort to texting as compared to 34%

of teenagers. (www.nationwide.com). This leads us to our second target market, adults and parents

within the community. Adults have been chosen because they are not only responsible for their own

driving habits, but they are also the focal influence on students and their child’s driving behaviors. An

Allstate study revealed that 75% of teens surveyed said their parents would be the best influence in

getting them to drive more safely. While appealing to a wide audience in the Olentangy district, texting

and driving rates can be greatly reduced if not eliminated.

• Students and teenagers • Research and statistics• Teachers and parents • Special events• The Olentangy Community • Mass media• Government Officials • Sponsorships• Drivers Education Classes • Educational Programs

III. LOCAL MEDIA/PROMOTIONAL POSSIBILITIES

A. Local print and broadcast media available

Delaware County has access to a variety of accessible media options. Selections were made

based on the target audience, and the exposure of such media source. With a limited budget, the chapter

chose media options that would follow these two main goals.

School Print Media

+ The Beacon: Olentangy High School’s monthly periodical that is available for students and staffto purchase for one dollar.

School Broadcast Media

+ Tangy Today: Acts as the school’s informative announcements, airing every morning duringsecond period.

Community Print Media

+ The Delaware Gazette: The County’s newspaper published and distributed weekday afternoonsand Saturday mornings.

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+ ThisWeek Newspaper: A weekly tabloid focusing on current events in the Olentangycommunity.

•• The Columbus Dispatch: A daily newspaper, containing community issues, as well as politicalissues, sports, and health. The newspaper is greatly distributed to approximately 199,524 dailysubscribers and 334,422 subscribers on Sundays.

Community Broadcast Media

•. 97.9 WNCI Radio Station: Airs Top 40 — CHR (contemporary hit radio) songs. As one of mostpopular stations in Columbus, the demographic of the station appeals to teens and young adults.

+ Gen X Radio 106.7: Plays 90’s pop and rock music, appealing to an older audience.+ ABC6 is a newscast, informing people about current, local, and state issues.+ FOX News Station: A cable and satellite television news channel, available to 102 million

households in the United States and further to viewers internationally.+ NBC News Station: Acts as an informative news station, currently claiming the highest ratings

for its morning, evening, and Sunday interview programsInternet Media

+ Facebook and Myspace: Worldwide known websites, allowing individuals to create groupsposting photos, videos, findings, and current events.

+ Youtube: An international website, allowing members to create and post videos with theopportunity to comment on the video clips.

+ Twitter: A top three social networking cite, available worldwide. The free of charge site allowsmembers to create accounts, “tweeting” or posting thoughts, tagging friends and companies intheir “tweets”.

+ Olentangy High School Home Page: Provides information for students and parents to viewupcoming events.

+ District E-Mails: Sent out weekly to all staff and parent subscribers in the Olentangy LocalSchool District.

Outdoor Advertising

+ Road signs: Available to create awareness of texting and driving along the roads of DelawareCounty. Not only are road signs durable and long lasting, but they also provide a message todrivers currently on the road.

•• Billboards: If selected in high traffic areas, billboards can be successful in reaching manydrivers, yet would possibly pose a threat to drivers acting as another distraction.

Direct Mail

Direct mail allows advertising in large quantities. It may be addressed to either pre-selected

individuals, or delivered on a neighborhood-by-neighborhood basis. Postage stamps purchased in an

abundant amount may be very costly, with a limited response rate.

Text Messages

Cell phones are a necessity to many people at this time. With electronics being a natural habit to

everyday life, text messages can be used to send in mass quantities. Updates, reminders, and current

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events can all be sent out to followers of the campaign.

B. Other possible promotional activities

Press Release

A press release is a formatted written document announcing events with potential of being

followed in the news. Press releases can be mailed, faxed, or e-mailed to print or broadcast studios.

These can be used as great communication methods, acquainting the community on the issue.

Special Events

Special events are informative socials in order to raise awareness to larger groups. These events

may include press conferences, parent informational nights, and school wide assemblies.

Business Sponsorship

Business involvement is especially important to inform community members on the campaign.

These contacts provide resources, sponsorships to further awareness, and potential guest speakers.

Specialty Items

Specialty items are inexpensive giveaways to create support, provide reminders, associate

campaigns with, and raise awareness throughout the school and community. Items may include ribbons,

key chains, temporary tattoos, window decals, cookies, lanyards, and tee shirts.

Flyers, Signs, and Banners

These items are an inexpensive tool used to educate specific target markets. Creative objects

such as these are useful in educating and advertising.

High School Marquee

The marquee board is a large statue located on the main road entering the high school. In an ideal

location with high traffic, the board posts current events acting as a great form of publicity.

Informational Brochure

Brochures can be used to provide statistics and findings targeting specific audiences. Brochures

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are great informational resources.

C. Rational for media mix and other promotional activities

When selecting the media mix and promotional activities, the primary goal was to have a lasting

effect on community members. In order to educate, motivate, and ultimately save lives the choices had

to appeal to our target markets.

With high school students being our primary focus, OHS media options were utilized, making

the most of the available, yet inexpensive promotional opportunities. Visualizations seemed to reach and

influence the student body, so posters were designed and displayed throughout the high school to inform

students on the “LOCK ‘EM UP” Awareness week. Videos showing statistics and real life texting and

driving crashes were aired on the Tangy Today, and reminders of activities taking place after school

were broadcasted over the announcements. The hope was that students would participate in activities to

prove for themselves how dangerous texting and driving really is. Networking was found particularly

useful to connect with followers of the campaign.

+ School Media+ Olentangy High School announcements

Broadcast Media •:• Tangy Today+ Community Media+ ABC6+ Radio Stations

- 97.9 WNCI+ Facebook+ YoutubeInternet Media+ Twitter+ District E-mail•:•_Dispatch_Online

Outdoor Media + High School Marquee+_Road_signs

Print Media

•:•

+

•:•

School MediaThe BeaconCommunity MediaThe Columbus DispatchThisWeek Newspapers

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+ Donated car 1ay from Lelaware County I jliceSpecial Events Department.

+ Fifty-five-student tee shirt representation.+ Act Out Loud Organization.+ Flyers given to parents at the information night.

Flyers and Banners + Banners were hung in the cafeteria and throughout theschool.

+_The_pledge_sign hangs_in the_school.. + Cookies given to those who pledged.

Specialty Items Key chains were passed out to DECA members.+ Ribbons were given to the student body.

Presentations + An assembly was given to the student body promotingsafe driving before the homecoming dance.

IV. CAMPAIGN ORGANIZATION AND IMPLEMENTAION

A. Organizational chart/job description

Teamwork is a necessity in order to accomplish a project to this extent. The campaign was divided

into three areas to ensure responsibilities were met. The three areas selected included special events,

high school mass media, and community mass media.

Assigning positions to managers with advantageous specialties would create success. Each

campaign manager was accountable for creating an initial plan of action, determining which community

members would best benefit the “LOCK ‘EM UP” campaign, as well as foreseeing the plan- making

sure the events targeted both the primary and secondary target audiences.

Not only we were able to successfully involve the Olentangy DECA Chapter, but we utilized the

possible community members as well.

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“LOCK ‘EM UP” Campaign

‘I,. 1.Special Events Manager High School Mass Media Community Mass Media

Manager ManagerCandace Dove J

I Hannah Olenick Joe DiFrancesco

4, 1.High School Officials

__________________________ __________________________

Print Media Contacts Print Media ContactsJay Wolfe

Tom McDonnell Teresa Shawberry Bonnie ButcherSarah Montell Lorrie Cecil4, Cohn Binkley

_______________

4, PaulSauradaCommunity Officials

Broadcast Media ContactsSheriff Walter L. Davis III

Deputy Leonard Zack Molle Broadcast Media ContactsDave Rousch

- --- --=----— — ----

— Dave Kaelin

4,-

Jimmy Shaheen

____________________________

Outdoor Media Contacts Chrissy MortonNational Events Contacts

Debra Giammarco

Sandy Spavone Jessica Roads

Online Promotion Specialist

Kenny McCambridgeGraphic Design Specialist—=-- -

Chris Guyot

Special Events Manager: Responsible for selecting events that will reach the high school, community,

and national level. The manager ensured actions were properly executed, finding help when needed.

High School Officials: Representatives were in charge of providing appropriate materials and resources

for the awareness week to run smoothly.

Community Officials: This committee planned events to step outside the Olentangy boundaries.

Members provided lasting visual aids to community members.

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National Events Contacts: This affiliate displayed the campaign findings through a national

organization.

High School Mass Media Manager: This position used advertising strategies to relate, educate, and

motivate high school students. The high school manager surveyed students in order to understand which

particular uses of mass media would be most effective in reaching high school students. She was

responsible for sending press releases to available high school media.

High School Print Media Contacts: The contacts were held responsible for the writing, printing, and

mass display of materials throughout the school.

High School Broadcast Media Contacts: Known as the schools announcement anchor, the broadcast

specialist utilized Olentangy’s daily video news system, known as the Tangy Today. This position was

responsible for displaying appropriate educational videos during the awareness week.

High School Outdoor Media Contacts: This committee was in charge of selecting outdoor media that

would be effective, yet safe to those driving on the road. These contacts were in charge of displaying a

selected phrase to put on the school’s marquee board before the week of homecoming, as well as

presenting road signs on the grounds of the high school.

Graphic Design Specialist: The design consultant provided his knowledge of graphic design, creating a

memorable visual theme to correlate with the campaign.

Community Mass Media Manager: Selected appropriate forms of advertisement in order to publicize

the “LOCK ‘EM UP” campaign.

Community Print Media Contacts: These connections were responsible for setting up the place and

time of converge with the Mass Media Manager.

Community Broadcast Media Contacts: These individuals were in charge of educating the public on

this campaign through local radio stations targeting teenagers, adults, and families. The broadcast media

committee was a particularly effective source of media, as it acted as a direct reminder to drivers

currently on the road.

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Online Advertising Specialist: This member was accountable for creating both a Facebook and Twitter

account. He asked community members to follow these online sites, as well as keep updated information

available. Statistics, reminders of upcoming events, and suggestions were all posted on these fan-based

websites. This specialist was also responsible for utilizing the site, Youtube, posting preliminary videos,

reflective videos, and the video correlating with the Act Out Loud organization.

B. Description of the campaign and documentation

In order to achieve a successful campaign, planning, organization, and implementation were all used

as essential components. Creating goals, assigning roles to group members, and following a detailed

calendar were necessary. The following comprises the special events and mass media used in the

“LOCK ‘EM UP” development:

Objectives:1. Determine statistics regarding the number of students and teachers who take part in texting while

driving, have gotten in accidents due to the matter, or know others who have.2. Identif the frequency and location students and faculty text and drive.

Over 400 students and the majority of teacher staff members were initially surveyed for preliminarydata. Students in both 11th and 12th grade were initially surveyed to get a better understanding of the mainreasons students partake in this action. Teachers were initially surveyed to determine if they text on the road,and also if they’re taking preventative measures to assure that their children aren’t texting on the road. Wewere able to share our alarming statistics with the student body and faculty members at the assembly.

Objectives:1. Understand student and parent opinions on the issue of texting while driving.2. Determine factors that would personally deter the student or parent from DWT.

Focus groups were particularly useful in determining their knowledge on current fines and bans oftexting and driving, sharing personal stories of their loved ones affected by the action, and finally concludingwhy texting and driving rates are so high in the Olentangy area.From the focus groups, we were able to gather specific tactics in lessening texting and driving rates.Students informed us that a higher power, being the law or their parents, would act as the primary reason forthem to stop texting behind the wheel. Following a higher authority, personal experiences would have an1effect on students’ texting and driving rates.

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Objectives:

b print pledge sign

.

____________

4’‘MIp.9.

Rings Key Chains

Objectives:1. To be recognized on a national level.2. Allow community members to pledge

against texting and driving.3. Provide daily reminders for those who

pledged to drive attentively.

Act Out Loud, also known as X THE TXT, issponsored by the National Youth Traffic Safety Month(NYTSM) organization. This program is structured toallow teen-led programs compete while spreading theword about safe driving habits (actoutloud.org). Thefirst 200 teams were awarded a tool kit, providingincentives for each pledge.

Each team is asked to inform the community ofnationwide statistics, address distracted driving, partnerwith a community leader, promote pledging along withNYTSM, and finally create an informative videodocumenting the progression and impact each projectmade in their district.

With the month of May being the deadliest seasonfor America’s youth, the Act Out Loud organizationhopes that with the pledges and community awareness,there will result in less deaths during prom season,graduation, and also the summer months.

The first nationwide webinar took place February11, 2011, and will continue on the 11th of each monthuntil videos are submitted April 11, 2011. Submittedvideos will be voted on May 16-22, awarding the videowith the most votes $10,000, and ten other projectsreceiving $5,000 with hopes that the money can furthersafe driving within the community.

1. Express the intent of our campaign and upcoming events for OHS students.2. Receive permission in regards to implementation of the project for the designated week of

February 7-11, 2011.

The public relations campaign managers met with the principal, Tom McDonnell, in order to inform himabout the goals of our campaign. With an open discussion, we were able to negotiate upcoming plans to reachthe student body. With Mr. McDonnell’s support and approval, he was more than willing to help us in anyway possible to ensure the success of the “LOCK ‘EM UP” campaign.

1 emporary ‘1 umper Stickers

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Objectives:1. Experience and understand the

dangers of texting while driving on aclosed course.

2. Visually and statistically prove thedifference between driving habits withand without the use of cell phones.

3. Gain support from the business sector forour campaign.

A series of courses and experiments wereput into place, comparing times and courseaccuracy of texting with driving and without.

Trial one depicted the time differencebetween driving a course without a phone, anddriving the same course while texting. Trialtwo demonstrated the effects of the reactiontime caused by texting while hydroplaning,loss of tire traction, and losing control of thevehicle.

We were privileged with the time donatedby the Mid-Ohio School to have hands onexperience of texting behind the wheel.Experiencing obstacles while driving without acell phone, compared to the reaction times andpotential destruction caused with the use of acell phone, we were able to understand andtake away the importance of attentive driving.

visual to associate ourcampaign with.

3. Create awarenessfor the cause.

Maneuvering through course while texting

Objectives:1. Inform OHS of

upcoming events takingplace Feb. 7th throughFeb. 11th

2. Form a catchy

Posters werestrategically displayedthroughout the schoolin areas of high traffic.

hung in cafeteriawalkway

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T

BuetinE isplayed near cafeteria entryway

Objectives:1. Act as a visual relating to the campaign.2. Provide school statistics and information

about the Act Out Loud organization.

This bulletin board was presented the previousweek to “LOCK ‘EM UP” awareness week,providing a calendar to the upcoming events theweek of Feb. 7- Feb. 11. Located in the hailleading to the school cafeteria, this board wasideally placed with highly concentrated studenttraffic rates.

Objectives:1. Provide a visual aid representing our campaign.2. Act as a constant reminder of the dangers of using your cell phone

on the road.Key chains thumb cuffs were given to DECA members reminding

them of the consequences to texting while driving. The thumb cuff keychains were chosen to represent a tangible representation to the“LOCK ‘EM UP” campaign.

;; j

Objectives:1. Publicize the National Youth Traffic Safety Month (NYTSM)

organization.2. Provide a school wide reminder.

With the “LOCK ‘EM UP” thumb cuffs being exclusive to DECAmembers, road ribbons were created and passed out to schoolmates. Theroad ribbons act as a reminder against distracted driving, and werepassed out with the hope that even after the awareness week a remindernot to text while drive would remain.

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1. Give parents facts about texting and driving inour community.

2. Educate adults on how often they resort to usingtheir cell phones while driving.

During the adult centered basketball information night,parents were given a cookie reminding them to protectthe ones they love by not texting and driving, but by alsosetting an example to their families. Cookies werehanded out to concerned parents, along with statisticsshowing how often adults text, and check their emails,while driving.

1. Involve and educate students on both our campaign andstatistics of those killed from texting and driving.

2. Portray how many students may have beeneffected from texting and driving in a single five-dayschool week.

Meijer generously sponsored tee shirts worn during the“LOCK ‘EM UP” awareness week The statistic, “Texting anddriving results in car crashes killing an average of eleven teens

__________

---

-- each day” (iths.org), was the basis of the tee shirts. Each day, aTee shirts worn by students during new set of eleven students (grades 9-12), were chosen toawareneSS” represent our Nation of those affected and killed. Essentially,on Monday our first eleven students would have been killedfrom texting and driving. By Tuesday 22 teens, Wednesday 33,Thursday 44, and by one single school week 55 teenagerswould have died from texting and driving.

All 55 students were asked to come forth at the assembly,visually depicting the casualties caused by texting and drivingover five days. The neon green color was chosen so thestudents would not only stand out in the hallways wearingthem, but the color was also associated with our campaign.Meijer sponsorship

Objectives:

Objectives:

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In hopes of recreating the struggles of texting whiledriving at the Mid-Ohio Driving Course, a similar courseof cones was set up in an empty parking lot for students(with drivers licenses) to prove for themselves thedifference between maneuvering through a course withouttexting, and once again with. Each student was required tofirst go through the course without the use of a cell phone.The next trial they were told to keep the same speed as trialone, yet this time typing the phrase “I think I can text anddrive”. Phrases such as “I thini o ddrite!” were commonresponses.

Not only were the texts jumbled during trial two, but thespeed was also slowed, cones were hit, and eyes were notfocused on the road. The texting and driving gator courseallowed students to understand that the action is not safe,before practicing on the real road.

The Columbus Dispatch newspaper team and videocrew followed and enjoyed the event.

-1 1

..

Objectives:1. Provide a visual aid of the dangers

and consequences from textingbehind the wheel.

2. Depict a tangible real life crash.

The Delaware County Police provided awrecked car located in the front of the school’sentrance for all students and staff to view. The carwas wrecked in a texting and driving accident, andwas displayed throughout the duration of “LOCK‘EM UP” Awareness Week.

Crashed car donated by Delaware CountySheilfi’s Office

Objectives:1. Allow students to experience similar activities

simulated at the Mid-Ohio Driving Course.2. Provide students with the opportunity to compare

driving reaction times and skill with and without theuse of a cell phone.

Obstacle course on the gator

--

F,

Dispatch print and broadcast media crew I

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I

-____

Students playing Wii while texting

Objectives:1. Allow students to safely test the differences of

students texting and driving abilities.2. Demonstrate the effects of distracted driving,

simulating obstacles on the road.A car display was created in the cafeteria during all

lunch periods for students to demonstrate the dangersof texting and driving on the Wii. The driver holdingthe Wii controller was asked to complete the firstlevel without texting, acting as the control. The samedriver was then asked to complete the text “I think Ican text and drive” every lap throughout the durationof level two. Generally, the student placed wellduring level one, rarely falling off the course. Leveltwo generally consisted of students consistentlyfalling off the course placing fairly poorly.

This activity was a success to the student body, asthey were able to prove for themselves howdangerous texting and driving really can be.

4-

Parent targeted information night

Objectives:1. Provide statistics of adults and texting while

driving.2. Receive feedback from parents on the issue.

A basketball information night was held during ourawareness week in order to appeal to our secondarytarget market, adults in the community. Statistics werepresented to parents, proving that teens are not the onlyones guilty of texting while driving. Posters andbrochures were available to the parents, as we allowedthem to pledge not to text and drive, reminding them ofthe impact they can make on their children’s drivinghabits.

_________________

19

Assembly Speakers

Objectives:1. Allow students the opportunity to hear what

their peers feel about distracted driving.2. Provide nationwide statistics on the rising

trend.3. Demonstrate the differences between a

driver operating a vehicle with and withouttexting.

A student led assembly was given FridayFebruary 11, 2011, in hopes of creating betterdriving habits before the winter homecomingdance. The assembly began by asking studentswith a driver’s license to stand up if they havetexted while driving, gotten in an accident due totexting and driving, or if they have personallyknown someone who has. The student body wassurprised to see how many students who weredirectly effected by texting and driving.

We then proceeded by sharing our findingsfrom the preliminary surveys of both the studentbody and our teacher findings.

At one point, all fifty five students asked towear the “LOCK ‘EM UP” tee shirts were askedto come forth on the gym floor, depicting howmany teens in a school week would have beenkilled form texting and driving.

A contest in the gym with three identicalcourses was then put into action. Two randomstudent thumb pledges as well as one teacherwere selected to steer through the obstaclecourses. One student acted as the constant,maneuvering through the course without texting,and then the second student and teacher steeringthrough the course while texting the phrase, “Ithink I can text and drive”.

The student chosen that did not have to textwon with flying colors, and was given a bluetooth.

All 55 students wearing “LOCK ‘EM UP” tees

Obstacle CG.

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Objectives:1. Use the available and free school video announcements program to visually display statistics and

inform the school about upcoming events.

The Tangy Today was an essential tool in getting the message out about the “LOCK ‘EM UP” campaign toOlentangy students and parents.

Objectives:1. Provide a reminder to students, acting as a

reminder before the winter homecomingdance.

2. Utilize school advertising located on LewisCenter Road.

The school marquee board was a successful tool,acting as a daily reminder to students not to textbehind the wheel. As community members pass thisboard when entering and exiting the high school,we hoped that this form of advertising woulddirectly relate to drivers on the road.

Marquee board located at school entrance

I

Objectives:1. Provide a reminder to student drivers at OHS about the

dangers of texting and driving.2. Act as a reminder to current drivers on the road.

Road signs were created and placed on school grounds. Thesigns were designed to not only remind students of what theywere previously taught during “LOCK ‘EM UP” campaign, but toalso act as a reminder long after the campaign has beencompleted.

Objectives:1. Directly influence current drivers not to text while driving.

The public relations managers met with WNCI’s morning broadcasters Dave and Jimmy. The broadcasterswere able to make an announcement regarding the “LOCK ‘EM UP” campaign, stating findings in hopes ofreaching public drivers in the community.

21

Search

____

WCK ‘EM UP Don’t Text and Drive

Qoen. Group

Share: [3J Post J] Link ‘ Photo Video [vent D Dc

V/rite something...

Zach Anderson

t Hey just wanted to say you guys are doing a great thing by makirthe dangers of texting and driving.. .i hope you have success in yoas well because you sure are making an positive impact th this or

about neat sco Like Comment Subscribe

â Britton Troth dnd Lak.sh ja Arord like this

Facebook homepage

Objectives:1. Provide updates on upcoming events.2. Allow followers outside the Olentangy

community.3. Provide a place for feedback on our campaign.

A Facebook page was created in order to inform ourfollowers of upcoming activities. Videos previouslyposted on Youtube were also linked to our Facebookpage.

A Twitter account also allowed the project leadersto post statistics, findings, and reminders regardingour awareness week.

All three social networking sites were a great sourcein reaching the public, as well as receiving criticism.

C. Estimated impact on the target population

With an abundant amount of effort put forth in reaching the specific target markets, positive

feedback was received regarding the implementation of this campaign. With the preliminary survey

depicting three out of four students admitting to texting while driving, an aftermath survey was

necessary to assess the effectiveness. The follow up survey resulted in 63 % of students answering

that they were positively affected by the project, stating they cdo not want to text and drive, or will

continue not to text and drive”, and a mere 37% stated they were indifferently affected,

understanding that texting and driving is a dangerous action, yet they do not wish to choose a side on

the issue.

Not only was the campaign successful in reaching teenagers, but also the press significantly

aided in out goal to reach outside Olentangy High School. Local radio broadcasts were aired, and

news broadcasts were televised summarizing events conducted during the awareness week. Articles

were written on our efforts, as well as follow up articles and editorials.

Receiving the feedback from community members demonstrated the most impact made, as they

were made aware of the texting and driving campaign on behalf of the media. We received letters

22

and e-mails from community members, still reaping the effects of the dangerous accidents they were

involved in that were caused by texting and driving. Community members sent their applause,

supporting a ban throughout the area. Finally, the Board of Education made an arrangement for

March 16, 2011 for the campaign managers to share the findings, results, and actions continuing on

in lieu of the “LOCK ‘EM UP” project. . The community press made it possible to reach outside of

the Olentangy High School boundaries, informing many others of our passion to keep our

community safe.

V. EVALUATION AND RECOMMENDATIONS

A. Evaluation of the process

In order to evaluate the success of the campaign, a reassessment of the primary goals was necessary.

1. Educate specific target markets on the dangers and consequences of texting while driving.

+ Special events, advertising, and the media mix were all selected based upon the target audiences.

+ Statistics were provided for each target audience to ensure they were aware of the dangerous

consequences.

+ Presentations, including a school wide assembly and a meeting with the Board of Education were

useful in educating the student body, as well as educational community officials.

2. Involve the entire student body in an active approach to eliminate texting and driving.

+ Various activities were presented for students to test the difference between driving with texting,

and without.

+ A school wide assembly was held informing the study body of our findings.

+ The Act Out Loud pledge poster allowed us to draw teens in with the specialty items, but to

collect pledges from various class members as a school.

3. Partner with community members in order to gain support, diffusing awareness about the campaign.

23

+ Sponsorships were made through a local grocery store, Meijer, as they supported our cause.

+ The Delaware County Sheriff’s Office provided visual representations to affect the students.

+ Design specialists were able to aid in creating visual aids to correlate with the visual to “LOCK

‘EM UP”.

4. Persuade community members to rethink before texting and driving, keeping the community safe.

+ By setting an example to the community that we made the decision not to text and drive, we

hoped that this would in turn influence others to make that same decision.

+ Providing visual reminders to students will hopefully be reminiscent to them of the campaign.

The alarming statistics shared were presented with the hopes that each would make smart choices

while driving on the road.

B. Recommendations for future campaigns

The “LOCK ‘EM UP” campaign was successful in educating an abundant amount of teenagers,

adults, drivers, and upcoming drivers. A strenuous workload was needed from group members in order

to complete a Public Relations project to this extent. A set of suggestions was created for future

campaigns.

+ Formulate a calendar with specific dates, assigning deadlines for group members to follow.

+ Use all available resources.

+ Make all contacts in advance, including sponsorship contacts and possible guest speakers.

+ Always be willing to take in both positive and negative feedback.

The best advice in implementing such an immense campaign would be to have fun. Constantly

be reminded of the passion you have for the topic, with the reward of knowing you made a difference in

the lives of others.

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VI. BIBLIOGRAPHY

Resources: website

Devine, Joseph. TE)TING AND DRIVING STATISTICS. 2010. Web. 06 Feb. 2011.

<http://textinganddrivingstatistics.com!>.

“Cell Phone Driving Statistics Get Texting While Driving Statistics & Facts from Nationwide

Nationwide.com.” Nationwide Insurance - Auto Insurance Quotes and Car Insurance Rates.

Web. 15 Feb. 2011. <http ://www.nationwide.com/newsroomldwd-facts-figures.jsp>.

“Driving Distracted I Stats and Facts I Driving and Texting.” Distracted Driving I National Highway

Traffic Safety Administration I Disfraction.gov. Web. 8 Jan. 2011.

<http://www.distraction.gov/stats-and-facts/>.

“Insurance Institute for Highway Safety.” IIHS-HLDI: Crash Testing & Highway Safety. 2010. Web. 18

Dec. 2010. <http://www.iihs.org/>.

“Protector : About The Problem I Protector For Child Safety.” Protector: Home I Keep Family Safe In

A Mobile World. Web. 03 Mar. 2011.

<http ://protector.comJabout.htm1?gc1idCLqntbDNwacCFdO4Kgod-Qs1_Q>.

“Teens and Families Pledge Not to Text and Drive”, Allstate. Web. 18 Feb. 2011.

<http://www.allstate.comlauto-insurance/teen-text-pledge.aspx>.

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VII. APPENIMX

Preliminary Student SurveyAppendix A

What grade are you in? 11 12 Preliminary andGender: Male Female follow up

1. How long have you had your license? student surveys.Less than6 months dmonths-l year 1 year-l .5 years 2 years+

________________

2. Have you ever texted while driving?Yes No

3. On average how many times in a day do you read or type a text.while driving?

0 1—5 IH 6—10 fl 11—15 fl 16+

4. Where do you most frequently text and drive? (Rank, one being thehighest).Side streets Main Roads Highways —Stopsignsfredlights_

5. Have you or someone you know ever been in an accident due totexting while driving?

Yes No

6. Did your Driver’s Education classes educate you on the dangers oftexting while driving?

Yes No

7. Do your parents text and drive?Yes No

8. Do your parents warn you not to text and drive?Yes No

Texting and Driving Survey #2

The purpose of this survey 1550 conduct a follow up measure on the level of effectiveness for she “Lock’em Up” week

promotion conducted by Olentangy High School DECA.

1. Have you ever texted (sent or received a text) while driving?

yes No

2. Do you believe texting and driving is an action that it unsafe for all drivers and passengers of vehicles on the

road?

Yes No

3. After the completion of all the events during the “Lock’em Up” promotional week to discourage texting and

driving, were you affected in asy way?

Yes No

4. If you answered yes, how were you affected (check one box)?

Positively (I do not want to text and drive, or will continue to not text and drive)

Indifferent (I understand isis a dangerous action, but will not choose a side to take)

S. If you continue to text and drive, on average how many times per day to you text?

26

TEXTI NG 9 know a lot of my 17-year-old marketing stu-

‘ dent Joe DiFrancesco in theFROM RAGE BI friends have gotten passengee seat,baekingat

into accidents be- each driver to keep afootThe slogan for their cam- firmly on the gas pedal.

paign is “Lock ‘em up,” and cause of it!’ Gabo text and este wereDove said the group plans to the words Kenny McCammeetwith government offi- CANDACE DOVE bridge, 17, typed with one

dials to on texting while driving hand. T’ler Duffy, also 17,- To view a video lobby for a

_______________________

had friends repeating a newof the students, local ban - word when he inadvertentlyvisit Dispatch. on testing cle admitted that they’re typed blakytent.c in his messcorn/multimedia. while driv- guilty of textingwhile den- age.

lag. ing. Although students had funIt’s legal “At stoplights, not while — and that was the goal —

to text anti drive in Lewis I’m actually on the road Dove said she hoped theyCenter and some nearby driving,” said Green, who would think about whatareas, although Columbus, earned his license in Oclo- would have happened if theDelaware arid other munici- ber, “I can see it being a test drive yesterday hadpalitles have passed citywide problem for some.” been in cars and in txafflc.bana. Only one cone was hit - ‘1 think the majority of the

Most of the students who yesterday Still, Green said students today would haveattempted the course yester- the course was harder than gotten into an accident.day in the goif-cartlike vein- he expected, especiallywith cbistkIey@dispatcli.com

dL-

Texting, 6are’

-

set up by three students iaa marThECO.... ... . .. .. keting class tasked’with designing

- and executing a weeldongpubliclnonetextmessage, 16-year-old relations campaign. -

Adam Green made ass eloquent The Olentangy High studentsstatement about his ability to text settled on the topic of texting andand drIve: driving when a survey they con

“r thinl o ddrite!” ducted revealed that 75 percent ofThe phrase he-was aiming for students and teachers at the high -

yesterdaywas “I think I cad text schoo] send a text at least once aand drive,” but the nonsense day while driving.words were all tie c’oisld musier “We saw it asi bjg issue iii our -

while weaving aJohi Deere four- conimunity. I-kno’v alot of-mywheeinr through an obstacle frienda have gotten into accidentscourse behind Olentangy High because of it;” said CandaceSchool in Lewis Center. Dovç, an 18-year-old member of

Other tudedts athieved sinsi-- - the marketing group:larly st’rathbled results while- - - - .

trying to awiid the orange cohes See TEXTING Page B2 - ‘ - -

Exhibit C (right) Newspaper article

featured Thursday, February 10, 2011 in

the Olentangy This Week.

Students develop campaignagainst texting behind wheelBYBONIEB1JTCHER itsagoodidda.Especiilllybe- “Ibavepti-sonally avoided tax-This WeekCcsrnnwiffy Newspapers cause we knew students irtabe ting and driving ever since I got

school texsedwbile drititig”1sard - my license, my parents hsve alTesting on a cell phone while Olesick. - ways beenihreafening shout the

ddvingmightbetempting,butit’s The students conducted au subject, and Ihope all other par-dangerous and should be avoided, anonymous survey of the school’s ents’ are çioing the same.”say four OlentanrHigb School 520 student drivers and all the DiFrancescbid.seniors wholiavedevelopedapub- teachers and found a higif per- Activitiesinwhlchhighschootlie relatiods campaign aimed at centage of both,groups text*hlla - students will pasiclpase are tel..-stopping the hazardous haliit driving. - ‘mg a pledge to not text and drive

OHS studenlsloeDiFrsncesco, “After surveying Olentangy by psttisg their thumb jirinton aCandsceDbve, Hannah Olenick lighSchoot;weaIanainglyfoudd giant sign; playing aWn Marioand Kenny MhCambdde have over 75 percent of both studtnin Kant with a steering wheel whiletaken on th issue as their DECA snd teachers admitting to texting hying to text; driving 1st electhcpublic relations prqjedt. - wbiledriving,Thisdathsolidtfied dastwisletl74ngtotext and watch

Throughout the week ofFeh 7, our decision to raise awareness on ing a vidto of interviews and testthe DECA teanrposted anti-tea- the issue throughout our comniu drives during video announcetingeducationalliteealnrethrough- nity”saidDove. - menta during school, saidout tliahigh school and bald Sc- McCambridge - minced do DiFrancesco.- - -

tivities designed to show the ef- words,saying, “theliuge number Thebestoutcomeoftheircamfact texlsng has oh driving ability. of those who textanddriveisjust paign would be forpeqpleto stopThey also willgost signs in area unbehevable.Itisnot safe, andiu texungwhiledniting.tbastudpntsbusinesses. - - - is not smart,” - - said. ‘ -

‘tastyear,wewemi’tsure what DiFrsncesco, who joined the DECA,DistributiveEducationpinject to do, but someone sag- team after the project was decid- Clubs of-America, is an internsgested aprojectto discourage tea- td, did so because Of how much tional association ofstudents andtiiigahiledrivibg,andwethvught hebelihyed in the team’s goals. ftachers. -

Exhibit B (above) Newspaper articlefeatured Wednesday, February 9, 2011 inthe Columbus Dispatch.

27

ev Lorrie Cccii•

Texting awarenessOlentangy High School seniors and DECA members Hannah Olenick. Candaca Dove, Kenny McCambridge and Joe DiFrancesco

recently completed their public-relations project on the danger of texting and driving. The name of the project was Lock ‘Em

Up. As part of the activities, the DECA seniors asked other students to pledge not to text and drive.

- ‘a* -5’

-

, ./.

-

- -;TO TEXT PNU -

- .-‘ 0UOI-, - —

— I4 -

—i: •—

- *.

5- -

-c---

- -- -- -

Exhibit D Newspaper article featured Thursday,

February 17, 2011 in the Olentangy This Week.

DON’T TXT if UR driving. Savvy Olentangy High School students devised a campaign todrive home that message to classmates and teachers, most of whom say they’re guilty.

“We saw it as a big issue in our community. I know a lot of my friends have gotten into

accidents because of it,” said Candace Dove, i8.

She’s in the. marketing class that set up an orange-cone obstacle course behind the school,then invited drivers to steer a John Deere four-wheeler and message away.

“I think I can text and drive” came out as “I thinlo ddrite! ri for one student who participated

in last Tuesday’s test.

Some central Ohio communities have banned texting while driving, but it’s legal in LewisCenter and some nearby areas. The marketing group’s next effort is to lobby local officials to

change that.

VWD, which is text-talk for “very well done.’1

Exhibit E Newspaper editorial featured Tuesday,

February 15, 2011 in the Columbus Dispatch.

28

is

Exhibit F High School article written bySarah Montell, featured in the Beacon.

Calling their project “Lock Tm Up: Don’tText and Drive,” the group has already received a

___________________________________________

significant amount of attention from the schooland local community. Besides the t-shirts, the fourheld an assembly informing the students on thedangers of texting and driving, had students playMario Kart while texting during lunches, held aparent information night at a basketball ge andset up a simulation where students attempted toTexting and driving maneuver a John Deer Gator through a course

project aims for more while attempting to text (which was videotapedthan just trophy by the Columbus Dispatch and aired online).

However, one of the most memorableevents - according to DiFrancesco — was thewrecked car displayed to replicate theconsequencesresulting from texting and driving.

“The wrecked car outside of the school gotthe most attention,” DiFrancesco said. “A lot ofpeople noticed it and understood the dangers oftexting and driving because of it.”

Although the four hope their projectyances to DECA Nationals, their primary goal

to promote safety on the roadways“Many kids think [an accident caused by

] will never happen to them We hope tochange these viewpoints by raising awarenesswhich is more relatable to them and in turn stop1 1s from texung and driving overall,” Olenick

:istic a

niors Joend Kennyess on the da part oft]H Public

By Sarah Montell ‘11 tfl rWeeks ago, 11 Olentangytudents walked

the halls in neon green t-shirts displaying a sloganpromoting texting and driving awareness.

The shirts were more than a publicitystunt, however; as the week progressed, a different11 students wore the shirts —55 in total by Friday.

“On average 11 kids die a day fromtand driving,” senior DECA student HahiOlenick said. ‘We wanted to sh

( this in a way they would renown friends and c1assmates’llittle more real.”

Olenick, along wiDiFrancesco, Candace DoMcCambridge,’ spread awtexting and driving all y:_DECA project. Competingevent the four b timate goal with this project is toissue since the spring of 2010 and driving rates throughout the

‘We thought of the ideal mmunity With personal expenencessomeone suggested it during brain’ “

into accidents due to texting andOlenick said We knew it was an issue, bu ng, I knew this would be a perfect project forwasn’t until we did the surveys that we realized our high schoolhow many students — and teachers, for that matter Overall the group believes they ye done a— did it on a regular basis’ great job in informing the student body in an

Dove also agrees the survey results ñirt1r - effective waypushed them towards this topic ‘I think we re having a really positive impact with

“OUr surveys resulting in over 76 percent this project,” DiFrancesco said. “I hope the dangersof students [participate in] texting and driving of texting and driving continue to stick with theevery day solidified our decision,” Dove said. students and throughout the Olentangy

community’

‘ a similar overall objective for the

29

Exhibit H Letterof endorsementreceived fromretired Driver’sEducation teacherCriss Somerlot.

UA2/10/11 Qc.Joe, Candace, Hannah & Kenny,

My hots off to the four of you for such a great project

of the “No texting White Driving.”

As a retired Driver Education teacher and great teen

advocate for safe driving, I applaud your efforts and

judgment. Posting notices, bringing focus on the dangers of

texting while driving, etc. is vital.

During my 24 years as a Dr. Ed. teacher at Centerville

HS near Dayton, we worked closely with the Ohio “Saved by

the Belt” program. During this particular program, we had 33

Centerville students & staff “earn” this award which was

given to a driver involved in an accident while wearing their

seat belt and lived do to the judgment of a law enforcement

officer at the scene. My wife was one such recipient of this

award!

In your case, you won’t get the feedback of such

awards but trust me, you are saving lives and making a

difference. We all know what you are doing is working!

Keep up the great work! You are part of the solutionfl

Feel good about that.

CCriss

Exhibit G Onlinevideo correlating withColumbus Dispatcharticles featuredWednesday, February9, 2011.

2004 Olympic Staff

George WilliamsMen’s Head Coach

Charlie CraigMen’s Hod Manager

Vin LanannaMen’s Assistant Coach

Middle Distance

Bob LarsenMen’s Assistant Coach

Distance

Ralph LinclemanMen’s Assistant CoachJumps/Multi Events

Orin RichburgMen’s Assistant Coach

Sprints/Hurdles

Cries SornerlotMen’s Assistant Coach

ThrwsiMuiri Events

Brooks JohnsonNational Relay Coach

USA Track & FieldOne RADome,Sufte 140

Indianapolis, IN 46225317-261-0500

viww.usatforg

Sincerely,

Powell, Ohio

30