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Texting and Driving Epidemic: Changing Norms to Change Behavior.
| 题名： | Texting and Driving Epidemic: Changing Norms to Change Behavior. |
| 作者： | Atchley, P.; Geana, M. |
| 关键词： | Cell Phone Usage; Driver Behavior; Electronic Equipment; Hand Held Devices; Kansas; Marketing; Media Campaign; Risk; Social Media; Texting; Traffic Safety; Wireless Communication |
| 摘要： | This campaign was created to reduce texting and driving and to increase awareness of the serious risks involved with texting and driving. The target audience of the campaign is University of Kansas students. This plan proposes an Anti-Texting and Driving Week that implements guerilla marketing strategies with support from traditional and social media outlets prior to, throughout and after the main event. The campaign is designed to be exportable to other campuses in Kansas and nationwide. The objective of the campaign is to: (1) Increase awareness about the dangers of texting and driving. (2) For those who are not driving, to speak up to the driver. (3) Change the perception of the students to build a negative connotation of texting and driving. The campaign will utilize the captive audience of the campus environment to deliver messages to students in an unique way in order to create a stigma around texting and driving. The pervasiveness of cell phones and texting and driving provide a formidable challenge, as well as the opportunity to resonate with a larger audience. |
| 报告类型： | 科技报告 |
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