Comms 235 PR

Group Campaign
Brett Lee
Jill Hunsaker
Valeria Chao
Drew Thomas
BYUSA Safe Driving Campaign
1. Background
OVERVIEW
We are asked to create a communications effort to motivate BYU students to consciously drive
safer. We want these conscious efforts to eventually turn into life-long habits that will stay with
the drivers.
To gain more background information on our campaign for safe driving we were each
assigned a specific area to research. We then got back together and found that the most effective
sources of information came from Utahs Zero Fatalities, the Utah Department of
Transportation and AAA.
Through these sources we were able to gain a better background understanding of unsafe
driving.
ENVIRONMENT
The current environment of unsafe driving is very puzzling. There are many different
factors that play into it and make it a very complex issue.
From our research we were able to recognize that people understand the importance of
safe driving but do not always apply what they understand. Many times people see accidents and
messages, which should push them to drive safer, but these messages do not often stick with the
drivers.
Although Utah drivers may not acknowledge the issue with unsafe driving, the
government does recognize the problem. Utah has made several different campaigns to
acknowledge the necessity of safe driving. From campaigns such as Click It or Ticket, Sleep
Smart, Drive Smart, and Heads Up, it is apparent that the Utah Government wants to express
the importance of safe driving.
We were able to find many different external pressures that cause unsafe driving. Texting,
drowsy driving, time of day and weather are only a few that Zero Fatalities lists as external
pressures.
The most interesting part of our research was the fact that most fatal accidents occur
when you would least expect it. From a Zero Fatalities report in 2011, 60% of fatal accidents
occurred during the daytime, and 62% of fatal accidents occurred during clear weather
conditions. From this we came to the conclusion that drivers are more aware during the night and
during poor weather. We found that clear weather and daytime driving can give drivers a false
sense of security which can lead to less aware driving.
THE INDUSTRY
-HISTORY

After gathering information on unsafe driving we were able to conclude that the efforts of
Utah have made a difference but there is still room to improve. From each of the sources we
were able to attain a better grasp on the history of the issue.
According to Zero Fatalities 31% of fatalities in 2010 were due to improper restraints.
60% of those killed in car accidents were males. 35% of the 235 fatalities in 2010 were between
the ages of 20-39.
UDOT reported 47,759 crashes, which resulted in 23,170 injuries in 2010. In the past
year (November 2010 October 2011) the most fatalities occurred between June and September.
Within the last five years there has been an average of 40 auto-pedestrian accidents in
Utah. From 2000-2009 there were 50 pedestrians killed in accidents within a 60-mile radius of
Provo.
Dry road conditions are another factor that play into car accidents. Many believe that
most accidents would occur during wet road conditions and bad weather. Studies from 2010
show that 71% of accidents occur on dry road conditions.
-TRENDS
The trend of unsafe driving is declining but is still in need for improvement.
According to Zero Fatalities the number of fatalities each year has been dropping since 2007.
UDOT has reported that the current number of fatalities in 2011 is 170. If that number
keeps its pace then Utah will continue lowering the number of fatalities in an accident per year.
UDOT also noted a trend that Independence Day is the holiday with the most fatalities
from car accidents. The fact that this holiday is in the summer and beats out all the winter
holidays proves our insight that people feel too comfortable during the summer.
Through the Utah Department of Public Safety, one is able to see the efforts being made
to increase safe driving. There are many different campaigns that are in effect to raise awareness
of the need to drive safe. There are also laws in Utah that are being passed which are directed
towards negligent driving such as not wearing a seat belt and texting while driving.
Cell phones also create fatal accidents. You are five times more likely to get in an
accident when using your phone then not. They create a very significant distraction to drivers.
Driving while fatigued is another problem that causes many accidents and fatalities in
Utah. In 2010 four percent of the fatalities in car accidents were due to drowsy driving. It is a
current problem, especially with college age students.
In 2004, Utah crash statistics show that there were 1,374 crashes caused by fatigued
drivers, resulting in 563 injuries and 32 deaths. Many students are only getting six hours of sleep
per night but adults need seven to nine hours on average. According to AAA, fatigued drivers kill
almost 1,500 people and cause $12.5 billion in damages each year. Drowsy drivers are almost as
dangerous as drunk drivers.
REGULATIONS
Many regulations have been placed to encourage safe driving. In 2009 texting while
driving was prohibited in Utah. There are currently 34 states that have banned texting while
driving. If a driver is caught texting and driving he or she can face up to three months in jail and
$75 in fines. If the accident causes an injury or death, the police can subpoena the drivers phone
records to track the phones activity during the accident. If the person who caused the accident
was texting he or she has committed a felony and can face 15 years in prison and can be fined
$10,000.
THE CLIENT

Our client is BYUSA. It is a student-run organization on campus. Its mission is to engage

students in opportunities which cultivate a sense of belonging, refined skills and talents, divinecentered leadership, meaningful contributions, commitment to future service and a spirit of
honor. There are 38 officers in BYUSA and any student can participate in BYUSA. It is a wellknown and well-respected organization in the BYU community.
ISSUE
The issue we are facing is that the Salt Lake City area is the sixth most dangerous in
which to drive. There are many factors that create the issue such as distractions, drowsy driving
and weather conditions.
PROMOTIONS
There have been many different campaigns to increase better driving in Utah. Heads
Up was a campaign against texting and driving. Click it or Ticket is also a very well known
campaign to promote the use of seatbelts.
Dozing and Driving was the most recent campaign organized by BYU in 1998. It was
an effort to motivate students to not drive while fatigued. BYU also expanded Thanksgiving
break to give students an extra day to travel home for the holiday.
RESOURCES
There are many resources we have at our disposal being BYU students. We have
BYUSAs website, the Daily Universe and BYU programming to increase the reach of our
campaign.
Other resources outside of BYU would be The Daily Herald, The Deseret News and local
radio stations.
SWOT
Strengths
Weaknesses
Not for profit so more people will listen
Messages are redundant
Change will benefit everyone,
Messages are obvious
especially our key publics
Clutter from other safe driving
Includes everyone as well
campaigns
Opportunities
Threats
Campaign for safe driving targeting
Hard to break these dangerous habits
BYU directly so students and staff are
that BYU drivers may already have
more inclined to pay attention
gained
Last BYU campaign for safe driving
Easy to ignore because there are so
was 1998, so the idea feels fresher
many campaigns encouraging safe
driving
PUBLIC PROFILES
- Out-of-state students
o Most students who are out of state are from Nevada, California, Idaho and
Arizona. They miss their families a lot and want to travel home during the
holidays. Many students who are from outside of Utah drive home. Their age
averages from 18 to 25 years old and the majority are LDS.
- Driving students who live off campus
o There are students who live in off campus housing. This distance is usually far
enough where students need some sort of transportation to get to school. Some
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drive and others use some other sort of transportation. The students who live off
campus are on average between 20 to 25 years old. They are mostly all LDS.
Pedestrian students who live on campus
o These are the students who live close enough to walk to classes. Most walk and
there are some that drive. They are typically freshman, from the age of 18-19. The
majority of the students who live on campus are LDS.
BYU staff and employees
o Most of the BYU staff commutes to work each day. Some staff are students but
the majority are professors and administrators. The age range is of all ages. They
are mostly all LDS. The majority of BYU staff live far enough to drive to work.
Sports fans
o Sports fans are those who go to BYU athletics events. Most drive to the events.
This public has a wide variety of ages as well. They are mostly LDS.

CONCLUSION
Through these categories we are able to better understand the issue of unsafe driving in
our community. This information is what helped us determine our situation analysis and our core
problem. With this information we were also able to determine our goal, objectives, key publics
and the messages we want to send to those publics.
2. Situation Analysis
a. The BYU community has had a history of bad driving habits. In Utah, fatalities
resulting from distracted driving, improper restraint, speeding, DUI, fatigue and
pedestrians crossing are especially high. The result is a failure of safe driving
awareness and habits that need to be ingrained into peoples minds. Accidents are
more likely to occur during the daytime and on dry roads. People within the ages
of 20 to 39 are involved in 1/3 of accidents. Summer holidays have the highest
rate of accidents and fatalities. Salt Lake and Utah counties have the highest
fatality rate in the state, 24% in Salt Lake County and 13% in Utah County. Zero
Fatalities research shows that traffic fatalities are down 37 percent in 2010 from
the year 2000. However, fatalities are still too high to ignore this problem. From
2000 to 2009, there were over 50 pedestrian fatalities caused by automobiles
within a 60-mile radius of Provo. Also, Provo averages 40 auto-pedestrian related
accidents per year. In Utah, 26 percent of adult drivers text and drive daily.
Nationally, 73 percent of drivers talk on their phones while driving. With 2/3 of
BYU students not from Utah, many are in great danger rushing home for the
holidays and back, as they tend to forget about safe driving habits. BYUSA needs
to change this behavior to ensure the safety of the students attending BYU.
3. Core Problem/Opportunity
a. If publics dont become more aware and change unsafe driving habits, accidents
will continue to injure and kill too many people.
4. Goal and Objectives

a. Goal: To raise awareness and establish life-long safe driving habits within the
BYU community to prevent future accidents and deaths.
b. Objectives
i. Objective 1 Reduce number of auto-pedestrian accidents in Provo by 50
percent in one year, from 40 to 20.
ii. Objective 2 Increase the number of motorists wearing seat belts from 89
percent to 95 percent in one year.
iii. Objective 3 Increase the average hours of sleep per night for BYU
students from 6 to at least 7 in one year.
iv. Objective 4 Decrease the number of BYU student fatalities during the
Winter Holiday travels by 25% in one year.
v. Objective 5 Decrease the number of dry road condition fatalities from
71% to 60% in one year.
vi. Objective 6 Decrease the number of adults texting while driving from 26
percent to 15 percent in one year.
vii. Objective 7 - Decrease the number drivers talking on their cell phones
from 73% to 65% in one year.
Key Publics: (1) Out of Valley Students, (2) BYU Faculty and Staff, (3) Pedestrian students who
live on campus or within a mile, (4) Driving students who live farther than mile from
campus

- Key Public 1: Out of Valley Students:

1. Demographic/psychographic profile:
a. Demographics:
i. Students from Utah who live close enough to family
to visit frequently
ii. Students from states other than Utah that drive
home for winter holidays and summer road trips
iii. Mostly LDS men and women between the ages of
18 and 25
b. Psychographics
i. They tend to carpool more often than drivers that
stay in the Provo area in order to save money on
gas.
ii. They drive on roads with faster speed limits than
Provo streets, major roads like I-15 and other
freeways.
iii. They drive on roads with faster speed limits than
Provo streets, major roads like I-15 and other
freeways.
iv. They drive at night, on weekends, during the
summer, and winter holidays.
2. Motivating Self-Interests:
a. Drive to see family and friends
b. Drive to get out of Provo for a change
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3. Status of current relationship with Org. and issue:

a. They can cause accidents by being distracted by others in
the car.
b. They travel further distances, spending more time in the car
and making them more likely to be involved in car
accidents.
c. They tend to drive in bad weather especially when driving
home to see family during winter holidays.
4. Third Party influentials and other opinion leaders:
a. Peers
b. Friends
c. Family members (parents)
d. Religious Leaders
e. Academic leaders
f. Prominent BYU athletes and leaders
5. What objectives they will help you accomplish:
a. Objective 2: Increase the number of motorists wearing seat
belts from 89 percent to 95 percent in one year.
b. Objective 3: Increase the average hours of sleep per night
for BYU students from 6 to at least 7 in one year.
c. Objective 4: Decrease the number of BYU student fatalities
during the Winter Holiday travels by 25% in one year.
d. Objective 6: Decrease the number of adults texting while
driving from 26 percent to 15 percent in one year.
e. Objective 7: Decrease the number drivers talking on their
cell phones from 73% to 65% in one year.
6. Possible communication channels
a. Social Media
b. Print Media
c. On-campus Media
d. Transportation media
e. Events
-

Messages for Key Public 1: Out of Valley Students

o Objective 2: Increase the number of motorists wearing seat belts from 89 percent
to 95 percent in one year.
a. Primary Message: Keep yourself and your friends safe even
while driving in nice weather by requiring all your
passengers to wear their seatbelts.
b. Secondary Message: 31% of fatalities in 2010 were due to
improper restraint, 60% of fatal accidents occur during the
day, and 62% occur during clear weather.
Strategy: To encourage BYU students who travel outside of Provo to wear
seatbelt restraints as drivers and passengers through social media.

i. Tactic 1: Create a blog post for the campus blog that

encourages BYU drivers and passengers to wear

seatbelts at all times
ii. Tactic 2: Have recognizable BYU academic leaders or
athletes create a Youtube video that encourages
the use of seatbelts

iii. Tactic 3: Launch a social media campaign via Facebook

that emphasizes the importance of seatbelts
iv. Tactic 4: Send out email to students periodically to remind
them of safe driving habits including the use of a seatbelt,
not just during winter holidays
v. Tactic 5: Launch a Flickr or Youtube contest where people
can compete to make the most secure, complex seatbelt and
post their pictures or videos online to be judged
o Objective 3: Increase the average hours of sleep per night for BYU students from
6 to at least 7 in one year.
a. Primary Message: Stay alive on the road by getting enough
sleep in your bed.
b. Secondary Message: In 2004, Utah crash statistics show
that there were 1,374 crashes caused by fatigued drivers,
resulting in 563 injuries and 32 deaths. Many students are
only getting 6 hours of sleep per night but the average adult
needs on average 7-9. According to AAA, fatigued drivers
kill almost 1,500 people and cause $12.5 billion in damages
each year. Drowsy drivers are almost as dangerous as drunk
drivers.
Strategy: To encourage students to get more sleep every night in order to
reduce car accidents caused by drowsy driving through on-campus
events/media.
i. Tactic 1: Organize obstacle courses in Brigham Square and
have students navigate these courses while wearing drunk
goggles
ii. Tactic 2: Send out emails during midterms and finals
encouraging students to get enough sleep
iii. Tactic 3: Finals week schedule sheet that shows sleeping
times.
iv. Tactic 4: Have BYU academic and athletic leaders express
the importance of sleep by expressing how sleep helps
them while at school, games and also while driving through
a campus blog about safe driving
v. Tactic 5: Create a BYUSA blog for safe driving and write a
post about the importance of getting enough sleep.
o Objective 4: Decrease the number of BYU student fatalities during the Winter
Holiday travels by 25% in one year.
a. Primary Message: If you want to make it home to see your
family this holiday season, drive safe.

b. Secondary Message: Thanksgiving is reported as the most

dangerous winter holiday when it comes to car accidents.
38% of accidents happen in inclement weather.
Strategy: To encourage students to drive slowly and cautiously when
leaving town to visit family especially during the winter holidays due to
road conditions and the normal anxiousness to get home through oncampus media.
i. Tactic 1: Send out an email the week before Thanksgiving
to students reminding them to drive safely and encouraging
them to leave early and come back with plenty of time if
they can to lower the risk of accidents caused by
recklessness
ii. Tactic 2: Have BYUSA remind students to drive safe
through their Twitter and Facebook posts
iii. Tactic 3: Send a press release to the Daily Universe to
encourage the publication to write an article about the
dangers of holiday travel
iv. Tactic 4: Post weekly tips about driving safe in the winter
on Facebook page and Twitter.
v. Tactic 5: Place imitation road signs around campus that
have tips for driving safe in the winter
o Objective 6: Decrease the number of adults texting while driving from 26 percent
to 15 percent in one year.
a. Primary Message: Keep your eyes on the road, not on your
phone, so you can stay safe and keep your criminal record
clean.
b. Secondary Message: Because of the serious risks involved
when texting and driving, Utah has very specific laws about
the matter. If a driver is caught texting and driving can face
up to 3 months in jail and $75 in fines. If the accident
causes an injury or death, the police can subpoena the
drivers phone records to track the phones activity during
the accident. If the person who caused the accident was
texting they have committed a felony and can face 15 years
in prison and are fined $10,000.
Strategy: To discourage texting while driving among BYU students who
travel outside of Provo in an effort to reduce accidents caused by texting
through on-campus events/media.
i. Tactic 1: Create a Facebook page against texting and
driving
ii. Tactic 2: Have a cell phone treasure hunt (clues get sent to
cell phones) where the clues relate to the risks of texting
while driving
iii. Tactic 3: Post messages around campus that give drivers
ideas of other things to do while driving that are much less
distracting (books on tape, etc)

iv. Tactic 4: Have an awareness meeting about the dangers of

texting and driving. Provide collateral materials like
stickers to place on steering wheels or somewhere visible in
their car that remind them to not text while driving
v. Tactic 5: Have the university send Email to parents urging
them to remind their children of the risks of driving and
texting.
o Objective 7: Decrease the number drivers talking on their cell phones from 73%
to 65% in one year.
a. Primary Message: Stay off the phone while youre driving
for the safety of yourself and others.
b. Secondary Message: Nationally, 73 percent of drivers talk
on their phones while driving, distracting them enough to
contribute to the 47,759 crashes that occurred in 2010 alone
in Utah.
Strategy: To discourage students from talking on the phone while driving
through on-campus media.
i. Tactic 1: Create a brochure that outlines the dangers and
risks of driving while talking on the phone.
ii. Tactic 2: Broadcast a radio PSA on BYU radio that advises
drivers to refrain from making phone calls while driving.
iii. Tactic 3: Place fliers in the windshield wipers of cars
reminding them to refrain from talking on the phone while
driving.
iv. Tactic 4: Write a press release about the risks of driving
while talking on the phone and send it to the Daily
Universe
v. Tactic 5: Send out an Email to parents of BYU students
asking them to check with their students while on the phone
with them to make sure they are not driving during the
conversation

- Key Public 2: BYU Faculty and Staff

1. Demographic/psychographic profile:
a. Demographics:
i. Professors at BYU
ii. Men and Women
iii. Most reside in Utah
iv. Majority drive to BYU
b. Psychographics:
v. They drive to BYU when they have classes
vi. Some professors have to commute everyday to get
to campus.

vii. Most professors drive in the morning. This can

cause stress and irritation.
viii. The drive to work can also cause stress. Factors that
play more into the stress can be traffic flow, being
late to work and work stress.
2. Motivating Self-Interests:
a. Drive to BYU for work and pay.
b. Drive to teach classes
3. Status of current relationship with Org. and issue:
a. They can be part of accidents involving pedestrians
b. They can be victims of sleep deprivation
c. They commute in the morning and usually in the evening.
This means they drive in all conditions of weather and road
conditions.
4. Third Party influentials and other opinion leaders:
a. Co-Workers at BYU
b. Department Heads
c. Religious Leaders
d. President Samuelson
e. Friends and Family
5. What objectives they will help you accomplish:
a. Objective 1: Reduce number of auto-pedestrian accidents in
Provo by 50 percent in one year, from 40 to 20.
b. Objective 2: Increase the number of motorists wearing seat
belts from 89 percent to 95 percent in one year.
c. Objective 5: Decrease the number of dry road condition
fatalities from 71% to 60% in one year.
d. Objective 6: Decrease the number of adults texting while
driving from 26 percent to 15 percent in one year.
e. Objective 7: Decrease the number drivers talking on their
cell phones from 73% to 65% in one year.
6. Possible communication channels
a. Radio
b. Billboards
c. On campus media
d. Print media
e. Opinion leaders
Messages for Key Public 2: BYU Faculty and Staff
o Objective 1: Reduce number of auto-pedestrian accidents in Provo by 50 percent
in one year, from 40 to 20.
a. Primary Message: Watch out for pedestrians while driving
to work, especially on BYU campus.
b. Secondary Message: In 2010, pedestrians resulted in 9% of
auto-accident fatalities.
Strategy: To encourage BYU staff and employees to make conscious
efforts to look out for pedestrians through departmental media.

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i.
ii.

Tactic 1: Email from Department President

Tactic 2: Information posters on department bulletin
boards.
iii.
Tactic 3: Commercials running in department
televisions.
iv. Tactic 4: Newspaper press release Daily Universe
v. Tactic 5: Article in department newsletters
o Objective 2: Increase the number of motorists wearing seat belts from 89 percent
to 95 percent in one year.
a. Primary Message: Wear your seatbelt when driving to and
from work.
b. Secondary Message: 32% of automobile accident fatalities
were due to improper restraint.
Strategy: To motivate BYU staff and employees to wear their seatbelt
through opinion leaders.
i. Tactic 1: Letter from President Samuelson
ii. Tactic 2: Email from General Authorities
iii. Tactic 3: Conference with Department Presidents
iv. Tactic 4: Email from Provo City mayor
v. Tactic 5: Email from Utah Governor
o Objective 5: Decrease the number of dry road condition fatalities from 71% to
60% in one year.
a. Primary Message: You are not as safe as you think you are
while driving to work in good weather.
b. Secondary Message: 71% of accident fatalities occur on dry
road conditions.
Strategy: Motivate BYU staff and employees to drive safely during all
types of road conditions through departmental media.
i. Tactic 1: PSA on BYU radio
ii. Tactic 2: Posters on department bulletins
iii. Tactic 3: Press release giving information of dangers during
dry road conditions to Daily Universe
iv. Tactic 4: Commercial on department television
v. Tactic 5: Email from department president.
o Objective 6: Decrease the number of adults texting while driving from 26 percent
to 15 percent in one year.
a. Primary Message: Young adults are not the only ones who
fall victim to texting and driving.
b. Secondary Message: You are 5 times more likely to get in
an accident while driving and using a cell phone.
Strategy: Motivate BYU staff and employees to refrain from texting while
driving through departmental media.
i. Tactic 1: PSA on BYU radio
ii. Tactic 2: Posters on department bulletin boards
iii. Tactic 3: Email from Department president
iv. Tactic 4: Commercial on department televisions
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v. Tactic 5: Press release to Daily Universe on the dangers of

using a phone while driving.
o Objective 7: Decrease the number drivers talking on their cell phones from 73%
to 65% in one year.
a. Primary Message: Talking on your cell phone takes the
focus off driving no matter how important the call and can
put you in danger when driving to work.
b. Secondary Message: You are five times more likely to get
in an accident while using a cell phone.
Strategy: Motivate BYU staff and employees to refrain from talking on the
phone while driving through on-campus media.
i.
Tactic 1: Posters in conference rooms reminding staff to
not talk on their cell phones while driving.
ii.
Tactic 2: Posters on department bulletin boards
iii.
Tactic 3: Email from department president
iv. Tactic 4: Press release on the importance of avoiding
distractions while driving to Daily Universe
v. Tactic 5: PSA on BYU radio

- Key Public 3: Pedestrian students who live on campus or within mile

1. Demographic/psychographic profile:
a. Demographics:
i.
Students between the ages of 18-25
ii.
BYU freshman (on campus)
iii.
Sophomores, juniors, seniors (1/2 mile radius)
iv. Men and Women
v. Mostly LDS religion
b. Psychographics:
i.
Students walking to and from school
ii.
Students crossing the road when it is dark outside
iii.
They are always in a rush to get to school or go
home
iv. They think that cars will automatically stop for
them since they are pedestrians
v. They dont look before crossing.
2. Motivating Self-Interests:
a. Getting to school on time
b. Getting home
c. They are in a hurry to be somewhere
d. Friends
e. Social life
3. Status of current relationship with Org. and issue:
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a. Within a 60 mile radius of Provo, between 2000-2009, over

50 pedestrian deaths
b. Average 40 auto-pedestrian accidents within the last 5 years
4. Third Party influentials and other opinion leaders:
a. Peers
b. Friends
c. Teachers
d. Family members (parents)
e. Celebrities
f. Religious Leaders
5. What objectives they will help you accomplish:
a. Objective 1: Reduce number of auto-pedestrian accidents in
Provo by 50 percent in one year, from 40 to 20.
b. Objective 2: Increase the number of motorists wearing seat
belts from 89 percent to 95 percent in one year.
c. Objective 3: Increase the average hours of sleep per night
for BYU students from 6 to at least 7 in one year.
6. Possible communication channels
a. Social media
b. Opinion leaders
c. Events
d. Print media
e. Where they live
f. Routes they take
g. Dining hall
-

Messages for Key Public 3: Pedestrian students who live on campus or within mile
o Objective 1: Reduce number of auto-pedestrian accidents in Provo by 50 percent
in one year, from 40 to 20.
a. Primary Message: Look both ways before crossing the street
to prevent being hit by a car, as drivers will tend to not see
you and fail to yield at crosswalks.
b. Secondary Message:
1. A 28-year-old Provo woman was walking in the
crosswalk with a friend between 500 East and 600
East near the Bell Tower on North Campus Drive
about 8 p.m. Witnesses say the driver of a westbound
vehicle had a green light on North Campus Drive,
but police say he was momentarily distracted and
didn't see the two women.
2. A female BYU student hit a 19-year-old male
longboarder when she made a left turn into a parking
lot. She did not see him approaching and he was
wearing dark clothing.

13

3. Remember those rules you learned in grade school

about looking left and right before crossing the
street.
4. On July 6, 2005, my two sons were walking home
and were only two blocks away from their house in a
school zone. They were crossing the street when a
careless driver hit and killed my 7 year old son.
Jordan Lee Morse, the driver admitted seeing the
kids crossing the street, but too distracted by
something he was doing, he didnt stop. He got off
with not even a ticket. This has devastated my
family, this is a senseless loss that could of been
avoided.
Strategy: To motivate students who live on campus or within a mile to
be cautious and responsible when crossing the street through the routes
they take.
ii. Tactic 1: Put up posters on the routes they take reminding
them the importance of looking both ways before crossing
the street.
iii. Tactic 2: Paint on the ground at each crosswalk that says
Look.
iv. Tactic 3: Pass out fliers at popular student routes reminding
them to look both ways before crossing the street.
v. Tactic 4: Chalk on the ground of the students routes statistics
of auto-pedestrian accidents and deaths.
vi. Tactic 5: Have bright orange flags at major crosswalks for
students to use while crossing the street.
o Objective 2: Increase the number of motorists wearing seat belts from 89 percent
to 95 percent in one year.
a. Primary Message: Follow the law and save your life in an
accident by buckling your seatbelt when you get into a car.
b. Secondary Message:
1. 89 people died of improper restraint in Utah in
2010
2. 19% of the fatalities due to improper restraint
were in Salt Lake County
3. 11% of fatalities due to improper restraint were in
Utah County
Strategy: To motivate students who live on campus or a mile away to
put their seatbelt on when they get into a car through opinion leaders.
i. Tactic 1: Have professors send out an email to each student
reminding them the importance of wearing a seat belt.
ii. Tactic 2: Tweet to have friends remind and check that all the
passengers in their car have seatbelts on before driving.

14

iii. Tactic 3: Have someone from Zero Fatalities come to

campus and give a presentation about the effects of not
wearing your seatbelt.
iv. Tactic 4: Email parents to remind their child to always
buckle up when getting into a moving vehicle.
v. Tactic 5: Encourage peers to share personal stories about
someone they knew who did not wear their seatbelt and got
injured in an accident on Facebook.
o Objective 3: Increase the average hours of sleep per night for BYU students from
6 to at least 7 in one year.
a. Primary Message: Do better in school, have more fun with
your friends, and be more aware of your surroundings by
getting at least 7 hours of sleep.
b. Secondary Message:
1. In 2004, Utah crash statistics show that there
were 1,374 crashes caused by fatigued drivers,
resulting in 563 injuries and 32 deaths.
2. Many students are only getting 6 hours of sleep
per night but the average adult needs on average
7-9.
3. According to AAA, fatigued drivers kill almost
1,500 people and cause $12.5 billion in damages
each year. Drowsy drivers are almost as
dangerous as drunk drivers.
Strategy: Encourage students who live on campus or a mile away to get
at least 7 hours of sleep per night through print media.
i. Tactic 1: Have an article published in the Daily Universe
about the benefits of having at least 7 hours of sleep a night,
such as better test scores, health, awareness and attitude.
ii. Tactic 2: Create a brochure that lists statistics and
testimonials on how having more sleep will improve your
life and make you more alert, which will help make you
more aware of your surroundings when crossing the street.
iii. Tactic 3: Put posters around campus that remind students to
get more sleep.
iv. Tactic 4: A banner at freshman orientation stressing the
importance of good sleeping habits.
v. Tactic 5: Hand out T-shirts that say I will sleep 7 hours
every night to help students commit to that goal.

- Key Public 4: Driving students who live farther than mile from
campus
1. Demographic/psychographic profile:

15

2.

3.

4.

5.

6.

a. Demographics:
i. Students between the ages of 18-30
ii. Men and Women
iii. 1/3 of BYU students are Utah residents
iv. Majority of public do not walk to campus
b. Psychographics:
i. These students usually have to drive to work, class,
or other obligations
ii. These students have to fight with rush hour traffic
and often attempt to multi-task while driving short
distances.
iii. Students that drive to campus become easily
irritated with pedestrians
iv. Students that drive to campus become easily
irritated with other drivers.
Motivating Self-Interests:
a. Make daily travel in car as efficient as possible.
b. These students want to get where they need to go without
any issue.
Status of current relationship with Org. and issue:
a. They are responsible for part of the auto-pedestrian accident
problem.
b. They are students and do not get enough sleep.
c. They travel heavily in normal day-to-day around town
traffic which primarily is good weather and road conditions.
d. They are part of the population that attempts to multi-task
and talk on the phone and text while driving.
Third Party influentials and other opinion leaders:
a. Religious leaders
b. Academic leaders
c. Local athletic standouts
d. Friends and Family
What objectives they will help you accomplish:
a. Objective 1: Reduce number of auto-pedestrian accidents in
Provo by 50 percent in one year, from 40 to 20.
b. Objective 2: Increase the number of motorists wearing seat
belts from 89 percent to 95 percent in one year.
c. Objective 3: Increase the average hours of sleep per night
for BYU students from 6 to at least 7 in one year.
d. Objective 5: Decrease the number of dry road condition
fatalities from 71% to 60% in one year.
e. Objective 6: Decrease the number of adults texting while
driving from 26 percent to 15 percent in one year.
f. Objective 7: Decrease the number drivers talking on their
cell phones from 73% to 65% in one year.
Possible communication channels

16

a.
b.
c.
d.
e.
-

Billboards
Internet
Individual colleges within the University
On-Campus media
Social Media

Messages for Key Public 4: Driving students who live farther than mile from campus
o Objective 1: Reduce number of auto-pedestrian accidents in Provo by 50 percent
in one year, from 40 to 20.
a. Primary Message: Beware of pedestrians in your day-today commute to campus to avoid hitting someone.
b. Secondary Message:
1. 40 auto-pedestrian accidents are reported every
year.
2. Pay attention to cross walks and remember that you
are driving in a college town with a lot of walkers.
Strategy: Motivate students who live farther than mile away from
campus to be cautious of pedestrians through the routes they take and their
driving surroundings.
i. Tactic 1: Post signs on busy roads around campus
indicating the amount of reported auto-pedestrian
accidents every year.
ii. Tactic 2: Post a sign in all of the Y Lots around
campus that encourage students to all be safe
drivers and to look out for pedestrians.
iii. Tactic 3: Hang banners at major intersections.
iv. Tactic 4: Place fliers on all front desks of BYUapproved housing apartments reminding drivers to
be safe.
v. Tactic 5: Park a car thats been in an accident in
Brigham Square that has facts about Provo
accidents written all over it.
o Objective 2: Increase the number of motorists wearing seat belts from 89 percent
to 95 percent in one year.
a. Primary Message: Wear your seatbelt, even if its a short
distance, because it could save your life.
b. Secondary Message:
1. 31% of fatalities in 2010 were due to improper
restraints.
Strategy: Motivate students who live farther than mile away from
campus to always wear a seatbelt through the use of the Internet.
i. Tactic 1: Send a BYU email out to those students
with the appropriate mailing address with the
simple reminder to wear your seatbelt.
ii. Tactic 2: Have BYUSA tweet that 31% of fatalities
in 2010 were due to improper restraint.

17

iii. Tactic 3: Have BYUSA mention seatbelts on

Facebook at least once a week.
iv. Tactic 4: Create a safe-driving website with simple
instructions on how to be a safer driver including
wearing a seatbelt.
v. Tactic 5: When registering for a Y parking pass,
have a reminder box pop up reminding drivers of
the nature of driving in Provo, and to always wear a
seatbelt.
o Objective 3: Increase the average hours of sleep per night for BYU students from
6 to at least 7 in one year.
a. Primary Message: Get 7-9 hours of sleep a night. It may be
the difference between a serious traffic accident and just
another normal day.
b. Secondary Message:
1. Staying awake for 20 hours is the equivalent of a
BAC of .08%
Strategy: Motivate students who live farther than mile away from
campus to make changes in their schedule to sleep for 7-9 hours a night
through the Internet.
i. Tactic 1: Create a website about safe driving that
includes the facts about driving without enough
sleep.
ii. Tactic 2: Have BYUSA tweet that being awake for
20 hours is the equivalent of a BAC of .08%.
iii. Tactic 3: Create a Facebook page so students can
commit to sleeping for 7-9 hours a night by liking
it on Facebook.
iv. Tactic 4: Ask Coach Rose and Mendenhall to send
an email out to all students reminding them of the
health benefits of getting a full nights rest.
v. Tactic 5: Place a reminder to students on MyMap
that they need to get 7-9 hours of sleep a night.
o Objective 5: Decrease the number of dry road condition fatalities from 71% to
60% in one year.
a. Primary Message: Driving in good weather gives you a
false sense of security.
b. Secondary Message:
1. In the past year the most fatalities occurred between
June and September.
Strategy: Motivate students who live farther than mile away from
campus to be cautious while driving in good weather through the Internet.
i. Tactic 1: Send an email out to all Spring/Summer
students and work-study students explaining that
most accidents occur in good weather.

18

ii. Tactic 2: Ask each Department head to send an

email out to each of their students reminding them
to be cautious while driving in the good weather.
iii. Tactic 3: Create a Facebook page so students can
commit to driving safely on summer road trips by
liking it on Facebook.
iv. Tactic 4: In August through September, post a
Safe-Driving warning on BYUs homepage.
v. Tactic 5: Send an email out to all Bishops and Stake
Presidents in the area encouraging them to reinforce
safe driving habits during summer ward and stake
activities.
o Objective 6: Decrease the number of adults texting while driving from 26 percent
to 15 percent in one year.
a. Primary Message: Dont text and drive. It will make you a
much safer driver.
b. Secondary Message:
1. Texting and driving is against the law and could
cost you serious money and hard jail time.
Strategy: Motivate students who live farther than mile away from
campus to not text and drive through print media.
i. Tactic 1: Write a story in the Daily Universe about
the dangers of texting and driving.
ii. Tactic 2: Hand out shirts to students who pledge to
not text and drive that say, Im a safe driver so you
can trust me.
iii. Tactic 3: Create a brochure with all of the facts and
information regarding the dangers of driving while
texting.
iv. Tactic 4: Send a letter to stake presidents so they
can distribute to local Bishops. Then they can read
it to their wards, discussing the dangers of texting
while driving.
v. Tactic 5: Hang posters by students mailboxes and
Laundromats warning students to not text and drive.
o Objective 7: Decrease the number drivers talking on their cell phones from 73%
to 65% in one year.
a. Primary Message: Dont talk on your cell phone and drive.
It will make you a much safer driver.
b. Secondary Message:
1. Using Hands-Free equipment greatly reduces the
chance of getting in an accident.

19

Strategy: Motivate students who live farther than mile away from
campus to not talk on their phone without hands-free equipment through
print media.
i. Tactic 1: Write a story in the Daily Universe about the
dangers of talking on your cell phone and driving.
ii. Tactic 2: Hand out shirts to students who pledge to not talk
on their cell phone and drive that say, Im a safe driver so
you can trust me.
iii. Tactic 3: Create a brochure with all of the facts and
information regarding the dangers of driving while talking
on your cell phone.
iv. Tactic 4: Send a letter to stake presidents so they can
distribute to local Bishops. Then they can read it to their
wards, discussing the dangers of talking on your phone
while driving.
v. Tactic 5: Hang posters at students mailboxes and
Laundromats to not talk on their phone while driving.

20

BYUSA - NEWS RELEASE

CONTACT: Brett Lee
360-831-3950
FOR IMMEDIATE RELEASE
Dec. 3, 2011
Texting while driving is both highly dangerous and regulated
PROVO, Utah Research has shown that 26 percent of drivers in Utah have developed the habit
of texting while driving every day.
Research also shows that a driver that texts while driving is in many ways more
distracted than one who chooses to drink and drive. Because of the potential for many dangers to
both the actual driver that chooses to text and to everyone else using the road, the state of Utah
has made it illegal for the driver of any car to text and drive.
If a driver is found to be texting and driving, they can face up to three months in jail and
receive a $75 fine. In the case of any traffic accident that results in a serious injury or death, the
police can subpoena the drivers phone records to track any texts that were made close to the
time of the accident. If it is proven that the driver was acting carelessly due to texting and driving
they are now guilty of a felony. The felon is then eligible for 15 years in prison and a $10,000
fine.
It is imperative that all drivers that have made it a habit to text and drive to refrain
immediately. The safety of countless Utah residents is at stake when drivers act carelessly.
BYUSA is hoping that with an increased sense of awareness and effort towards solving this

21

problem, that the Utah Valley community can decrease the amount of drivers that text from 26
percent to 15 percent in one year.
BYUSA has actively worked to serve and advise the BYU and Utah Valley community
since 1988.

On average, six pedestrians die a

year from auto related accidents
in Provo.

STOP
LOOK
and
22

LISTEN
Dont become a statistic. Look
both ways before crossing the
street.

23

BYUSA
Keeping BYU
Drivers and
Students Safe
Cell phones may not
cause literal
accidents like this
one, but they might
as well. Talking on
the phone while
driving is not illegal
in Utah yet but
there are plenty
more reasons why
BYU students should
put down the phone
while driving.

from Automobile
Accidents

Website: http://byusa.byu.edu
Office: 3400 Wilkinson Student
Center
Or email us at: byusa@byu.edu
Visit us online or in person for more
information on our current campaign
promoting safe driving habits.

Stay off the

phone while
youre driving
for the safety of
yourself and
others.

Talking on the Phone

Facts and Figures
Causes Car Accidents

about Car
Accidents in Utah
Nationally, 73% of drivers talk on
their phones while driving,
contributing to the figures below.

Think of a time when you were

driving behind someone making
unwise driving decisions. What
was the first thing you assumed
about the driver? Most of the time,
we mutter under our breath,
assuming that the driver is talking
on his or her phone. And as a
matter of fact, when you finally get
the chance to pass the driver, they
have their phone up to their ear,
carrying on an animated
conversation. We all complain
about driving here in Utah, whether
or not we are Utah residents. But
chances are, you are contributing
to the problem through your own
driving habits like talking on the
phone while driving.

35% of the 235 fatalities in Utah

in 2010 were between the ages of
20-39.
Within the last five years there has

Need some fresh ideas for less

distracting things to do on long
drives? Take a look at these.

Books on Tape

Invest in hands-free
equipment so you can talk
on the phone while keeping
your hands on the wheel

Create a driving playlist

on your portable music
device

Create a story using words

from road signs and

Radio PSA - Safe Driving Script

SFX: Birds chirping, Car doors open and close, car starts
Passenger (excited, happy): Man, its a great day, too bad we have to go to work.
Driver: Yeah, look, there isnt a cloud in the sky.
SFX: road noises, cars passing by
Passenger: How is your journal for the anatomy department coming along?
Driver (chuckles): Great, I just cant believe I have had to rewrite it so much.
Passenger: Yeah, but once its done at least you wont have to worry about Linda
breathing down your neck anymore.
Driver: Linda, Linda, Linda. She sure likes to pressure those under her.
Passenger: I am grateful I dont have to deal with her, she scares me.
Driver: All I know is
Passenger (alert, loud voice): WATCHOUT!
SFX: Car tires screeching, cars collide.
Announcer Voice Over: More than 60% of car accident fatalities occur during the
day on dry road conditions. These are times when drivers feel most safe and
comfortable. Remember, no matter what the weather is like outside, you are always
at risk to get in an accident.

BYUSA Email to Students

12/3/11
SUBJECT: Please buckle up
BODY:
Dear BYU Student:
BYUSAs purpose as an organization is two-fold. We are committed to serve students in
need of aid as well as advise them on situations that require extra attention. At this time, we are
very concerned with the large amount of motor vehicles accidents that involve BYU students.
Did you know that 31 percent of all motor vehicle fatalities in Utah last year were a result
of improper restraint? Almost 1/3 of fatalities from car accidents could have been prevented
easily.
We wish to stress the importance of seatbelts at this time to you as a BYU student.
Whether you are traveling short or long distances, we urge you to always wear a seatbelt and to
encourage others that you are traveling with to do so as well.
We thank you for your time, and wish that you will take our advice to make the decision
now to never travel in a car without proper restraint.
Thank you,
BYUSA

Good Driver
Skills:
-Dont Text
-Dont Talk on
your
Phone
-Get 8 Hours of
Sleep
-Look out for

Tactic 7: T-shirt Give-Away

We plan on giving away BYUSA safe driving t-shirts to students that sign a pledge to never talk on their phone while driving, to never
text while driving, to get 8 hours of sleep, and to always look out for pedestrians. We will have an information booth in the Wilkinson
Student Center with access to information material where students can talk to a BYUSA representative about safe driving. After
signing a pledge to drive safely, the students will receive a free t-shirt that categorizes them as a safe driver thus promoting this
behavior throughout the campus.

Dear Bishop,
During the holiday season there will be many of those from your ward traveling
home. We ask that each of you remind your ward members the importance of safe
driving. With so much going on during this time of year it is easy to rush and be
distracted.
Here are some reminders that will get your members home safely:
-

Always wear your seatbelt

Watch out for pedestrians
Do not text and drive
Do not talk on the cell phone while driving
Do not drive while fatigued

By remembering these few points your members will return home for a happy and
safe holiday.
Happy Holidays,
BYUSA

Evaluation Criteria and Tools

BYUSAs Safe Driving Campaign Evaluation Criteria and Tools
Objective 1
Criteria: A 50 percent decrease in auto-pedestrian accidents in Provo within one year.
Tool: Annual traffic statistics.
Objective 2
Criteria: A six percent increase in the wearing of seatbelts by BYU drivers within one
year.
Tool: BYUSA survey of BYU drivers one year after campaign launch.
Objective 3
Criteria: An hour increase in the average hours slept per night by BYU students within
one year.
Tool: BYUSA survey of BYU students one year after campaign launch.
Objective 4
Criteria: A 25 percent decrease in BYU fatalities during winter holiday travel within one
year.
Tool: Annual traffic statistics.
Objective 5
Criteria: An 11 percent decrease in dry road condition fatalities of BYU drivers within
one year.
Tool: Annual traffic statistics.
Objective 6
Criteria: An 11 percent decrease in texting while driving by BYU drivers within one year.
Tool: BYUSA survey of BYU drivers one year after campaign launch.
Objective 7
Criteria: An eight percent decrease in talking on the phone while driving by BYU drivers
within one year.
Tool: BYUSA survey of BYU drivers one year after campaign launch.

Works Cited

Brown, M. (2011, August 31). Provo Police worried about pedestrian safety. Universe.byu.edu.
Retrieved November 04, 2011, from http://universe.byu.edu/index.php/2011/08/31/provopolice-worried-about-pedestrian-safety.

Brown, M. (2011, September 21). Out-of-state students still responsible for in-state laws.
Universe.byu.edu. Retrieved December 04, 2011, from
http://universe.byu.edu/index.php/2011/09/21/driving-and-traffic-laws-of-utah.

Butterfield, A. (2009, July 02). Local News | ksl.com. Utah News, Sports, Weather and
Classifieds | Ksl.com. Retrieved December 05, 2011, from http://www.ksl.com/?nid=148.

Meager, W. (2011, June 02). Death toll for pedestrians rises in large metro cities due to unsafe
roads. Universe.byu.edu. Retrieved December 04, 2011, from
http://universe.byu.edu/index.php/2011/06/02/death-toll-for-pedestrians-rises-in-largemetro-cities-due-to-unsafe-roads.

No author. (n.d.). Sleep Smart Drive Smart. Retrieved December 04, 2011, from
http://sleepsmartdrivesmart.com/learnmore.php.

No author. (n.d.). Utah Department of Transportation. Retrieved December 04, 2011, from
http://www.udot.utah.gov/main.

No author. (2010, May 13). Texting while driving increasing in Utah, report says | Deseret News.
Salt Lake City and Utah Breaking News, Sports, Entertainment and News Headlines Deseret News. Retrieved December 05, 2011, from
http://www.deseretnews.com/article/700031779/Texting-while-driving-increasing-inUtah-report-says.html.

No author. (2010). Zero Fatalities, a Goal We Can All Live. Retrieved December 04, 2011, from
http://ut.zerofatalities.com/dld/statistics/2010_Statistics.pdf.

No author. (2011, November 04). The Importance of Getting Enough Sleep. BYU School Health.
Retrieved December 05, 2011, from http://www.byuschoolhealth.com/the-importance-ofgetting-enough-sleep.

Plan now to avoid heavy traffic for Friday's football game, UDOT says. (n.d.). BYU News.
Retrieved December 04, 2011, from http://news.byu.edu/archive11-sep-fridays.aspx.