The Team

Austin Bible Davis Luna Samantha Wathen

 Problem statement:
Project Yellow Light wants to address why young new drivers use their phones
while driving. They want to prevent distracted driving among 15-16 year olds in
the United States through a creative and persuasive video or radio PSA.
 #TeenCrashes
Distracted Driving
Secondary Research
Teen(s) #DistractedDriving

What is
Credible online sources
social listening?
Phone Teenager(s)
Social listening tool,
Salesforce Social Studio
Text(ing)
Drowsy #ItCanWait
Critical Factors
Critical Factor 1: Naivety

⇨ Unaware of potential dangers

⇨ Bandwagon approach
○ “Everybody does it”
⇨ Excitement > Caution

“I think [texting]’s fine...and I wear

sunglasses, so the cops don’t see [my
eyes looking down].”
一high-school boy, Pew Research Center Study
Critical Factor 1: Social Studio Posts
 Critical Factor 2: Communication
⇨ Urge to constantly communicate
⇨ Pressure to respond immediately
⇨ Universal condition = Impatience

55%
of teens text & drive
to update parents

37%
of teens text & drive
to make plans
Critical Factor 2: Social Studio Posts
Critical Factor 3: Fear of Missing Out (FOMO)

⇨ “Always-on” lifestyle

34%
of teens take their eyes off the
road to see phone notifications

88%
of teens act on
these notifications

⇨ Texting, Snapchat, Instagram

⇨ Drowsy Driving
Critical Factor 3: Social Studio Posts
Alternatives
Alternative #1: Radio Spot, “Don’t Become Another Statistic”
Alternative #2: Video Spot, “Mom’s Not Proud”
Alternative #3: Video Spot, “You’re Missing Out”
 Recommendation: Pro/Con Analysis Key Insights

Alternative 1 Alternative 2 Alternative 3

Raises awareness Humor tends to Showcases severity

about severity of resonate well with of DD without
distracted driving teen audience preaching at them

Teens do not Humor may lead If teens notices the

respond well to teens to downplay light change, the
being preached at severity of DD message is ineffective

DD = Distracted Driving
THANK YOU.
Any Questions?