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2010 Parkview Hospital, Fort Wayne, Indiana

DONT TEXT & DRIVE


A TRAUMA PREVENTI ON CAMPAI GN
2010 Parkview Hospital, Fort Wayne, Indiana
As the practice of texting continues to become more common, texting while driving leads to increased
distraction behind the wheel. In 2006, Liberty Mutual Insurance Group conducted a survey with more than
900 teens from over 26 high schools nationwide. The results showed that 87 percent of students found
texting to be very or extremely distracting.
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A subsequent study by the American Automobile Association found that an alarming 46 percent of teens
admitted to being distracted behind the wheel due to texting. One example of distraction behind the wheel
was the 2008 Chatsworth, Ca., train collision, which killed 25 passengers. Upon closer investigation it
became known that the engineer of that train had sent 45 text messages while operating the train.
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A 2009 experiment with Car and Driver editor Eddie Alterman, which took place at a deserted air strip,
showed that texting while driving had a bigger negative impact on driver safety than being drunk. While
being legally drunk added 4 feet to Altermans stopping distance at 70 mph, reading an e-mail added
36 feet, and sending a text added 70 feet.
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Background
Today, text messaging is the most widely used mobile data service, with 74 percent of all mobile phone
users worldwide, or 2.4 billion out of 3.3 billion phone subscribers at the end of 2007, being active users
of the Short Message Service or text messaging. In countries such as Finland, Sweden and Norway, over 85
percent of the population use SMS. The European average is about 80 percent, and North America is rapidly
catching up with over 60 percent being active users of SMS by the end of 2008. The largest average usage
of the service by mobile phone subscribers is in the Philippines with an average of 27 texts sent per day by
subscriber. In Singapore the average is 12, and in South Korea it is 10.
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Text messaging was reported to have addictive tendencies by the Global Messaging Survey by Nokia in
2012 and was conrmed to be addictive by a study at the Catholic University of Leuven in Belgium in 2004.
Since then, a study at the University of Queensland in Australia found that text messaging is the most
addictive digital service available via mobile or Internet connections. The text reception habit introduces a
need to remain connected, called Reachability.
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Texting While Driving:
A Situation Analysis
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2010 Parkview Hospital, Fort Wayne, Indiana
Short message services are developing very rapidly throughout the world. In 2000, just 17 billion SMS
messages were sent; in 2001, the number was up to 250 billion, and by 2004, it was at 500 billion SMS
messages, which represents close to 100 text messages for every person in the world.
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In the United States, text messaging is very popular; as reported by CTIA, the average number of text
messages sent per subscriber per month was 188.
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In the United States, while texting is widely popular
among the ages of 13 22 years old, it is increasing among adults and business users as well. The age that
a child receives his/her rst cell phone has also decreased, making text messaging a very popular mode of
communication for all ages. According to both the Mobile Marketing Association and Pew Internet & American
Life Project Surveys, 80 percent of U.S. mobile phone users text. The split by age group is as follows: 13 27,
87 percent text; 15 37, 73 percent text; 28 39, 44 percent text; and 40 49, 18 percent text.
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Assessment /Research
On July 27, 2009, the Virginia Tech Transportation Institute released preliminary ndings of a study focused
on driver distraction in commercial vehicles. Several driving studies, comprised of long-haul trucks as well
as lighter vehicles driving 6 million combined miles, used video cameras to observe the drivers and the
road. Researchers observed 4,452 safety-critical events, including crashes, near crashes, crash relevant
conicts, and unintended lane deviations. Of the safety-critical events, 81 percent involved some type of
driver distraction. Text messaging had the greatest relative risk, with drivers of heavy vehicles or trucks being
more than 23 times more likely to experience a safety-critical event when texting. The study also found that
drivers typically take their eyes o the forward roadway for an average of 4 out of 6 seconds when texting,
and an average of 4.6 out of the six seconds surrounding safety-critical events. The study revealed that when
traveling at 55 mph, a driver texting for 6 seconds is looking at the phone for 4.6 seconds of that time and
travels the distance of a football eld without their eyes on the road. Among VTTIs conclusions from this
study: texting should be banned in moving vehicles for all drivers, and that all cell phone use should be
banned for newly licensed teen drivers. The results of the study are listed in the table below.
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Risk Increases of Cell Phone Tasks by Vehicle Type
Cell phone task Risk of crash or near event crash
Light vehicle dialing 2.8 times as high as non-distracted driving
Light vehicle talking/listening 1.3 times as high as non-distracted driving
Light vehicle reaching for object (i.e. electronic device) 1.4 times as high as non-distracted driving
Heavy vehicles/trucks dialing 5.9 times as high as non-distracted driving
Heavy vehicles/trucks talking/listening 1.0 times as high as non-distracted driving
Heavy vehicles/trucks use/reach for electronic device 6.7 times as high as non-distracted driving
Heavy vehicles/trucks text messaging 23.2 times as high as non-distracted driving
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2010 Parkview Hospital, Fort Wayne, Indiana
1. Teens Admit Text Messaging Most Distracting While Driving. Liberty Mutual Group.
July 19, 2007. Retrieved 2010-02-05. http://www.libertymutualgroup.com/omapps/
ContentServer?c=cms_asset&pagename=LMGroup%2FViews%2FlmgView98&cid=11383569
53222&kw=true
2. http://en.wikipedia.org/wiki/Text_messaging#cite_note-34.23cite_note-34
3. Texting And Driving Worse Than Drinking and Driving, CNBC, June 25, 2009
http://www.cnbc.com/id/31545004.
4. m-Prots, ISAN 978-0-470-84775-6, Tomi T Ahonen, John Wiley and Sons Ltd (27 Aug 2002)
5. Wireless Quick Facts from CTIA The Wireless Association.
http://www.ctia.org/consumer_info/service/index.cfm/AID/10323
6. In Study, Texting Lifts Crash Risk by Large Margin, The New York Times, July 27, 2009.
http://www.nytimes.com/2009/07/28/technology/28texting.html?_r=1
Resources
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2010 Parkview Hospital, Fort Wayne, Indiana
Individuals who drive while sending or reading text messages are 50 percent more likely to be involved
in a car crash than other drivers. Thats why Parkview Hospital, located in Fort Wayne, Ind., developed
Dont Text & Drive, a trauma prevention campaign to raise public awareness and help save lives.
The Parkview campaign targets young people and adults who send or read text messages while driving.
Recent studies have shown that reaction times for individuals who texted while driving were slower than
those of drunk drivers: they were less able to brake safely and more likely to crash. For young drivers
between the ages of 17 and 24 using a driving simulator, reaction times were slowed overall by 35 percent
while texting. In contrast, reaction times were reduced by only 12 percent at the legal alcohol limit.
In mid-February of 2009, Parkview Hospital launched the Dont Text and Drive campaign with a news
conference at a local shopping mall. Our intention was keeping the attention of teen drivers focused on
the road, rather than on their phones or other mobile devices. While the primary message was designed to
read as Dont Text & Drive, the graphics also presented a secondary message: Dont Text and Die. Together
these messages combine to identify the desired action and the very real dangers associated with non-
compliance.
For the news conference, the mall was adorned with window clings at mall entry points depicting
shattered glass and oor graphics in areas of heavy foot trac. Presenters included Mary O. Aaland, MD,
FACS, medical director for Parkview Hospital Trauma Services and the Surgical Trauma ICU, and several
Parkview sta. Because local initiatives that engage the community are most eective, Parkview included
representatives from the community who could address the issue. Allen County Coroner Jon Brandenberger,
MD, shared the tragic loss caused by distracted drivers that he has witnessed during his professional
career. Diveeta Thompson also spoke at the news conference and continues to participate in Dont Text &
Drive presentations at area high schools. Mrs. Thompson lost her son, Rodney, in a car crash because of
texting while driving.
At the news conference and at each school presentation, a pledge board is prepared so that attendees can
sign the pledge to refrain from texting while driving. The initial phase of the campaign also featured several
mass media components: print ads, billboards and public service announcements for television and radio.
Dont Text & Drive:
A Trauma Prevention Campaign
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Chronology of the Dont Text & Drive campaign.
Phase I: Introduction and Mass Media Eorts
News conference
Print advertisements
Billboards
Public service announcements for TV and radio
Micro Web site: www.donttextdrive.com
Phase II: Expanded Education Eorts
Presentations to area high school assemblies
Social media/Facebook
Local marquee campaign
Collateral materials and air fresheners
Phase III: Targeted Audiences
Indiana UniversityPurdue University Fort Wayne Campus Community
Sponsorship of local student in professional racing program

Retailing Opportunities
Availability of air fresheners
Apparel and other branded items

Community/Industry Response
Area employers promote campaign message to their workforce
American Advertising Federation
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2010 Parkview Hospital, Fort Wayne, Indiana
There has been an increase in public attention over the last few years regarding texting and driving.
Many campaigns across the United States have advocated that drivers avoid texting and driving.
Among the electronic media, Oprah Winfrey recently launched a campaign encouraging people to dub
their cars No Phone Zones (Oprah, 2010).
Parkview Trauma Centers mission is to improve the health of the communities it serves, and in
doing so it has been committed to trauma prevention for nearly 20 years. This commitment to trauma
prevention is shared by Parkview and the American Trauma Society (ATS).
The month of May is celebrated throughout our nation as Trauma Awareness Month. And this year,
the American Trauma Society has identied distracted driving as the focus. The ATS is strongly
committed to the goal of eradication of preventable injuries, and the Parkview Trauma Center would
like to contribute our experience toward this goal.
Healthcare organizations from other service areas have expressed interest in Parkviews Dont Text &
Drive campaign. Parkview is open to partnering with the ATS to oer components of the campaign to
supplement ATS injury prevention and education programs. Dont Text & Drive could be branded by
other organizations for implementation in their local communities. Your comments and feedback are
welcome.
Submitted by:
Mary O. Aaland, MD, FACS
Medical Director, Trauma Services and Surgical Trauma ICU, Parkview Hospital; and Trauma Surgeon,
Indiana Surgical Specialists
Lisa Hollister, RN
Trauma Program Manager, Parkview Hospital
Lori Hunt, BS
Trauma Prevention Specialist, Parkview Hospital
Parkview Trauma Center
2200 Randallia Drive Fort Wayne, IN 46805 (260) 373-3511
Expanding to National Audiences
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Phase I: Introduction and Mass Media Eorts
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Campaign Spokesperson
Diveeta Thompson is the spokesperson for Parkviews Dont Text and Drive campaign.
Diveeta lost her son, Rodney, in a car crash involving texting and driving. Diveeta
wants to tell her story and educate people on the dangers of this practice in the
hopes of saving others from the horrible loss and pain that she and her family have
experienced. Diveeta tirelessly travels the community and surrounding areas sharing
her story. Her sons story was recently featured on the The Oprah Winfrey Show.
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Mary Aaland, MD, FACS
As medical spokesperson for the campaign, Mary Aaland, MD, FACS, often does media
interviews on the topic of texting and driving. Dr. Aaland is Medical Director of Trauma
Services and the Surgical Trauma Intensive Care Unit at Parkview Adult Trauma Center
and the Parkview Pediatric Trauma Center.
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00h'T TEXT & 0 I E. 00h'T TEXT & 0 I E. 00h'T TEXT & 0 I E. R 00h'T TEXT & 0 I E.
kKE IT T0 ThE kLL kLIE.
Y0UR LIFE 0R k E33k0E.
#hkT'30REIP0RTkhT!
00h'T TEXT & 0 I E. 00h'T TEXT & 0 I E. 00h'T TEXT & 0 I E. R 00h'T TEXT & 0 I E.
Shopping
Mall Signage
& Window
Graphics
Non-traditional elements
play a key role in Parkviews
Dont Text & Drive campaign.
These door clings ensure that
no teenager enters the mall
without food for thought.
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Shopping Mall Floor Graphics
The campaign was taken straight to the turf of our teenage target audience: the mall. Floor graphics
combined with other non-traditional elements ensure the message does not go unnoticed.
00h'T TEXT & 0 I E. 00h'T TEXT & 0 I E. 00h'T TEXT & 0 I E. R 00h'T TEXT & 0 I E.
kKE IT T0 ThE kLL kLIE.
00h'T TEXT & 0 I E. 00h'T TEXT & 0 I E. 00h'T TEXT & 0 I E. R 00h'T TEXT & 0 I E.
Y0UR LIFE 0R k E33k0E.
#hkT'30REIP0RTkhT!
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Boyden & Youngblutt
ADVERTISING & MARKETING
MUSIC: (Light, gentle piano)

DIVEETA: Hi, you dont know me. But maybe you knew my son Rodney
Thompson II. Rodney was a senior at Homestead High School. He was a good
student, intelligent, warmhearted He had lots of friends. In fact, he was
receiving a text from one of them when the accident happened. It was October
17, 2008. Rodney was driving too fast and reaching for his phone when he
lost control of his car. His passenger survived, but Rodney didnt. (pause) The
thing is, Rodney was a responsible person a good driver. He knew he wasnt
supposed to text and drive. But on that day, he just forgot. I know I cant bring
my son back. But maybe, because of this message, I can help you to remember:
Please, dont text and drive. Turn off your cell phone, and keep your eyes on the
road. Do it for Rodney do it for your mom.
ANNCR: A message from the Parkview Trauma Center.
:60 Radio Dont Text & Drive
60-Second Radio
This 60-second radio PSA features the real-life mother of a local teen who
was killed in a texting and driving accident. The spot was also produced in a
30-second version for use on high school radio stations.
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30-Second TV
This 30-second TV PSA demands attention as the viewer sees
the driver nearing a head-on collision while texting.
Don t Text & Dr i ve
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Newspaper Ad
4 color / black & white
Print ads can be run in newspapers, magazines and high school publications.
00h'T
TEXT &
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#hkT'3 0RE IP0RTkhT -
Y0UR LIFE 0R k TEXT E33k0E!
Lives can be lost and families shattered in the time it takes to send
a text message. In fact, the risk of an accident increases by 50
percent while youre texting. Since 2000, Parkviews Level II Trauma
Center has been on the front lines helping people across our
region in life-threatening situations. Thats why were leading the
effort to get drivers to put down their cell phones. For everyones
sake, Parkviews taking a strong stand against texting and driving.
Will you stand with us?
00h'T
TEXT &
0 I E. R
#hkT'3 0RE IP0RTkhT -
Y0UR LIFE 0R k TEXT E33k0E!
Lives can be lost and families shattered in the time it takes to send
a text message. In fact, the risk of an accident increases by 50
percent while youre texting. Since 2000, Parkviews Level II Trauma
Center has been on the front lines helping people across our
region in life-threatening situations. Thats why were leading the
effort to get drivers to put down their cell phones. For everyones
sake, Parkviews taking a strong stand against texting and driving.
Will you stand with us?
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Outdoor Billboard
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Web Banners
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Donttextdrive.com
This single-page website is an online tool to help spread the word about the Dont Text & Drive
campaign. Visitors are encouraged to view the advertising materials, learn a few statistics
about texting and driving, and then forward the site to their friends.
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Phase II: Expanded Education Eorts
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Pledge Boards
Pledge boards are used at educational presentations to give students and teachers an opportu-
nity to make a public pledge to Dont Text & Drive. The pledge boards are then displayed at the
high school/organization after the event to remind everyone of their commitment.
L to R: Lori Hunt, Diveeta Thompson, Lisa Hollister, Ron Galaviz
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Facebook Page
12,036 fans as of April 6, 2010
When targeting teenagers, social media cannot be overlooked. This Facebook page caught
on quickly and now has more than 12,000 fans worldwide.
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Phase III: Targeted Audiences
Retailing Opportunities
Community/Industry Response
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Marquee Campaign
Parkview invited local schools and businesses to support the campaign by posting the Dont Text &
Drive message on their marquees. Many locations joined the ranks at no cost to Parkview.
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T-Shirts
T-shirts and other logo wear are sold at venues throughout the community and through Parkviews online store.
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Sweatshirts
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Sock Hat and Fitted Ballcap
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Lanyards and Key Chains
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Reusable Shopping Bag and Leather Duel Bag
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Window Clings/Posters
Window clings have been posted throughout our hospital network
and have also been oered free to the community. Several
businesses have joined Parkviews eorts and are displaying the
clings in their storefront windows.
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Air Freshener
This particular element of the campaign has been a huge hit. Several outside businesses and
organizations have sold and/or distributed these popular items. Air fresheners are widely
visible in cars throughout the region. The outside packaging can be changed to include
various logos for organizations who participate with the campaign.
An air freshener with the campaign
message serves as a reminder where it
is the most eective inside vehicles.
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Andrea Hans Race Car
Andrea Hans, a local high school senior who is racing in the Legends league and hopes to becomes
a Nascar driver, displays the Dont Text & Drive message on her car. She graciously helps promote
this message further by appearing at Dont Text & Drive events and displaying her race car.
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Educational Materials
Parkview has created panel cards, yers and newspaper supplements for distribution
throughout the community. The newspaper supplement is a joint educational project that
is done through the Newspaper In Education program at the Fort Wayne Newspapers. The
Dont Text & Drive message has also been incorporated into Parkviews Parent Teen Driving
Contract Seminar, hands-on driving classes and local driver education classes.
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Media Coverage
This campaign can and has generated many opportunities for media coverage in our
community. The media is very receptive to the Dont Text & Drive message because of
the increasing number of motor vehicle crashes and people aected by this dangerous
activity.
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Media Coverage
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Media Coverage
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Magnetic Signage for Vehicles
Other outside organizations like the City of Fort Wayne and Indiana UniversityPurdue
University Fort Wayne have put these magnetic signs on their vehicles as well.
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Indiana UniversityPurdue University Fort Wayne
Parkview also involved the local university in the campaign. A student honor society, Lambda
Pi Eta, took on the Dont Text and Drive message. They developed a plan to reach the Indiana
UniversityPurdue University Fort Wayne campus with the Dont Text & Drive message. The plan
included pre- and post-awareness surveys, letters to the editor, a poster blitz, a kick-o day/
media event and the use of social media. A video component is also planned.
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Indiana UniversityPurdue University Fort Wayne
The local Indiana UniversityPurdue University Fort Wayne community supports the Dont Text
& Drive message with signs throughout campus.
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State Police
Parkviews Trauma Center has teamed up with local law enforcement to help get the message out to the
community. The Indiana State Police, along with spokesperson Diveeta Thompson, travel to dierent areas
of town and surrounding communities to speak on the subject. The state police give their perspective
on the consequences of causing serious or fatal car crashes while texting and driving. The Indiana State
Police have taken their PowerPoint presentation all over the state of Indiana.
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Evans Toyota
A Toyota Scion serves as a focal point at special events for Parkviews Dont Text & Drive
campaign and a moving billboard throughout the region. The vehicle was donated by a local car
dealership, in support of the Dont Text & Drive message.
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Awards
The Dont Text & Drive campaign won three gold ADDY

awards from the American Advertising


Federation of Fort Wayne and three silver Sixth District ADDY

awards.
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Awards
Parkviews Dont Text & Drive campaign has won several awards at local and regional levels
for its trauma prevention eort.
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Storefront
MarkFore Sales, a local company that produces specialty items and logo wear, dedicates
retail space in its storefront to Parkviews Dont Text & Drive message.
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Trauma is no accident.
American Trauma Society
Any program which raises injury awareness,
increases knowledge and changes attitudes should make a positive
contribution to the war against trauma.
Ann McGinley, Royal London Hospital
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