If you want to get the studied attention of most young drivers under 18, you have to address them in their own medium.
Translated, that means in their own vernacular, which is often studded with acronyms and buzz phrases widely known in texting. It means "messaging" them where they are, which is often sitting in front of movie screens with their friends or filling up their cars with gas at a local pump.
The U.S. Department of Transportation (DOT) is not at all uncertain that the way to decrease teen speeding, incidents of underage DUI and car accidents involving young drivers generally is to focus on and work hard toward reducing distracted driving.
The number one culprit among all distracted driving activities involving young motorists? Texting while behind the wheel, without a doubt, and that is precisely what the DOT is focusing on in a recently unveiled public service announcement (PSA) aimed at teen drivers.
The PSA, announced by the DOT this past Monday, is aptly entitled "OMG." Millions of teens are highly likely to see it from now until the end of the year, given that they will be a captive audience to its message in more than 6,500 movie theaters and at about 12,000 high-volume gas-pump screens across the country.
"We're reaching teens directly," says DOT Secretary Ray LaHood, "whether they're at the movies or filling up their tanks." LaHood says this driving population needs to be especially reminded of the importance of "keeping their eyes on the road, their hands on the wheel, and their focus on driving at all times."
Source: Talk Radio News Service, "DOT releases 'OMG' PSA against distracted driving" Nov. 28, 2011
