WASHINGTON -- National Highway Traffic Safety Administration (NHTSA) Using Billboards to Fight Texting While Driving
The Ad Council launched a national public service campaign about the dangers of texting while driving, sponsored by the National Highway Traffic Safety Administration (NHTSA) and the State Attorneys General.
The multi-media campaign includes TV, radio, outdoor advertising, and online banner ads. One fourth of the overall production budget was allocated for out-of-home media, and nearly 800 billboards have been ordered.
"The outdoor advertising industry is thrilled to be supporting the new Anti-Texting While Driving campaign," said Nancy Fletcher, President & CEO, the Outdoor Advertising Association of America (OAAA). "Texting while behind the wheel is a major threat to traffic safety - not only for those committing the act, but also for drivers sharing the road."
More than four of five young adult drivers - 82 percent - have read a standard text message while driving, according to a survey conducted by the Ad Council.
"We are greatly appreciative for the support the outdoor community is donating to this important road safety campaign. It is difficult to think of a more targeted environment to reach drivers with an anti-texting and driving message," said Leith El-Hassan, VP Media Marketing, the Ad Council.
NHTSA -- part of the US Department of Transportation -- is the key federal agency responsible for improving safety on America's roadways.
In 2010, Transportation Secretary Ray LaHood launched high-visibility enforcement projects in two test markets to reduce distracted driving (Hartford and Syracuse). After four waves of intense enforcement and public education, including public service messages on digital billboards in Hartford, results were significant.
In Hartford, drivers using hand-held cell phones while driving dropped 57 percent, and texting while driving declined 72 percent, according to the NHTSA.
See final NHTSA report: http://www.distraction.gov/files/for-media/2011/508-research-note-dot-hs-811-845.pdf
For more information about this outdoor public service effort, please contact Nicole Hayes at nhayes@oaaa.org or (202) 833-5566.
OAAA is the trade association for the more than 800 outdoor advertising companies that make up more than 90 percent of the industry's revenue. For 120 years, the association has been dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.1 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year. For more information, please visit www.oaaa.org .
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