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Create an outline public service advertising campaign that focuses on one issue that you think is important to your age group. You should try to solve a problem that you think is important. Examples include teen pregnancy or STD transmission, not texting and driving, or bullying awareness and prevention (My problem that I will be covering is texting while driving). In this part of the assignment, you’ll do some research about your topic and begin outlining a plan for three different types of ads.

Step 1
Research your topic and find five to ten statistics or pieces of information that you think would be interesting to your audience or would give your ad some substance. Try to use sources with a .gov or .org web address. Think about rhetorical appeals—what information would help you make good emotional appeals, logical appeals, and credibility appeals? Keep track of your sources—you’ll be asked for them later.

Step 2
Write a paragraph-long summary of the information that you have found.

Step 3
Create a brief outline (paragraph-long description of what it would look/sound like, the story line, and other points) for each of the three ads—a print ad, a video ad, and a radio ad—that would help you try to educate the public and change problematic behavior. Your outlines should be detailed so that those who are reading them can imagine what they would look like or sound like when they are complete. Your outlines should include at least four of the pieces of information that you found in your research.

1 answer

Step 1: Research and Statistics

  1. According to the National Highway Traffic Safety Administration (NHTSA), in 2020, 3,142 people were killed in crashes involving distracted drivers (NHTSA).
  2. The Centers for Disease Control and Prevention (CDC) reports that texting while driving increases the risk of crash by 23 times compared to regular driving (CDC).
  3. A survey conducted by the AAA Foundation for Traffic Safety found that 94% of drivers believe that texting while driving is dangerous, yet 35% admit to doing it (AAA Foundation).
  4. Teens are particularly at risk; research shows that drivers aged 16 to 24 are the most likely to be involved in a crash due to texting (Virginia Tech Transportation Institute).
  5. The NHTSA also states that using a mobile phone while driving is equivalent to driving after consuming alcohol, in terms of impairment (NHTSA).

Sources Used:

  • National Highway Traffic Safety Administration (NHTSA)
  • Centers for Disease Control and Prevention (CDC)
  • AAA Foundation for Traffic Safety
  • Virginia Tech Transportation Institute

Step 2: Summary Paragraph

Texting while driving poses a significant risk to both drivers and pedestrians, resulting in thousands of fatalities each year. In 2020 alone, distracted driving led to 3,142 deaths in the U.S. A staggering 23-fold increase in the risk of a crash occurs when texting behind the wheel, making it one of the deadliest forms of distraction. While 94% of drivers recognize the dangers of texting while driving, 35% still engage in the behavior. Young drivers—especially those between the ages of 16 and 24—are disproportionately affected, leading to a higher likelihood of crashes. Moreover, texting while driving impairs reaction times similarly to driving under the influence of alcohol. It is crucial to raise awareness and change behaviors related to this dangerous practice to save lives.

Step 3: Advertising Campaign Outline

Print Ad

Description: A stark visual featuring a split image: on one side, a joyful teenage driver smiling while texting, and on the other side, a harrowing image of a car crash with emergency responders at the scene. Headline: "One text can change everything." Body Text: "Texting while driving increases your crash risk by 23 times. Don't be a statistic. Prioritize safety over a message. Lives are at stake." Call to Action: "Make the pledge to never text and drive. Visit [insert website] for more information." Statistics Used:

  • "Texting increases crash risk by 23 times."
  • "3,142 fatalities from distracted driving in 2020."

Video Ad

Description: A dynamic 30-second video that begins with upbeat music as a group of friends in a car laugh and take selfies. Suddenly, the mood shifts with a voiceover that discusses the dangers of texting while driving as the scene transitions to a simulated crash. Flash footage of wrecked cars and emergency responders illustrate the aftermath. Script: "It starts as a simple message. But that text could lead to heartbreak. With a 23 times higher risk of a crash, texting while driving is no joke. Every year, over 3,000 lives are taken because of distracted driving. Are you willing to risk your life for a message? Pledge to stop texting while driving. Change the road with us." Visuals/Sounds: Emotional background music, sound effects of crunching metal, and the aftermath showing first responders helping victims. Statistics Used:

  • "3,142 killed by distracted drivers in 2020."
  • "Texting increases crash risk by 23 times."

Radio Ad

Description: A 60-second radio spot featuring a gripping narrative followed by a call to action. The first half plays a dramatic scenario as a young driver starts texting while driving, resulting in a crash. Script: [Sound Effects of Car Engine and Text Notifications] Narrator: "Every day, millions of drivers pick up their phones while behind the wheel. What starts as a harmless text can quickly spiral into disaster." [Sounds of a Crash] Narrator: "In just one year, over 3,000 lives were lost to distracted driving. Texting while driving increases your crash risk by 23 times. Don't let a message become your last words." [Musical Shift] Narrator: "Take the pledge to keep our roads safer. Visit [insert website] for tips on how to stay focused. Remember, no text is worth a life." Statistics Used:

  • "3,142 fatalities from distracted driving in 2020."
  • "Texting increases crash risk by 23 times."

Conclusion

This campaign using a print ad, video ad, and radio ad showcases the dangers of texting while driving. With a cohesive message and impactful statistics, it aims to educate the public and ultimately reduce the prevalence of this dangerous behavior among all drivers, especially teens.