Best MediaCurves Studies of 2009, number 2: Americans Less Likely to Text While Driving after Viewing Controversial U.K. Public Service Announcement
Majority of Americans (85%) say the PSA should be aired in the U.S.
Flemington, NJ, August 26, 2009 – A new national media study among 300 viewers of a Public Service Announcement (PSA) from the U.K. illustrating the dangers of texting and driving revealed that the majority of viewers (80%) reported that they are less likely to text while driving after watching the PSA.
The study was conducted by HCD Research using its MediaCurves.com® website on August 25, to obtain viewers’ perceptions of a recent PSA from the U.K. which features graphic scenes to emphasize the dangers of texting while driving. The PSA is considered to be too graphic and controversial to be aired in the U.S. at this time.
“As evidenced by our automated response curves, the PSA clearly resonated with American viewers, particularly during and after the crash sequence when the effective levels spiked dramatically,” noted Glenn Kessler, president and CEO, HCD Research.
The study also revealed that 85% of American viewers reported that the PSA should be aired in the U.S. The majority of viewers (87%) believe that the PSA is appropriate in nature, and 86% also indicated that the PSA was extremely effective. In addition, 79% reported that they would be likely to forward the PSA to friends and family.
Among the findings:
“Has this Public Service Announcement changed your views on sending texts and other mobile messages (including texting, mobile emailing, mobile instant messaging, Blackberry Messenger, etc.) while driving a vehicle?”
|
|
Total
|
|
Yes, I will be less likely to send texts while driving now
|
80%
|
|
Yes, I will be more likely to send texts while driving now
|
3%
|
|
No change
|
17%
|
“Do you think that this advertisement should be aired in the U.S.
(currently, it is only being aired in the U.K.)?”
“Do you think that this advertisement is appropriate?”
“Do you feel that this ad was effective in its message (which was intended to show the dangers of texting while driving)?”
|
|
Total
|
|
Extremely effective
|
86%
|
|
Somewhat effective
|
11%
|
|
Not at all effective
|
3%
|
“Please indicate how likely you would be to forward this video to friends/family.”
|
|
Total
|
|
Extremely likely
|
57%
|
|
Somewhat likely
|
22%
|
|
Not at all likely
|
21%
|
While viewing the video, participants indicated levels of ad effectiveness by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
RE: British PSA Texting While Driving
thanks,
that was scary but VERY effective.
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
would like to have the video for my pediatric patients and families to show them what could happen.
RE: British PSA Texting While Driving
This hit a nerve, ultra realistic.
RE: British PSA Texting While Driving
It's hard to believe that will be a service that was a very long clip for a commercial. But this video is needed to show the harm that one could cause while driving.
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
wow! what a commercial.
I hope that gets put on the air very soon in the us!
RE: British PSA Texting While Driving
Got the point! I would not want my 3 and 5 year old grandsons to see it on TV.
by Bayartsend (Anonymous User)
on Thursday, January 31, 2013 @ 5:01:55 PM (
#8371)
Hi Jeannie, as always, pcferet. Gorgeous outfit, the combination of orange and black have always loved. The wrinkle in the waist remains in place. Today the wind was not attacking your hair, pcferet as well. I like the change of sunglasses, are nice. The set is very successful shoe bag, a beautiful pastel touch. The pictures today are a bit far Happy day!
by ocjltgjs (Anonymous User)
on Saturday, February 2, 2013 @ 11:04:53 AM (
#8382)
eKIfnY , [url=http://tvqgvfkhqqqu.com/]tvqgvfkhqqqu[/url], [link=http://wnkjudeymhib.com/]wnkjudeymhib[/link], http://drvojnatebsw.com/
RE: British PSA Texting While Driving
I would just like to add that i think the Ad should be shortened to make it more effective.
RE: British PSA Texting While Driving
This very much needs to be aired in the U.S.
Thank you
by Lisnirubianti (Anonymous User)
on Saturday, March 24, 2012 @ 11:14:23 AM (
#7487)
Yeah, my friend got into a car endicact because she was texting and driving. Everyone's okay, but she did get some bruises. Now she never even holds her phone in the car.
by qtvpyqaqavi (Anonymous User)
on Sunday, March 25, 2012 @ 6:02:29 AM (
#7492)
by dsdrkm (Anonymous User)
on Monday, March 26, 2012 @ 12:00:32 PM (
#7517)
by dkbquksibcg (Anonymous User)
on Tuesday, March 27, 2012 @ 8:41:35 AM (
#7528)
zsCCIG , [url=http://hztoafpuffqr.com/]hztoafpuffqr[/url], [link=http://wnmphdtsltgb.com/]wnmphdtsltgb[/link], http://vpctuaekstqx.com/
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
This is the first commerical that has ever made me cry. I have a 15 year old daughter and it really hit home.
RE: British PSA Texting While Driving
my only problem with that video was that it may be too long for the attention span of those whom it is aimed at.
RE: British PSA Texting While Driving
this may save lives if shown in usa i hope it does.
RE: British PSA Texting While Driving
This should be part of Drivers education courses, not generally available.
RE: British PSA Texting While Driving
very emotional but very effective video
RE: British PSA Texting While Driving
the first part was excellent (I was too engrossed in it to move the cursor). After the accident, it got VERY long - should be shorten
RE: British PSA Texting While Driving
THIS WAS A DISTURBING VIDEO, BUT ONE THAT NEEDS TO BE SHOWN TO THE WHOLE WORLD TO GET ALL OF US TO STOP DOING EVERYTHING IN A VEHICLE BUT DRIVING SAFELY.
THANKS
RE: British PSA Texting While Driving
Very effective. It might have gone a little over to the extreme.
RE: British PSA Texting While Driving
Wow, that was over the top. I would worry this would scare my kids to much.
RE: British PSA Texting While Driving
unless shown over and over again, vwery effective.
RE: British PSA Texting While Driving
the ad SHOULD air in the US, but never will because the american public would be disgusted by the results of their own careless actions- they dont want realistic accounts of DUI's either
RE: British PSA Texting While Driving
This an amazing and true story about the consequences that might happen while texting while driving. It could change people behavior and bring positive action to the world.
RE: British PSA Texting While Driving
It was very sad and I think it would be just as affective in the US, trust me.
RE: British PSA Texting While Driving
Sends an important message
RE: British PSA Texting While Driving
I think that all usage of cell phones should be outlawed while driving!
RE: British PSA Texting While Driving
i do not have a cell phone. i get very upset when i am driving an see people talking on there cell phone. i had a cell for 15 years an i never used it when i was driving. things are not that important that you put yourself and others a risk. thank you bill.
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
very interesting about the dangers of texting while driving
RE: British PSA Texting While Driving
The movie could be shorter
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
Scared me, makes me think twice about texting
RE: British PSA Texting While Driving
i've never see an ad like that before anf it changed my whole perspective on texting while driving. THAK YOU
RE: British PSA Texting While Driving
this is really good videos.Make fell so ad.
RE: British PSA Texting While Driving
Needs closure on message that texcting caused it. So powerful you forget that by the end.
RE: British PSA Texting While Driving
One hearty vote for showing this ad in the U.S. Strong medicine that is just what's wanted.
by Eel (Anonymous User)
on Wednesday, January 18, 2012 @ 3:58:15 PM (
#7253)
Wham bam thank you, ma'am, my quetsinos are answered!
by Replica Watches (Anonymous User)
on Wednesday, June 13, 2012 @ 9:33:25 PM (
#7715)
Lange Zeit zu halten! Tausend Jahre tur Liebe guarannet!
by Aslan (Anonymous User)
on Friday, January 20, 2012 @ 1:36:45 AM (
#7270)
I was looking eevrywhere and this popped up like nothing!
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
The commercial is a little longer. It begins to lose its effectiveness the longer the video is.
RE: British PSA Texting While Driving
i am still angry about such a waste of life ,all for nothing unless it reaches some one or more ,an they take the message of this video to heart an prevents them from being maybe killed. ALL DEVICES THAT TAKES YOUR ATTENTION FROM DRIVEING SHOULD HAVE A AUTOMATICE CUT OUT DEVICE INSTALLED ON ALL VEHICLES. PERIOD NO EXCEPTIONS!!!!!!!!!!! the automatice cut out device would render cell phones etc.unresponcive as long as the user is in a vehicles,i previously said no exceptions,i add except for an emerency call system for help and notifying a monitering call center of a problem ,now with that added i now say NO EXCEPTIONS .
RE: British PSA Texting While Driving
It very graphicaly portrays the dange of texting
RE: British PSA Texting While Driving
A bit long, but gets the point across very well.
RE: British PSA Texting While Driving
Poweful video and needs to be showed in the USA.
RE: British PSA Texting While Driving
i fell it really told a message that american programing does not tell the public thank you
RE: British PSA Texting While Driving
The only thing I would have added to the spot was a shot from the evening news detailing what had happened and why.
RE: British PSA Texting While Driving
As graphic as the ad was, this is what will get peoples attention. Maybe they will see how dangerous texting is!
RE: British PSA Texting While Driving
it was a very effective ad for a time, but it goes on for to long. as a result you lose the shock effect and message.
RE: British PSA Texting While Driving
very disturbing but needs to be seen
RE: British PSA Texting While Driving
Very powerful. Thank you. Sometimes we take surveys that are just opinions.
This one meant something. Thank you.
RE: British PSA Texting While Driving
hope it is shown at every Jr & High School in the US.
by Ayesha (Anonymous User)
on Monday, June 25, 2012 @ 4:58:11 PM (
#7789)
This report is colptemely misleading. Distracted driving-related crashes killed nearly 5,500 people in 2009 and injured almost half a million more. Lives are at stake, and all the reputable research we have says that tough laws, good enforcement and increased public awareness will help put a stop to the deadly epidemic of distracted driving on our roads. He also said that when seat belt laws and drunk driving laws were enacted the numbers went up because they weren't being enforced because they were so new but today we would never repeal those laws because we know they save lives.
by lfyjvels (Anonymous User)
on Tuesday, June 26, 2012 @ 12:10:54 AM (
#7793)
by qvwpsw (Anonymous User)
on Wednesday, June 27, 2012 @ 1:24:06 AM (
#7810)
INU6XJ , [url=http://gvoclryhgkvs.com/]gvoclryhgkvs[/url], [link=http://rwyfdqtuiyvc.com/]rwyfdqtuiyvc[/link], http://pkicdxgadryg.com/
by eqkcjp (Anonymous User)
on Wednesday, June 27, 2012 @ 1:04:33 PM (
#7813)
RE: British PSA Texting While Driving
that video is too long to work in the US
RE: British PSA Texting While Driving
powerful, told it just like it is, wake up texters
RE: British PSA Texting While Driving
It was a very effective PSA
RE: British PSA Texting While Driving
Very disturbing video....
RE: British PSA Texting While Driving
what a disgusting video. an absolute disgrace that your site aired this. dispicable.
RE: British PSA Texting While Driving
That is a message that needs to get to everyone that text messages so what if its disturbing its no where as disturbing as it would be to have this happen to your children and besides some people need to be disturbed if thats what it takes to make you drive safely after all I drive down these roads in the United States and a lot of time my family is in the car
RE: British PSA Texting While Driving
THE COMMERCIAL WAS A LITTLE LONG BUT EFFECTIVE. IT SHOULD SHOCK TEXTING DRIVERS.
RE: British PSA Texting While Driving
Really powerful video,i feel it should be aired in every country.
RE: British PSA Texting While Driving
I think that it was extremely effective, perhaps too much. The problem I had with it was that it was way too graphic. So much so, I almost had toturn my head a way from the screen. I consider this to be very inappropiate in regard to it being aired and sent to family. It can even be disturbing and haunting to some.
RE: British PSA Texting While Driving
This was a very sad point when it comes to using your cell phone while you are driving. I hope they make it illigel everywhere to use it while driving.
RE: British PSA Texting While Driving
very effective. close up look at dangers
by blklujvybu (Anonymous User)
on Friday, February 25, 2011 @ 2:43:42 PM (
#6478)
Wmb4M4 uesgeauvvtmv, [url=http://tbevkgvqxejd.com/]tbevkgvqxejd[/url], [link=http://mlmpnpwmpjus.com/]mlmpnpwmpjus[/link], http://dchjveaswmrq.com/
RE: British PSA Texting While Driving
A little graphic but made a terrific point.
RE: British PSA Texting While Driving
Heart breaking is another. The Bible says that "foolishness is bound in the heart of a child." The children who are allowed to drive will continue to do tragically foolish things in cars. Scare the hell out of them and their parents and to hadies with the tolerant politicaly correct who would resist this being shown in the USA.
RE: British PSA Texting While Driving
Two things. First of all, it is adults on cell phones, not teens texting that scare me. A woman nearly hit me a week ago while talking and driving. Second, I wondered if the poor health care in England would allow for the physical therapy that the girl would require. That scared me more than anything.
RE: British PSA Texting While Driving
it was horrifying . i don't have a phone, butt i know people who text or talk on the phone while driving, and i keep telling them they shouldn't and they just laugh and say i am a worry wart
RE: British PSA Texting While Driving
I doubt teenagers are going to change their behavior after viewing this PSA. They tend not to care for others around them and live with reckless behavior. They are very self-centered and ego-centric.
RE: British PSA Texting While Driving
Fantastic add! I hope more people see the reality of poor attention while driving.
RE: British PSA Texting While Driving
This message came through clear especially when you saw the dead baby.
RE: British PSA Texting While Driving
it should be require in high schools and collages in order to bring their car on campus.
RE: British PSA Texting While Driving
Maybe this video may get the point across to a few kids these days, if it saves one life its worth it.
RE: British PSA Texting While Driving
This video shows just how quickly things can go wrong while texting (or even talking on a cell phone while driving). I personally plan to be more careful and pull off the roadway before using my cell phone in the future. The video should be shown in all junior/senior high schools (realizing, of course, some - many?? - parents will object and obt their child out of having to view it. Such a shame. This is a very powerful message.
RE: British PSA Texting While Driving
i wish that the u.s. was that aggressive in sending the message that texting and driving is killing people.
RE: British PSA Texting While Driving
This vidoe will make you think twice befor useing a cell phone while driveing. i know it has changed my useing a phone while behind the wheel.
RE: British PSA Texting While Driving
this should be showen in all hi schools and driving classes in all countries with out any dought ,it may wake the youger generation ,but what about the older generation?????
RE: British PSA Texting While Driving
this viedeo would effect yournger people 16-30 and should b e mandetory in schools at all levels
RE: British PSA Texting While Driving
it should be shown every where
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
Way too graphic. Be warned
by lvmlxfb (Anonymous User)
on Tuesday, February 22, 2011 @ 8:23:19 AM (
#6475)
SneLmB lnvmntxrcxhw, [url=http://wtqweebuzwln.com/]wtqweebuzwln[/url], [link=http://ktdyfrhubmlo.com/]ktdyfrhubmlo[/link], http://bjpweqpuuwwj.com/
RE: British PSA Texting While Driving
i think that it would definately open up peoples eyes to the dangers of texting and talking on the cell while driving.
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
Very disturbing, but probably a necessity
RE: British PSA Texting While Driving
WOW effective! and I just heard a blurb on CBS evening news about it!
RE: British PSA Texting While Driving
I beleive we need more advertisements/commercial to be aired like this one for people to realize that there are consequences and how they affect other people.
RE: British PSA Texting While Driving
WOW!!! I only wish the "chronic offenders" of texting while driving would not only see this video--but believe it could be happening to them one day. Not only for their own safety, but the innocent victims, such as the family in the other car--the little girl and the baby lost their parents.
I'm a realist and feel things should not be sugar-coated!
RE: British PSA Texting While Driving
Although the video is disturbing, I believe it would make people stop and thing before texting and driving. In the US we tend to sugar coat things and this video clearly does not to this!
RE: British PSA Texting While Driving
thank you. i wish i could show this to my children. one of whom just received his learners permit.
RE: British PSA Texting While Driving
RE: British PSA Texting While Driving
I think this should be shown in every high school in the U.S. and also to everyone taking their driving test.
RE: British PSA Texting While Driving
by Rose Flower (Anonymous User)
on Sunday, August 30, 2009 @ 6:41:15 PM (
#2283)
I definately think this video should be mandatory in all high schools everywhere!!!!!!!!
RE: British PSA Texting While Driving
air in the usa,now
by Liza (Anonymous User)
on Thursday, September 29, 2011 @ 7:53:27 AM (
#6940)
These tiopcs are so confusing but this helped me get the job done.
by tudcgmff (Anonymous User)
on Friday, September 30, 2011 @ 7:27:09 AM (
#6951)
by aiqmrpwrhb (Anonymous User)
on Friday, September 30, 2011 @ 12:28:00 PM (
#6957)
nfyWiU , [url=http://kybcgvgrcaya.com/]kybcgvgrcaya[/url], [link=http://inouxdnjjhmi.com/]inouxdnjjhmi[/link], http://tupjygjgpqbn.com/
by zyzugp (Anonymous User)
on Monday, October 3, 2011 @ 6:12:57 AM (
#6969)
by ydqfzrttj (Anonymous User)
on Wednesday, October 5, 2011 @ 12:57:02 PM (
#6978)
u8Oznc , [url=http://rdypzgslmush.com/]rdypzgslmush[/url], [link=http://njyudyoxwxiq.com/]njyudyoxwxiq[/link], http://fmsznjrtsyff.com/
RE: British PSA Texting While Driving
THIS IS A LONG TIME IN COMING. I HOPE THAT THIS IS POSTED ON EVERY MEDIA POST. THERE HAVE BEEN TOO MANY OF THESE ACCIDENTS
RE: British PSA Texting While Driving
by joan (Anonymous User)
on Friday, August 28, 2009 @ 12:33:22 PM (
#2251)
this ad should be shown in schools too,its real life of what is going on today with mobile phones in cars.time to get hard with users who are seen using one while driving, its selfish and a disregard for other road users,its hard to think that some drivers have a complete disreagard for others ., they would never have passed the driving test using a mobile, what makes them think its ok after they pass?these ads, are graphic, .anyone who does'nt want a young driver to see them, is a fool, maybe just maybe,they wont take the attitude "it wont happen to me".
RE: British PSA Texting While Driving
by sandy romano (Anonymous User)
on Saturday, August 29, 2009 @ 11:30:31 AM (
#2279)
As a parent of a teenager, this short video brought instant tears to my eyes. There is no doubt in my mind that this is an extremely effective tool that should be used in the US as a mandatory training clip before young teenagers can get behind the wheel of a car an obtain their learner's permit. Thank you for taking the time and effort to make this clip. I can assure you, I will be sharing this with my teenager.
RE: British PSA Texting While Driving
by Rose Flower (Anonymous User)
on Sunday, August 30, 2009 @ 6:39:51 PM (
#2282)
WOW! I wish everyone could watch this video! Maybe there would be fewer people texting while they drive! I think this video would have great outcomes on people!
RE: British PSA Texting While Driving
Thanks for all the great comments! We appreciate your feedback.
by Kellsie (Anonymous User)
on Wednesday, January 18, 2012 @ 7:37:59 AM (
#7241)
Weeeee, what a quick and easy sluoiton.
by ttmpka (Anonymous User)
on Thursday, January 19, 2012 @ 4:10:36 AM (
#7259)
by pcvijzf (Anonymous User)
on Friday, January 20, 2012 @ 8:08:13 AM (
#7275)
rvsqwg , [url=http://hjeibjpgkqef.com/]hjeibjpgkqef[/url], [link=http://dojgfycyhqyy.com/]dojgfycyhqyy[/link], http://duuuruewukga.com/
by ruvycn (Anonymous User)
on Friday, January 20, 2012 @ 2:47:24 PM (
#7284)
by jruoqe (Anonymous User)
on Sunday, January 22, 2012 @ 4:54:35 AM (
#7287)
vjmwmB , [url=http://pvdafoxkdjjl.com/]pvdafoxkdjjl[/url], [link=http://rvjwyjsgddro.com/]rvjwyjsgddro[/link], http://ziqgrjtmohhs.com/
RE: British PSA Texting While Driving
by Cured (Anonymous User)
on Monday, August 31, 2009 @ 12:39:05 PM (
#2287)
I've only read text while driving, but there is no message that can not wait. Thanks, for the cure. USA
RE: British PSA Texting While Driving
maybe these teems will open their eyes now
RE: British PSA Texting While Driving
by Witney (Anonymous User)
on Wednesday, September 2, 2009 @ 2:11:57 PM (
#2415)
VERY powerful PSA!! It should definitely be shown in the US to people of all ages. I am not a teen, and I am guilty of texting while driving. After watching this, I will NEVER do so again!! Thanks for the wake up call
RE: British PSA Texting While Driving
by Asha Indralingam (Anonymous User)
on Sunday, September 6, 2009 @ 10:51:46 PM (
#2562)
This should be shown during Drivers Ed at schools, IMHO. If MediaCurves' statistics are anything to go by then obviously the preventive effects of this PSA far outweigh and adverse effects.
http://www.newsy.com/videos/controversy_in_getting_the_message_across
RE: British PSA Texting While Driving
by Jose Avila (Anonymous User)
on Saturday, September 5, 2009 @ 12:30:19 PM (
#2560)
They need to show that in the U.S. I have almost been hit several times by people making a right turn and texting. They never saw me.
RE: British PSA Texting While Driving
by Amani (Anonymous User)
on Thursday, October 15, 2009 @ 10:28:39 PM (
#3020)
this has really shown me how a simple text while driving can really end ur life but a push of a button, i will never text while driving when i get my license. thank you
for this video
RE: British PSA Texting While Driving
Extremely effective public announcement that should be aired in the US. So many lives could be saved. This video was just graphic enough. Hopefully it will scare people into NOT texting, OR talking on cell phones while driving. I admit that years ago I did talk on my cell phone while driving, and became aware of how dangerous that was
My sister was driving done a side street, talking to her child on the phone, and totaled her expensive Jaguar, but more important, she broke her wrist. She was lucky, because she was only going 25mpr. On a busy street or highway she would have probably killed herself and others. The driver she hit was also hurt and ended up suing her for a very minor injury. Suffice it to say that she learned her lesson. She lost her car, ended up in a brace, and by the grace of God, no one was severely hurt...not this time.
RE: British PSA Texting While Driving
It actually brought tears to my eyes. I have a 16 year old son that I will definitely share this with him. I believe that this should be shown everywhere, definitely in the U.S.
RE: British PSA Texting While Driving
by sally ryan (Anonymous User)
on Friday, August 20, 2010 @ 4:56:47 PM (
#6095)
It should definitely be shown in the USA. Very effective!
RE: British PSA Texting While Driving
Is talking or texting that important.
by Pedro (Anonymous User)
on Saturday, March 24, 2012 @ 1:41:01 PM (
#7489)
Yes. That is what it means when you get unlimited tnexitg. It allows you to text anyone no matter what cell phone carrier they have without being charged for each text
by Michel (Anonymous User)
on Monday, March 26, 2012 @ 12:05:50 AM (
#7509)
If its similar to my phone, when you are eivwing the picture, there's an option key. You can send it out as a text message. Instead of putting in a phone number, type in an e-mail address. It shoud send the picture to your e-mail.
RE: British PSA Texting While Driving
People are too infatured with cell phones,Using when driving takes concentration away and causes accidents.
Send This Thread to a Friend
