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C U L8ter: YouTube distracted driving PSAs use of behavior change theory
Mindy Steadman1, Melanie S Chao, Jessica T Strong
1Public Health Program, Brigham Young University, Provo, UT, USA.
Objective:
To examine the inclusion of health behavior theory in distracted driving PSAs on YouTube.com.
Methods:
Two-hundred fifty PSAs were assessed using constructs from 4 prominent health behavior theories. A total theory score was calculated for each video. Multiple regression analysis was used to identify factors associated with higher theory scores.
Results:
PSAs were generally lacking in theoretical content. Video length, use of rates/statistics, driving scenario depiction, and presence of a celebrity were positively associated with theory inclusion.
Conclusion:
Collaboration between health experts and PSA creators could be fostered to produce more theory-based distracted driving videos on YouTube.com.
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