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Preventing distracted driving: A program from initiation through to evaluation.

Peter F Ehrlich1, Beth Costello1, Amy Randall1

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Summary
This summary is machine-generated.

Contextual digital advertising and social media campaigns effectively attracted parents to a distracted driving (DD) website. These strategies increased website engagement and downloads of a parent toolbox, highlighting their success in public health outreach.

Keywords:
Distracted drivingInjuryInterventionPediatric trauma

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Area of Science:

  • Public Health
  • Digital Media Strategy
  • Road Safety

Background:

  • Distracted driving (DD) presents a significant public health challenge.
  • A program was launched to engage parents via a website offering a downloadable toolbox.
  • The study evaluates the effectiveness of different media strategies for this program.

Purpose of the Study:

  • To assess the effectiveness of digital media strategies in attracting parents to a distracted driving (DD) website.
  • To measure the impact of these strategies on parent toolbox downloads.
  • To compare the performance of two distinct digital media approaches.

Main Methods:

  • Development of an evidence-based, interactive DD website with a parent toolbox.
  • Implementation of two distinct digital media strategies for promotion.
  • Utilization of parent/teen focus groups and website analytics to evaluate campaign success.

Main Results:

  • The website received over 73,972 visits, with toolbox downloads from 10 countries and 50 states.
  • The second media campaign resulted in 444 toolbox requests, a significant increase from the first campaign's 159.
  • Average website engagement time more than doubled from campaign 1 (2.33 min) to campaign 2 (5.29 min).

Conclusions:

  • Contextual digital advertising and focused social media campaigns proved most effective.
  • These targeted strategies successfully attracted parents to the website.
  • The approach led to a measurable increase in parent toolbox downloads.