The Wireless Association(r) and the National Safety Council have launched a national campaign – On the Road, Off the Phone – to stop teens from texting or using their cell phones while driving.
The campaign is driven by a new, powerful television public service announcement entitled “Quiz.” The 30-second spot, which is aimed at parents with the goal of empowering them to talk to their teenage drivers about the dangers of distracted driving from cell phone use behind the wheel, was produced by GMMB and is airing nationally.
“We are strongly committed to helping teens and parents to see the dangers of this type of distracted driving, and hope that this powerful public awareness campaign will change behavior and make the roads safer for everyone,” said Steven Largent, CTIA’s president and CEO.
CTIA and NSC are focusing their campaign on the at risk population of teen drivers. Not only are they the most inexperienced drivers on the road, but teens are also the most likely to use a cell phone while behind the wheel and are the age group to most likely communicate via texting.
“Since parents hold the keys to the car, it is critical for them to make ‘no texting or talking’ part of the ground rules,” said Janet Froetscher, NSC’s president and CEO. “We know from research that parents who take actions like this do have an impact on the safety of their children.”
The campaign encourages parents have an open conversation with their teens to raise their awareness of the dangers of driving and texting and talking on the phone.
“We knew the spot had to cut through with real impact. Showing how something as mundane as reading a text message can in a split second have shocking consequences was a powerful way to deliver the message,” said Greg Pinelo, GMMB partner. “We hope this ad is a wakeup call for parents of teen drivers. They need to make ‘on the road, off the phone’ part of the rules.”
Parents are encouraged to view the ad and find more information at: www.OnRoadOffPhone.org
About GMMB
Founded in 1983, GMMB is dedicated to creating change with innovative, integrated communications campaigns spanning health care, education, public safety, the environment, economic development, civil and human rights, corporate social responsibility and electoral politics. The firm’s clients have included the last two Democratic presidents, several of the world’s largest philanthropic foundations, major non-profit and advocacy organizations, federal and state government agencies, corporations and national and international coalitions and institutions. GMMB is a member of the Fleishman-Hillard network of companies and part of the Omnicom Group. For more information, go to www.gmmb.com.
