PROBLEM IDENTIFICATION
In July 1999, Colorado became the 32nd
state nationwide to enact a Graduated Driver Licensing (GDL) law. This
law adds restrictions to driver's license candidates under the age of
18, to increase the possibility that, once they obtain a license, they
will have developed appropriate safe driving skills. To help teenage
motorists achieve the greatest benefit from the GDL law, Colorado needed
a strong public information campaign, to educate parents and teens about
the new law and its requirements.
GOALS AND OBJECTIVES
To increase public awareness and understanding
of Colorado's GDL law, a variety of traffic safety partners, including
the American Automobile Association (AAA) of Colorado, Colorado Department
of Revenue—Motor Vehicle Division, Colorado Department of Transportation,
Colorado State Patrol, Progressive Insurance Company, Rocky Mountain
Insurance Information Association, and USAA Insurance Company, collaborated
in 1999 to produce a public information campaign, Drive Time: Teen
Driving What's Up? The primary objective of the program is to reduce
traffic crash fatalities among drivers under age 18 by a minimum of
10 percent, within one year of its implementation.
STRATEGIES AND ACTIVITIES
In 1999, focus groups were conducted with parents
and teens in urban and rural Colorado, and with Hispanics and African
Americans in Denver, to determine the extent of their knowledge about
the GDL law, in what manner they would prefer to obtain additional information,
and to test ideas for campaign themes, logos, print media and promotions.
Research determined that only 30 to 50 percent
of the parents and teens participating in the focus groups were aware
of the GDL law, and that most of those who were aware of the law, couldn't
identify all of its components. Participants also indicated that the
most effective means of reaching teens was through an honest, simple
message that was clear, made them laugh, and explained how the law works.
Based on these results, Drive Time: Teen Driving What's Up? was
the message selected for the program. Drive Time is supported
by a strong positioning statement that is direct, fun, and tells teenagers
exactly what they need to do to get their first license. An easy to
read, brightly colored campaign logo was selected, based on the preferences
of both teens and parents.
A newspaper, written in English and Spanish, included
the following information:
- A summary of the GDL law requirements
- Penalties for violating the GDL law
- A redesigned, tear out log sheet to record driving trips
- Tips for parents on how to teach teens to drive
- Skill tips, such as making left turns
- A driving skills checklist for parents and teens
- A page to record important phone numbers
- Auto insurance requirements
- Information on reporting crashes and emergency information
- A vehicle safety checklist
- Seat belt facts
- Colorado's zero tolerance law and penalties for underage drivers
An internet website was also created to publicize
the Drive Time campaign. The site, www.coloradodrivetime.com,
includes all of the information in the newspaper, along with additional
facts.
Radio spots were produced to help direct parents
and teens to the website, and to locations where the Drive Time
newspaper can be obtained. Posters were produced in English and Spanish,
featuring the Drive Time theme and logo, and were placed in stores,
schools, motor vehicle offices, insurance companies, AAA offices and
other locations.
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