A Cell Phone Safety Campaign

g

Executive Summary

TTYL is a student-led and organized campaign to inform and persuade BYU-Idaho students about the dangers of cell phone use while driving and walking, particularly texting. Our plan is to reach the students of BYU-I by posters, wristbands, surveys and a display.

Our campaign will educate students on the dangers of texting and driving and crossing crosswalks. We will have informative posters and set up a crashed car display with statistics to illustrate what can happen when driving is impaired by unsafe cell phone use. Wristbands worn by students will help them remember to practice safe cell phone use as they see it while driving and also reinforce the key message of “TTYL” off campus.

This campaign is extremely cost effective allowing the Safety Council to successfully execute it without compromising any other campaigns. This campaign is also memorable and branded. Students will easily identify the eye-catching original work of the campaign and be able to remember it.

Best campaign ever!!!

Table of contents

Situtation Analysis......................................................................................................2

Campaign Goals..........................................................................................................3

Target Audience..........................................................................................................3

Positioning...................................................................................................................4

Key Messages..............................................................................................................4

Challenges...................................................................................................................4

Communication Vechiles...........................................................................................5

Posters........................................................................6

Kiosk..........................................................................7

Screen Saver...............................................................8

Web Banner................................................................8

Press Release..............................................................9

Scroll..........................................................................10

I-News.......................................................................10

Wristbands.................................................................10

Crashed Car...............................................................11

Surveys.......................................................................................................................12

Research Methods.....................................................................................................14

Campaign Timeline...................................................................................................14

Budget........................................................................................................................18

Advertising Plan........................................................................................................20

Other Items to Consider..........................................................................................20

Stratgies and Tactics..................................................................................................21

Campaign Action Plan..............................................................................................22

1

Situation Analysis

The Student Safety Council at Brigham Young University-Idaho is an organization whose primary goal is to ensure the safety of people on campus by implementing safety tactics to break dangerous habits.

There is a growing concern within the United States concerning cell phone use while driving. In many states it is against the law to do so, but not here in Idaho. Occasionally, over holidays students get killed in car accidents. Also, we have had many accidents with students getting hit by cars while crossing the roads; some students have even been killed. To help ensure the safety of students attending BYU-Idaho, a PR plan has been designed to reduce and stop cell phone use while driving and crossing the roads, so less accidents and deaths will occur.

Strengths: There are many statistics supporting how people should not use their cell phones while driving. Also, many students have had close encounters with cars from paying attention to their phones and not the road.

Weaknesses: Many people do not see the dangers in texting or talking on your cell phones while driving or crossing the roads.

Opportunities: The university has the power to really push this issue on campus. There are several locations around campus and events that we can reach students through the various media vehicles.

Threats: Not against the law to use cell phones while driving in the state of Idaho.

Campaign Goals

The ultimate goals of this campaign is to change what the students perceive as “safe” cell phone use and get them to act on it. We want to promote awareness of the danger of unsafe use of cell phones, reduce the percent of accidents by five over the course of the campaign and reduce inappropriate cell phone use in vehicles and while walking by ten percent.

We will compare the number of accidents caused by unsafe cell phone use the year previous with the year of this campaign to see how successful the campaign was. We will measure the percent on safe driving by polling people at the start of the campaign about whether or not they use their cell phone inappropriately while driving and poll them with that same question at the end to see how many have changed.

Target Audience

The target audience for this PR Campaign will be all cell phone users at Brigham Young University-Idaho. The goal of choosing this target audience is to bring them to an awareness of cell phone use while driving and using crosswalks. Although there will be visitors who will see the efforts of this PR Campaign, the primary target audience will remain all cell phone users on the BYU-Idaho Campus.

3

Positioning

This campaign is designed to be cost effective, interactive and influencial. We will stay well below the budget while making a huge difference in the way students feel about cell phone safety. We want to encouarge student participation in this campaign through the use of interactive media. We feel student interaction with this campaign is key to helping students learn and retain the important messages of how to use their cell phones safely and responsibly.

Key Messages

•No phone call or text message is worth risking your life

•Be responsible, keep your eyes on the road.

• Your safety depends on how responsibly you use your cell phone.

•It’s okay to not anwer a phone call or text message when it would comprise safety.

•Use your cell phone responsibly-keep your eyes on the road.

• Leave your phone alone when driving or crossing the street.

Challenges

•Study shows that driving while using a cell phone is worse than drunk driving.

•73% of drivers admitted to using a cell phone while driving.

•Students lives are hectic they are more prone to talking while driving.

•The majority of BYU-Idaho students walk to school and many habitally text whiling crossing cross walks. They may not see anything wrong with this behavior.

•Cell phones give the mobility to talk and drive at the same time convinently. Students may not wish to give this up.

•College students feel they are invincible and that they are an exception to statistics.

•The campaign may not be powerful enough to change students actions.

Communication Vechicles

To advertise and promote this campaign we will use posters, I-Comm services, make screen savers for library computers to display, write articles for the Scroll, use a symbol to hide in the Scroll for students to look for and turn in to the I-Comm office to recieve a prize, set up a crashed car display in the Taylor quad with statistics of driving empaired by cell phone use attached to various parts of it, and pass out plastic wrist bands with “TTYL” stamped in.

Samples of each of the posters, kiosk, screen saver, web banner, press release, wristband, crashed car display, and surverys follow.

5

posters

Using a comic book look, bright colors, and humor we will catch student’s attention.

Procedures

1.Send posters in pdf format to ucidentity@byui.edu to get approval.

2.Print 28 posters at Alpha Graphics.

3.Go to University Communications to get stamped.

4.Post posters around campus, two in each building.

Contacts

University Communication Kimball 226

PH: 208-496-1151

Mike Walton, student approves posters.

E: UCidenity@byui.edu

PH: 208-296-3274

kiosk

This big poster will be placed in the high traffic areas of the Hart or McKay library. The comic design, vibrant colors, and humorous theme will draw student’s attention.

Procedures

1.Schedule with Riana Jevne to get

Kiosk space.

2.Send posters in pdf format to

ucidentity@byui.edu to get approval.

3.Print at Alpha Graphics.

4.Go to University Communications to

get stamped.

5.Set up is one of the Kiosks.

Contacts

Riana Jevne

E: jevner@byui.edu

PH: 208-496-3186

University Communication Kimball 226

PH: 208-496-1151

Mike Walton, student approves posters.

E: UCidenity@byui.edu

PH: 208-296-3274

7

Screen Saver

web banner

All students will see them as they log on to their personal BYU-Idaho home pages.

Procedures

1.E-mail pdf version to Andy Cargal

Contact

Andy Cargal, Broadcasting & News Services Supervisor

E: cargala@byui.edu

PH: 208-496-1537

This is a great way to reach a large audience of the student population. The screen savers will get noticed by student’s as they log on and off computers around campus.

Procedures

1.E-mail pdf version of screen saver

to Tom Thornton.

Contact

Tom Thornton, Public Access Technology Mgr.

E: thorntont@byui.edu

PH: 208-496-2317

Scroll/press release

Scroll will publish acrticle on campaign.

Brigham Young University Idaho

525 South Center St., Rexburg, ID 83460

PRESS RELEASE

January 5, 2009 FOR IMMEDIATE RELEASE

SAFETY COUNCIL BEGINS NEW CELL PHONE SAFETY CAMPAIGN

REXBURG, IDAHO- The BYU-Idaho Safety Council began a new cell phone safety campaign this semester with the hope that it will educate students on the dangers of unsafe cell phone use and encourage them to change their driving and walking behaviors accordingly.

The campaign officially began today, January 5th, with the posting of campaign posters around campus. The campaign is done in a cartoon-like style with the slogan “TTYL”. The campaign will include posters, screen savers and web banners, surveying, giving away TTYL wristbands, and setting up a crashed car display.

The campaign’s goal is to keep students safe so that they can talk to their loved ones and friends later without compromising their own or someone else’s life. Some of it’s key messages are that no phone call or text message is worth risking your life, be a responsible cell phone user, and it’s okay to not answer a phone call or text message when it would comprise you safety.

One student working on the campaign, junior Rachel Broadbent said, “This is my third year at BYU-Idaho and I feel like accidents caused by unsafe or light-minded cell phone use have increased and will continue to increase if we don’t help students understand the dangerous possibilities that result from risky cell phone habits. I think we can prevent many potential injuries and even deaths if we work hard enough.”

###

For more information, please contact Bryce J Rydalch at (208) 496-2108 or email at rydalchb@byui.edu .

Brigham Young University-Idaho, formerly Ricks College, is a four-year private university located in Rexburg, Idaho. The university, which is affiliated with The Church of Jesus Christ of Latter-day Saints, offers both baccalaureate and associate degrees; integrated degrees and internships that are tailored to fit students’ interests; a year-round track system allowing more students to attend; and an extensive activities program that provides leadership and growth experiences. It is the largest private university in Idaho, with more than 13,000 students enrolled for Winter Semester 2008.

Contact

John Thompson, Student Media Newsroom Manager

E: thompsonj@byui.edu

PH: 208-496-2833

9

scroll-"where's grim?"

i-news

I-News will do a feature story on our cell phone campaign, and discuss all the dangers associated with using your cell phone while driving and crossing the street. This will be great free publicity.

Procedure

1.E-mail Director Brian Johnson to verify when they would like to do the story.

Contact

Brian Johnson, I-News Director

E: joh05031@byui.edu

T.T.Y.L. Wristbands

Wristbands will be a constant reminder to students on and off campus to use their cell phones responsibly.

Procedures

1. Go to http://24hourwristbands.com/

2. Place an order for 2,000 orange wristbands.

3. Select debossed and type “T.T.Y.L.”.

Scroll will hide a Grim Reaper icon somewhere in each issue for students to look for and drop off at the I-Comm office to recieve a prize.

Contact

John Thompson, Student Media Newsroom Manager

E: thompsonj@byui.edu

PH: 208-496-2833

Crashed car display

This will be placed in a location around campus that the University Communication Council approves of, and will have statistics about the dangers of cell phone use while driving. This unordinary element on campus will get students to stop and see what it is.

Procedures

1.Get proposal viewed by University Communication Council.

2.With the “ok,” schedule with Bonneville Auto Wrecking March 22nd through the 27th to borrow the crashed car.

3.Send statistic posters to ucidenity@byui.edu for approval.

4. Print Posters.

5.Bonneville will tow vehicle onto campus on March 22nd.

6.Student Safety Council will set up display on March 22nd.

7.Student Safety Council takes down display on the March 27th.

8.Bonneville will take crashed vehicle March 27th.

Contacts

Kirk Rawlins, University Communication Council Member

E: rawlinsk@byui.ed

PH: 208-496-2593

Bonneville Auto Wrecking

Jake Miller

PH: 208-524-4452

11

survey cover letter

survey before

January 11, 2009

Dear BYU-Idaho Student,

Brigham Young University- Idaho’s Safety Council strives to promote student health and wellbeing through informing staff and students of relevant issues and encouraging responsible action.

One of the ways the Safety Council learns which issues to address are through student completed surveys.

Enclosed is a survey regarding student cell phone use. In order to gain an accurate picture of how the BYU-I student population is using cell phone technology we ask for a moment of your time to carefully take the survey and return it in the preaddressed envelope.

We appreciate your help as we endeavor to make this campus a safe and uplifting environment for students.

Best Wishes for a Great Semester,

President of Student Safety Council

Please circle the your answer choice for each of the following questions. When you have completed the survey, enclose and seal it in the provided envelope to be sent back for calculation. Thank you!

survey after

Please circle the your answer choice for each of the following questions. When you have completed the survey, enclose and seal it in the provided envelope to be sent back for calculation. Thank you!

13

Research Methods

This PR Campaign will thoroughly research the issue of cell phone use while driving and using crosswalks. The Internet will be used for finding facts, statistic, and general information about the consequences of using cell phones while driving. Research will also be conducted through various interviews of Rexburg citizens, police, university faculty, and students. These interviews will provide a general consensus of opinion about the outlined topic. Surveys will also be handed out which will help direct the focus of this PR Campaign. This will help us to know what the general population feels about cell phone use while driving.

Campaign Timeline

This campaign will be a one-semester project to take place Winter 2010.

A detailed calendar follows this outline.

December 22- University Communications meets to approve crashed car display

January 5 - Semester Begins; poster approval

January 6 - Order 2,000 wristbands; contact Scroll office for press release and “Where’s Grim?”

January 9- Print posters

January 11-15 - Survey in Crossroads & Library from 10am-4pm; pass out wristband as incentive; post posters and kiosk

January 12- I-News Interview

January 19 - Begin hidden cell phone in Scroll; I-News interview

January 26 - Hidden cell phone in scroll

February 2 - Hidden cell phone in scroll; post screen savers and web banner

February 8 - Contact person about crashed car

March 22- Have car delivered and set up

Aptil 1-6 - Survey booth set up in Crossroads and Library to see if we have moved the needle

Janurary 2010

December 2009

Survey in Crossroas &; Library 10am-4pm; give TTYL wristbands as incentive

University Communications meets to approvve crashed car display

Survey in Crossroas &; Library 10am-4pm; give TTYL wristbands as incentive; I-News interview

Semester begins; poster approval

Scroll hidden cell phone ad

I-News interview

Survey in Crossroas &; Library 10am-4pm; give TTYL wristbands as incentive

Contact Scroll Advertising office to present hidden cell phone schedule; order wrist bands

Survey in Crossroas &; Library 10am-4pm; give TTYL wristbands as incentive

Survey in Crossroas &; Library 10am-4pm; give TTYL wristbands as incentive

Start hidden cell phone in Scroll

15

March 2010

Feburary 2010

Contact person about crashed car

Have car delivered and set up with stats etc in Taylor quad

Hidden cell phone in Scroll; post screen saver and web banner

April 2010

Survey Booth in Crossroads & Library from 10am-4pm

Survey Booth in Crossroads & Library from 10am-4pm

Semester Ends

Survey Booth in Crossroads & Library from 10am-4pm

Survey Booth in Crossroads & Library from 10am-4pm

17

Budget

g

Cut your spending! :)

19

Avertising Plan

In our advertising we want to be as cost effective as we can but also be able to influence students to drive responsible

We want to start our campaign off with an emphasis of safe cell phone use while walking so our ads will start with that. We think posters around campus and more especially at cross walks will be very successful. Side-walk chalk ads might be fun as well.

Then we will start placing ads in the Scroll newspaper and send out flyers and mailers about competitions we will hold to encourage this campaign. One will be a Where’s Waldo type thing to find all the same kind of thing on all our posters. When you call in where you found the icon then you will receive a new wristband. This will allow the students to get involved. They will see this when they have their hand on the wheel and they get a phone call and they will know to not take the call.

We are using our posters to help get the word about the dangers of cell phone use while driving. We also want to have posters in the testing centers, many students take their last minute exams before the heading home for the holidays. This will be an extra reminder for the students that are heading home to make sure and not use their cell phone while they are driving.

We will continue to promote safe cell use while walking but ramp-up awareness of safe cell use while driving as the semester goes on; especially two weeks prior to any major holiday where students will be traveling home and driving a lot.

Other Items to Consider

Targeted Messages: Specific messages to those who at least have cell phones, some specific messages to those who have cell phones and cars, etc

Promotions: Grim Reaper search (“Where’s Waldo”); crashed car display with statistics

Community Contacts: Rexburg Police force; mayor; city counsel

Media Contacts: The Scroll Staff; maybe an ad or a story; local paper Standard Journal

Timing: Staggered over a semester; first promote safe cell use when walking. Then, as holidays approach and students start thinking about driving home, promote safe cell use, or the lack of cell use, when driving.

Stratigies & Tactics

21

Action plan

23

Action plan

25

Jessica Hill

Designed all the media for the TTYL campaign: posters, web banner, screen savers. Created video for beginning of presentation and gathered information and approval for media.

Contact for media files and any questions. 504.842.9312

Lane Stevenson

Created and presented the campaign presentation for BYU-Idaho’s Student Safety Council on Dec. 7, 2009. Found primary and secondary research related to cell phone use while driving.

Megan Gordon

Contributed to the budget, calendar, advertising plan, strategies and tactics, key messages, and gathered statistics.

Jared Boucha

Researched media outlets and put together content for media book including adverting objectives and budget.

Rachel Broadbent

Organized and help coordinate the collective efforts of group members for the campaign including setting up group meetings, delegating work, helping design and make the media kit, and write and edit the campaign.

Dan Springer

Worked on the final presentation - focusing primarily on goals, target audience, and the budget/timeline. He also provided excellent moral support for my other team members.