Driving and Texting: Engaging Young Adults with Peer-Generated Messages

Distracted driving is a major problem for young adults who frequently send text messages while behind the wheel. To help increase awareness for the dangers of texting and driving, the Ad Council has teamed up with Project Yellow Light, a national public service advertising (PSA) contest and scholarship program, along with media industry and corporate partners.

From BusinessWire:

“In 2015, 3,477 people were killed and an estimated additional 391,000 were injured in motor vehicle crashes involving distracted drivers, according to a report from the National Highway Traffic Safety Administration (NHTSA). Teenagers are most likely to be distracted at the time of crashes, and nine percent of all drivers 15 to 19 years old involved in fatal crashes were reported as distracted at the time of the crash. Project Yellow Light helps reach this critical audience with the power of peer-generated content.”

One of the ways they determined they can best reach young adults with a compelling message is through out of home advertising. They’ve developed a contest to get submissions from teens showing their billboard ideas that encourage friends to avoid texting while driving. This powerful combination of medium and message is designed to make a real impact with nationwide exposure to a huge audience of drivers.

Learn more about Project Yellow Light and how to submit ideas here.