Date

12-2019

Document Type

Capstone Project (Open Access)

Degree Name

Bachelor of Arts (B.A.)

Department

Health, Human Services and Public Policy

Abstract

Distracted driving is a growing issue in Santa Cruz County. A media poster campaign was designed to raise awareness around distracted driving and empower youth as passengers to reduce distractions in their community. The campaign was designed for Branciforte Middle School students, faculty and staff, parents, and the surrounding community. The Friday Night Live staff and youth created posters that were placed around their campus and handed out to parents. They also planned and implemented 4 lunchtime events. To measure the results, staff and youth participated in a Roadwatch activity to measure the short term and long term behavior changes in distracted driving. Both the long and short term behavior change did not meet the expected 10 percentage point decrease. Even though the expected outcome was not reached, there was still a 1.3 percentage point decrease in the long term behavior change and an 8.4 percentage point decrease in the short term behavior change. If these messages are being reached by the community, then there is hope that distracted driving can be reduced or eliminated.

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