Researchers assessed the appropriateness and impact of the "Parents Are the Key" communication campaign's messages and creative materials. The messages and materials were intended to increase parental involvement in their teens driving education and experience, and encourage teens to adopt safer driving practices.
Parents are aware of the dangers of teen driving, yet not all are taking specific actions to prevent their teens from engaging in the risky behaviors that cause crashes, nor are all parents acting as positive role models for their children.
About six-in-ten parents responded that driving is their biggest worry as it relates to their teen, yet a majority of parents do not model safe driving behaviors themselves. About eight-in-ten parents strongly agreed that parents have a strong influence on their teen driver. Parents who read or heard campaign messages were significantly more likely to talk with their children about distractions such as eating or adjusting the stereo while driving, than parent respondents as a whole. Parents who were aware of the campaign were also more likely to discuss driving issues listed in the survey with their teen driver. CDC revised the campaign based on the evaluation findings, and released the campaign tool kit nationally.
Report Title: Development and Implementation of a Communication Campaign for Teen Safe Driving
Agency Sponsor: CDC, Centers for Disease Control and Prevention
Federal Contact: Ann Dellinger, 770-488-4811
Performer: Ogilvy Public Relations Worldwide
Record ID: 9406 (Report issued April 30, 2010)