Extreme Speeding Marketing Plan

1
Department of TransportationState of Hawaii

• Extreme Speeding Marketing Plan
• June 2004
• Updated for the island of Hawaii February 2005

2
Project Overview

• Objectives
• To decrease fatalities due to excessive speeding
• To identify behaviors attitudes toward speeding
  20 mph over the speed limit
• To determine influential messages and approaches
  that would encourage fewer people to speed at
  that level
• Methodology
• Literature Review
• Expert Interview
• Focus Group Findings
• Four focus groups
• Two with young men ages 18 to 25 who have
  modified cars
• One with male female speeders ages 18 to 25
• One with parents of young drivers
• Telephone survey of 400 households conducted in
  October November
• Focus on drivers by age group
• Results are valid /-5
• Telephone survey of 400 households conducted in
  October November
• Focus on drivers by age segments
• Results are valid for 18 to 25 year olds /-6.9
• Sample size for the Counties of Maui, Hawaii and
  Kauai are relatively small therefore the
  statistical error is significantly larger than
  for the State as a whole.

3
The Marketing Plan

• Objective
• To decrease fatalities due to excessive speeding
• Strategies to change behaviors
• To decrease the percent of drivers who speed 20
  miles over the speed limit
• To serve as the map for the multiple phases of
  execution including
• Advertising Creative Media
• Public Relations
• Legislation
• Physical changes

4
Speeding is a major cause of fatalities in Hawaii

• In 2001, 25 of 140 traffic fatalities were speed
  related. (35 fatalities)
• In 2003, 29 of the 70 fatalities where a speed
  was known, was over 60 mph.

5
Speeding is Accepted Behavior in Hawaii

• 88 (89) of drivers speed at least some of the
  time.
• 52 (49) of drivers believe driving 1 to 5 mph
  over the speed limit is acceptable, 35 (34) 6
  to 10 mph over.
• 50 of drivers set their speed of driving based
  on the cars around them.
• 75 (74) of drivers believe that most people
  drive above the speed limit in Hawaii.
• Speeding is extolled by car manufacturers
  throughout the country in advertising, product
  promotions television shows.

Island of Hawaii Statistics in Red note sample
size of 64
6
Hawaii Island drivers are a little less likely to
agree that Most people drive above the speed
limit in Hawaii.
Caution smaller sample size on islands other than
Oahu
7
For the most part extreme speeding is less
acceptable
However, 16 (13) of drivers exceed the speed
limit by more than 21 mph at least some of the
time
Only 8 (5) of the population believes the
unacceptable limit for speeding is over 20 mph
over the speed limit.
Island of Hawaii sample size of 64
8
Hawaii Island drivers are less likely to agree
that Extreme speeding is the major cause of
highway fatalities.
Caution smaller sample size on islands other than
Oahu
9
Hawaii Island drivers are less likely to believe
that They will be involved in a traffic accident
in the future.
Caution smaller sample size on islands other than
Oahu
10
Even though many know someone who has been
injured in a traffic accident.
Caution smaller sample size on islands other than
Oahu
11
Young men ages 16 to 25 is the group most likely
to extreme speed

• 32 of young people ages 18 to 25 drive 20 mph
  over the speed limit at least some of the time.
• 10 say that more than 26 of the time they are
  driving 20mph or more above the speed limit.
• National international studies confirm that
  excessive speeding is most likely to come from
  young men.

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Hawaii Island drivers are more likely to believe
that teenagers drive too fast.
Caution smaller sample size on islands other than
Oahu
13
Hawaii Island drivers are divided on whether
Teenage drivers cause most of the accidents in
Hawaii.
Caution smaller sample size on islands other than
Oahu
14
Steps to Fewer Fatalities
General public considers excessive speeders to be
a menace to society
Parents stop enabling behavior of financing
modified cars speeding
Young drivers face significant consequences for
excessive speeding
All High School students understand the
consequences of speeding
Fewer young men speeding Above 20mph over the
limit
Pass legislation to impound the cars of excessive
speeders
Fewer accidents fatalities due to excessive
speeding
15
Young People Speeding Behavior Cycle
Confiscating cars will have a bigger affect on
young speeders
Today
At the end of Year Two
CONSISTENT USE OF NEW BEHAVIOR
2,728 fewer young men excessively speeding
32 of young men speed 20mph over the limit at
least Some of the time
27 of young men speed 20mph over the limit at
least Some of the time
NEW BEHAVIOR
74 understand fear that drivers licenses
will be revoked for speeding over 90 mph
74 believe that drivers license revocation for
extreme speeding will deter speeding
EXCHANGE- ENFORCEMENT
CONVICTION
75 of 18 to 25 year olds believe that extreme
speeding is the major cause for highway fatalities
69 of 18 to 25 year olds believe that extreme
speeding is the major cause for highway fatalities
COMPREHENSION
AWARENESS
90 of the population believe that The
unacceptable limit for speeding is Below 20 mph
over the limit
95 of the population believe that The
unacceptable limit for speeding is Below 20 mph
over the limit
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Actions to Fewer Fatalities
Public Awareness Campaign Speeders Kill
Parents movement to educate parents on their
financing the links to speeding
General public considers excessive speeders to be
a menace to society
Parents stop enabling behavior of financing
modified cars speeding
Young drivers face significant consequences for
excessive speeding
All High School students understand the
consequences of speeding
Partner with the schools to build awareness with
all students the dangers of speeding through
special programs
Fewer young men speeding Above 20mph over the
limit
Legislation to impound the cars of excessive
speeders
Fewer accidents fatalities due to excessive
speeding
Draft pass legislation to impound the cars of
excessive speeders. Make everyone aware of the
new law the enforcement
17
The message to the General Public is that
Speeders Kill.

• Speeding is currently acceptable to the majority
  of the population must change this attitude in
  the same way that MADD changed the attitude
  toward drinking driving
• A study showed that people ranked driving 50mph
  in a 30 mph zone less of an offense than
  shoplifting or vandalizing a phone box

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General public wants to be safer when they drive
and want their children to be safer
Desired Behavior
In Exchange For
Feel safe driving on the highways
Never drive more than 20mph over the speed limit
Feel your children are safe Driving on the
highways
Consider speeders the same as drunk drivers
19
Parents need to understand that their financial
support enables Speeders that Kill themselves
others. They must stop the enabling behavior.

• Only 51 of young drivers are employed fulltime,
  and yet..
• 44 of young drivers have newer cars four years
  old or less.
• 20 of young drivers have modified cars
• 7 say their car is souped up to make it safer
  when they speed
• Many of the modifications were paid for by
  parents who provided free rent or funds that were
  used to purchase equipment
• Only 74 of young drivers thought that insurance
  rates doubling would deter speeding because many
  do not pay their own premiums

20
Parents, especially Mothers want their sons to be
safe away from speeders not speeding
Desired Behavior
In Exchange For
Keeping their sons alive
Never drive more than 20mph over the speed limit
Mutual support of a parents or church group to
reinforce the right behavior
Stop enabling speeding by providing funds for
higher Insurance premiums Car Modifications
Feel your children are safe driving on the
highways
21
Target parents thru churches schools in the
communities of Pearl City thru Waianae including
Wahiawa

• The number of 18 24 year olds in these
  communities represent 26 of this age group in
  the State,
• only 20 of the population as a whole
• The distance from these communities to town is
  quite far with the perfect stretches of road for
  racing.
• Significant accidents have occurred from racing
  along H-2.

Pearl City, Waipahu, Ewa, Waianae, Mililani,
Wahiawa
22
Young men need to know they are not invincible
that there are alternatives to speeding that can
give them a rush

• Only 24 of young men believe they will be in an
  accident
• Even though 62 know of people who had been
  injured in accidents
• 74 would be deterred from speeding if it would
  result in losing their license
• 22 of young men say that speeding gives them a
  rush
• 27 scared afraid
• 21 adrenaline rush
• 17 nervous tense
• part of the risk rush is knowing you may die

23
Young men who speed need an in your face exchange
Desired Behavior
In Exchange For
Keeping their drivers license
Never drive more than 20mph over the speed limit
Getting their rush on the track
Never race on the streets
Staying alive keeping others alive
Impounding of cars when caught speeding may have
a greater impact on reducing speeding than
license confiscation
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Target young men in the same neighborhoods as the
parents including the military.

• Enforcement campaigns focused on these
  neighborhoods
• Publicize that the campaign will take place (not
  noting the areas), then publicize the number of
  tickets licenses revoked.
• Work with restaurants in neighborhoods to
  contribute gift certificates for pizza, etc. for
  police to distribute to good young drivers.
• Work with the Race Track to develop events that
  provide a rush safely. Make the winners role
  models for expert drivers.

25
Target education where young men will hear it
enforcement at night to reach young men when they
are more likely to be speeding

• Young men are more likely to listen to the radio,
  go to the movies or access the web more than any
  other media.
• In focus groups young men said they speed all the
  time, but at night when there is less traffic
  they are more likely to race or test their
  limits.

26
Work with high schools in these neighborhoods to
integrate a 2 Fast 2 Dead program into the
curriculum.

• Develop the program for the DOE.
• Force young people to see the reality of the
  number of good drivers that die in addition to
  the number of innocent people. Bring in speakers
  relatives of those who have died.
• Create mock trials funerals to reinforce the
  impact
• Relate speeding to being out of control
• Check with video games companies to see if they
  have a game that can teach young people how
  little control they have when speed increases
  that can be integrated into the school program.
• Clearly state the laws, enforcement penalties
  for speeding.

27
Develop a Coalition Against Speeding based in
Central Oahu to coordinate all efforts.

• Invite military, church leaders, youth group
  leaders, High School principals and PTAs to
  participate.
• Invite young men to join the group, particularly
  those who are leaders of car clubs.
• Focus on spreading information of the dangers of
  speeding as well as creating alternate activities
  to replace the rush that speeding provides,
  especially targeting car modification shops.

28
Introduce Legislation to Impound Cars when caught
speeding

• In focus groups the only action that really made
  young male participants sit back was the thought
  of losing their cars if they were caught
  speeding.
• Only 74 will be deterred by losing their license
  that is after several tickets for speeding at
  90mph or above
• Losing a car will also impact the family which
  should reinforce parents behaviors.

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Recommend Aggressive Implementation of Plan
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Mahalo!

• Speeders Kill