Natasha Fulton

S5000577
SOCIAL 2747 Words

MARKETING
REPORT
Reducing Mobile Phone Use While Driving.
Executive Summary

This social marketing plan has been developed for the Queensland police department to
decrease hand-held mobile phone use while driving. The plan has been designed to
encourage the desired behaviour among 17-39 year old male and female drivers by
providing a free Smart Driver Rewards app that rewards those who adopt the desired
behaviour.

The social marketing plan first addresses the background issues that make hand-held
mobile phone use a large problem. From here a full situation analysis has been
undertaken providing information on internal forces, external forces and past
campaigns. The social marketing plan will then discuss the target audience in great
detail followed by behaviour change objectives and the guiding theory that will help
motivate positive behaviour change.

The intervention strategy will follow and will discuss the positioning strategy this social
marketing plan will use. This will be followed by product, pricing, placement, and
promotion strategies that together will create maximum impact and reach on the target
audience encouraging positive behaviour change. Finally this social marketing plan will
provide measures to monitor and evaluate success.
Contents
Executive Summary ............................................................................................................................... 1
Background, Purpose and Focus .......................................................................................................... 3
Situation Analysis ................................................................................................................................... 5
Internal Forces.................................................................................................................................... 5
External Forces .................................................................................................................................. 6
Past Campaigns ................................................................................................................................. 9
Target Market Profile ........................................................................................................................... 14
Target Market Barriers, Benefits and the Competition ........................................................................ 15
Behavioral Change Objectives ............................................................................................................ 16
Objective 1: ................................................................................................................................... 16
Objective 2: ................................................................................................................................... 16
Objective 3: ................................................................................................................................... 16
Objective 4: ................................................................................................................................... 16
Guiding Theory..................................................................................................................................... 17
Positioning Statement .......................................................................................................................... 19
Strategy Specification .......................................................................................................................... 20
Product ............................................................................................................................................. 20
Core Product: ................................................................................................................................ 20
Actual Product:.............................................................................................................................. 20
Augmented Products: ................................................................................................................... 20
Price.................................................................................................................................................. 23
Placement......................................................................................................................................... 23
Promotion ......................................................................................................................................... 24
Monitoring and Evaluation Plan ........................................................................................................... 25
Appendix .............................................................................................................................................. 27
Appendix 1........................................................................................................................................ 27
Appendix 2........................................................................................................................................ 30
Appendix 3........................................................................................................................................ 32
Appendix 4........................................................................................................................................ 32
References ........................................................................................................................................... 37
Background, Purpose and Focus

Mobile phone use while driving has been consistently shown to increase driver
distraction, which now accounts for roughly 1 in 4 road crashes (CARRS-Q, 2017). With
81% of Australia’s population owning a mobile phone, and 37% of them admitting to
using their phone in the car with this number increasing to 67% amongst the 18-29 year
age group, driver distraction due to mobile phone use is becoming a large problem
(Sensis, 2016). This is expected to increase as mobile phone usage increases, not only
in Australia, but throughout the world (Musicant, Lotan, & Albert, 2015).

It is estimated that roughly 1.2 million people die each year to road crashes globally
(Oviedo-Trespalacios, King, Haque, & Washington, 2017). Closer to home, during 2016,
there were 1295 deaths in Australia to road crashes (Commonwealth of Australia,
2017). Add to this hospital care, production losses, and ongoing disability care, among
other costs and the amount starts adding up to a 29 billion dollar economic expense,
and this does not take into account the emotional strain on society (Australian
Automobile Association, 2017).

Figure 1: Cost to economy for 2015 road trauma Australia, $ million

In Queensland 1 in 2 drivers have confirmed using their phone while driving. These
drivers have been found to talk on their phone 1.5 times per hour and text or browse
their phone 3.5 times per hour of driving. This is creating a large volume of distracted
drivers, who are unfortunately, twice as likely to crash compared to those who don’t use
their phone while driving (Oviedo-Trespalacios,et al., 2017).

Furthermore research has found in Queensland there were 18, 552 traffic infringements
issued for using a hand-held mobile phone while driving and 1816 crashes due to using
a mobile phone while driving. It must be noted that crashes due to mobile phone use is
difficult to confirm and capture, and therefore is like to be under represented
(DataAnalysis, personal communication, October 13, 2017).

The purpose of this social marketing plan is to reduce mobile phone use while driving.
The focus will be a safe driving app to reward to non-use of a mobile phone while
driving to encourage the desired behavior.
Situation Analysis

Internal Forces
Strengths Weaknesses
Most drivers agree using the phone while driving is Police cannot be everywhere – Punishment avoidance;
dangerous when a driver isn’t caught, they continue the illegal
Existing Laws behaviour, growing in confidence each time they are
Police support not caught (Ige, Banstola, & Pilkington, 2016).
Police social media – Queensland police’s social media Recording and reporting of mobile phone use – true
is regarded as ‘winning’ at social media (Herbison, numbers are hard to account for unless seen by police
2015) (DataAnalysis, personal communication, October 13,
Drivers report willing to stop behaviour when they see 2017
police (Oviedo-Trespalacios, et al., 2017). Legislation and enforcement is not stopping the issue,
Access to funding especially among young drivers (Oviedo-Trespalacios,
et al., 2017).
Police are exempt from laws on mobile phone use –
Sends the wrong message when it the police who
enforce laws (Queensland Government, Transport
Operations, 2017).
One of many messages being sent (speeding, alcohol /
drug use, fatigue)
External Forces
Opportunities
Political / Legal Current laws state those on learners, P1 or P2 cannot use a phone at all while
driving – Do they know this?
Many people support current laws restricting mobile phone use (Ige, et al., 2016)
Economical Phone apps are relatively cheap to make (Musicant, et al., 2015)
Social / Cultural Many drivers see texting on the phone negatively compared to talking on the phone
(Oviedo-Trespalacios, et al., 2017).
Peer support – Young people are more likely to use the phone while driving if their
peers support it (Lipovac, Ðeric´, Tešic´, Andric´, & Maric´, 2017).
Education; Higher educated drivers use their phones less when driving than low
educated drivers (Lipovac, et al., 2017)
Death is forever, no second chances.
Many drivers believe using a phone while driving is a threat to their safety (Ige, et al.,
2016).
Technological Speech to text – could be used to read and write text messages (Rowden & Watson,
2014).
Most drivers don’t know blocking apps for driving exist – 50% of people would try
such an app (Musicant, et al., 2015).
 Many blocking apps still allow phone use when stopped at lights. Opportunity to
create app in conjunction with maps so it knows when user is at lights.
Current apps do not reward good driving behaviour. There is no ‘what’s in it for me’?
These drivers don’t see ‘no crashes or fines’ as a deterrent because they feel the
perceived benefits of answering the phone or reading the text outweighs the costs.
Opportunity to add rewards to the app that rewards good driving behaviour (Ige, et
al., 2016)
Many newer vehicles are fitted with screens that apps can be added to. App can be
part of vehicle.

Threats
Political / Legal Most people are against ‘blanket’ laws that also ban hands free devices
(Commonwealth of Australia, 2014).
Those in power have gotten caught in highly published cases (Julie Bishop, Bill
Shorten and Troy Grant for example) – Sends the wrong message (Aston, 2016;
Glanville, 2017).
Economical Currently costing the Australian economy 29 billion dollars, and is expected to
increase (Australian Automobile Association, 2017)
Time – People are time poor these days because the economy is tough. Drivers
therefore feel the need to multitask (Orner, n.d.).
Reliance on government funding as it is a government department.
Social / Cultural Perceived need – Most people feel they need access to and use of their phone while
driving (Musicant, et al., 2015)
Social cognitive theory – Many people think they have better skills to drive while
using the phone than what they actually do. Many drivers exaggerate their abilities
and therefore do not think they are a problem (Sanbonmatsu, Strayer, Behrends,
Ward, & Watson, 2016).
‘Won’t happen to me’ – Many people believe that others are bad, while they are
skilled and therefore have a belief that it will happen to others but not them.
Perceived norm – Many people use the phone without even thinking about it.
Social inclusion – Social expectation to communicate at all times (Rowden &
Watson, 2014).
Addiction – Many people are addicted to their mobile phone (Orner, n.d.).
Technological Increasing mobile phone usage and ownership (Ige, et al., 2016).
Many blocking apps still allow phone use when stopped at lights. Sends the wrong
message that phone use at lights is o.k.
Some research has shown hands free to be just as dangerous as hand held.
Past Campaigns
Campaign Are you driving blind? As part of the Join the drive campaign
Who? Queensland Government
Year 2015
Country / State Australia / New South Wales
Target Audience Young drivers, 17-24 who are addicted to their mobile phone. This target audiences is in the
contemplation stage (Lee & Kotler, 2015). They know and admit there is a problem but have not
yet taken action. This audience does not need to be scared into action, instead they need a
reminder of why the behaviour is dangerous and the resources (preparation) to help them
towards and during the action stage (Queensland Government, 2017).
What was it This campaign was about reducing deaths on serious injuries on Queensland’s roads due to
about? driver distraction. The campaign put the onus back onto all Queenslanders to do their bit and join
together to create safer Queensland roads.
Focus The campaign took a behaviour focus. The campaign provided facts on the dangers and
acknowledged that for the target audience texting while driving is an addictive habit
(Sanbonmatsu et al., 2016; Queensland Government, 2017). To change driver’s behaviours the
campaign provided practical solutions, and action plans with information, tips, goals and rewards
to help drivers learn the new behaviour.
Strategy Approach The campaign used adverts on the T.V. and radio where their target audience was most likely to
see / hear them. The campaign also utilized social media which is extremely popular with the
target audience. Through this the campaign encouraged community involvement with discussion
on social media and a ‘get involved’ page on their website. The core of their strategy was a 22
 day action plan that gave drivers the tools required to kick the habit for good (Queensland
Government, 2017)

Outcomes This was an extremely successful campaign, winning many awards and being adopted by other
state governments in Australia ( State of Queensland, 2017). The key indicator of success is that
traffic infringements for illegal mobile phone use dropped by 22% for the 12 months after the
campaign started (State of Queensland, Queensland Police Service, 2017).

Campaign Get your hands off it

Who? New South Wales Government
Year 2013
Country / State Australia / New South Wales
Target Audience The target audience are males and females 17-39. This target audience were chosen as they
were researched to be the ones most likely to answer the phone when driving and were the
highest risk takers (State of New South Wales, Transport for NSW 2016).
What was it The campaign wanted to address excuses drivers use to justify using a handheld mobile phone
about? while driving. The campaign wanted to send the message ‘there is no excuse’. The campaign
aimed to create awareness that people were creating excuses, challenge that issue and then
motivate the drivers to change their behaviour (State of New South Wales, Transport for NSW
2016).
Focus This campaign took an Attitude and behaviour focus. The campaign sought to change people’s
attitudes by challenging their excuses as to why they use their phone when driving. The camping
then sought to change behaviour once drivers were aware that their excuses didn’t stick by
providing the resources needed to not use their handheld phone while driving (State of New
South Wales, Transport for NSW 2016).
Strategy Approach The campaign began with a humorous YouTube video designed to send the message ‘there is
no excuse, get your hands off it’ to the target audience. The campaign then used social media to
reach the target audience quickly in a place where they would see it. The second phase of the
campaign had T.V. and radio ads while also placing adverts on taxi’s and busses, again where
they would be seen often by the target audience. This promoted the message where drivers
would likely see the advert while performing the bad behaviour (State of New South Wales,
Transport for NSW 2016).
Outcomes This campaign was very successful, so much so the N.S.W. government extended and
expanded the campaign. The reason for this? Within 6 weeks mobile phone offences were down
11% across the whole of N.S.W. In Sydney alone 1200 few people were caught compared with
the 6 weeks prior to the campaign (The Motor Report, 2017).
Campaign Put me first, drive phone free
Who? New Zealand Transport Agency
Year 2016
Country / State New Zealand
Target Audience Young drivers who constantly use their mobile phone. These drivers have grown up with
technology and use it habitually without thinking about it (New Zealand Transport Agency, 2017).
What was it This campaign was about encouraging drivers to change their mobile phone use while driving
about? dangerous attitudes into safe mobile use behaviours. It aimed to make using your phone when
driving an awkward and uncomfortable experience that would encourage behaviour change (New
Zealand Transport Agency, 2017).
Focus The campaign used a behaviour focus. The campaign acknowledges that young drivers can be
influenced by others and are open to changes that are encourage by their peers. This campaign
aims to change the drivers behaviour by having peers (their passengers) ask them to ‘put me
first’ (New Zealand Transport Agency, 2017).
Strategy Approach The campaign took a humorous approach, but more importantly they take it from the passenger’s
point of view, this was to encourage behaviour change through the influence of peers. They
placed their adverts on T.V., YouTube and the radio where their target audience would see the
adverts. They also provided educational tools. Finally, acknowledging not all drivers have a
passenger, they released another advert called ‘the phony case’ This advert ‘sold’ a case in the
shape of a hand to create the same effect the prior adverts had and to continue social pressure
(New Zealand Transport Agency, 2017)..
Outcomes Firstly the campaign generated over 600,000 YouTube views and was mentioned around the
world. Whether that helped create campaign success (less deaths and injuries) via reach cannot
be ascertained.

In the two months leading up to the campaign there were 206 injuries and 5 deaths to driver
distraction. In the 2 months after the campaign there were 211 injuries and 5 deaths. However it
is not possible to ascertain which of these driver distraction deaths and injuries were due to
mobile phone use (New Zealand Police, n.d.).

However, looking at records for traffic infringements for using a handheld mobile phone while
driving, shows the campaign had mild success. There were 5181 infringements for the 2 months
prior to the campaign and only 4446 handed out after the campaign (New Zealand Police, n.d.).
Target Market Profile

To ensure maximum impact and reach, the target audience will need to be thoroughly
researched and cautiously considered. For complete statistics please refer to appendix
1.

Smart phone ownership is increasing with 81% of Queenslanders now owning a mobile
phone (Sensis, 2016). Furthermore, when this number is segmented to active drivers
the percentage of those who own a mobile phone is 91% (Commonwealth of Australia,
2014). In 2016 there were 1816 crashes as a result of using a handheld mobile phone
while driving, this lead to 25 fatalities. Adding to this, there were 18, 283 traffic
infringements for using a handheld mobile phone while driving (DataAnalysis, personal
communication, October 13, 2017), and it’s clear to see, the message is not getting
through.

The target audience for this social marketing plan will be active drivers, both male and
female, aged 17-39 years old who use their mobile phone while driving, even though
they know it’s dangerous.

The target audience have been chosen as research has shown these drivers are more
likely to use their phone for any purpose when driving (Department of Transport and
Main Roads, 2015). This target audience has a higher propensity for risk taking and are
more likely to over rate their abilities to drive and use the mobile phone at the same time
(Saifuzzaman, Haque, Zheng, & Washington, 2015).

The target audience are technology savvy with 96.5% of mobile phone owners using
their phone for social media, with the phone now being their preferred device for social
networking (Sensis, 2016). A worrying statistic is that 53.5% of the target audience
admitting they use the phone for social media in the car. The top four places the target
audience can be found are; Facebook (96.5%), Instagram (68.5%), Snapchat (63%)
and YouTube (60%), showing Facebook still reigns supreme with the target audience
(Sensis, 2016).

This target audience feel they need to use their phone so they fit in and remain included
with their peers. They are socially accepting of using a phone while driving and many do
it without thinking (Rowden & Watson, 2014). They feel the benefits (for example;
keeping in touch with friends and family and conforming to social norms) outweighs any
negative prospect because they have high self-efficacy that they can drive while using
their phone without crashing (Sanbonmatsu, et al., 2016).

Finally, the target audience is in the contemplation to preparation stages. 72% agree
that using a mobile phone while driving is dangerous, and 55% agree effects on driving
abilty are severe, however, many of them believe this can be overcome by changing
other driving behaviours (for example; slowing speed or leaving larger gaps between
themselves and the car in front) to compensate for the distraction of using their phone
(Oviedo-Trespalacios, et al., 2017). This target audience knows and agrees their
behaviour needs to change, they just don’t know how to correctly do this to break the
socially accepted poor behaviour.

Target Market Barriers, Benefits and the Competition

The target audience have several barriers as to why they continue the bad behaviour.
They are risk takers who don’t believe a crash will happen to them (McDonald &
Sommers, 2015). They feel they are skilled drivers, who are invincible on the road
(Castanier, Deroche, & Woodman, 2013). They have a fear of missing out and thrive on
social inclusion, to them, preventing the use of their mobile phone makes them feel
uncomfortable (Musicant, Lotan, & Albert, 2015). The target audience needs to be
shown that a crash due to use of their phone while driving can happen to them.
Another barrier of this target audience is their perception of benefits. They use their
mobile phone while driving to read emails, update Facebook, tweet, take selfies, text,
make and receive phone calls, to browse the internet, for parking and navigation, to
keep in touch with family and friends, and to perform work duties outside of the office
(Sanbonmatsu, et al., 2016; CARRS-Q, 2017; Musicant, Lotan, & Albert, 2015). To
prevent them using their phone while driving with only the reward of not crashing or
receiving a fine (which they don’t think will happen to them) leads them to feeling they
are being asked to give up a lot for little to nothing in return. To overcome this barrier,
rewards need to be greater to encourage and motivate the target audience into action.

Behavioral Change Objectives

Objective 1:
Reduce the number of mobile phone related road crashes among the target audience
by 15% (272) in Queensland within 12 months of campaign start.

Objective 2:
Reduce number of mobile phone infringement notices issued to drivers in Queensland
by 16% (3000) within 12 months of campaign start.

Objective 3:
Increase percentage of the target audience who know the increased likelihood of being
in a road crash when using a mobile phone by 20% within 12 months of campaign start.

Objective 4:
Record 25,000 downloads of new driver rewards, kick the habit app within 12 months of
campaign start.

Objective 1 and 2 were chosen as they facilitate behaviour change. On average 17

people die each year on Queensland roads to mobile phone use. Furthermore on
average 24, 587 infringement notices are handed out per year (DataAnalysis, personal
communication, October 13, 2017). Objective 1 and 2 are aimed at reducing these
figures which in turn will reduce the cost to society and the economy.

Objective 3 was chosen because, to reduce road crashes through behaviour change,
the target audience must first be educated so they understand it can happen to them.
Once they know this they will be more likely to move towards behaviour change (Lee &
Kotler, 2015). To motivate the target audience to the action stage objective 4 is used.
The app will help provide the reward / motivation the target audience is looking for.

Guiding Theory

The target audience is complex, therefore two behaviour change theories have been
chosen to help understand the target audience and to help motivate them towards
behaviour change.

The main guiding theory – Theory of Planned Behaviour (TPB) is best to help
understand the target audience. TPB states behavioral intentions determine behaviour.
Furthermore these behavioral intentions are determined by three separate beliefs
(Castanier, Deroche, & Woodman, 2013).

1. Attitude: The belief about the likely outcome of performing the behaviour.
2. Subjective Norm: The belief of how they think peers perceive their behaviour.
3. Perceived Behavioral Control (PCB): The beliefs about their ability to perform the
behaviour (Zhou, Wu, Patrick Rau, & Zhang, 2009).

Currently, the target audience’s attitude is that a crash won’t happen to them, therefore
they do not need to change their behaviour. Their peers accept the use of a mobile
phone while driving so they can have constant connectivity with some even performing
the same behaviour when they are driving creating a normative behaviour (McDonald &
Sommers, 2015). Finally the target audience feel they are skilled at driving while using
their phone because they counteract the inattention with other behaviours, e.g. slowing
down (Saifuzzaman et al., 2015), therefore they feel they have a high ability to perform
the behaviour (McDonald & Sommers, 2015).

The second guiding theory is used to help motivate the target audience. Currently as
TPB explained, this target audience thinks a crash won’t happen to them, they are
skilled drivers, and phone use is accepted and expected by their peers, therefore asking
them to give up their phone creates ‘what’s in it for me’? This is where exchange theory
comes in. To motivate this target audience into action there needs to be an exchange
between the campaign and the target audience that they perceive as being equal to or
greater than what is being asked of them (Lee & Kotler, 2015).

Together, TPB and exchange theory can help motivate this target audience towards
action of the preferred behaviour by:

1. Turning phone use into a negative attitude by showing the target audience that
crashes can and will happen to them if they continue the current behaviour.
2. Creating a new perceived norm of not using the phone while driving amongst the
target audience and their peers by encouraging peers to be less accepting of the
current behaviour.
3. Changing their PCB by showing them no matter how skilled you are accidents
can quickly happen when you are not paying attention to the road in front of you.
4. Providing an exchange of tools and rewards that motivate and facilitate
behaviour change.
Positioning Statement

We want 17-39 year old mobile phone using, active drivers to see not using their
handheld mobile phone while driving as the smart thing to do and instead use the Smart
Driver Rewards app and a dash mount, as it is more important and beneficial than
risking using your hand-held mobile phone for constant connectivity while driving.

The positioning of this campaign will be behaviour change focused. This will be
achieved by changing the target audience’s attitude of ‘it won’t happen to me because
I’m a skilled driver’ to one of understanding road crashes due to inattention can happen
to anyone. Adding to this, we want to position using your hand-held mobile phone while
driving as the stupid thing to do and using the Smart Driver Rewards app in a dash
mount as the smart thing to do.

Attitude: It won’t
After campaign
happen to me

Using a
hand- Not
held using a
mobile hand-
phone held
while mobile
driving phone
while
driving

Attitude: It could
Before campaign happen to me

Figure 2 Perceptual Map

Strategy Specification

Product

Core Product:

Driving without using your hand-held mobile phone, and keeping your eyes on the road
is the acceptable, smart, safe, skilled and rewarding thing to do.

Actual Product:

Not using a hand-held mobile phone while driving and keeping eyes on the road.

Augmented Products:

There will be a website that will be a hub of information, hints and tips, peers stories of
‘it happened to me’ and will provide links to social media, the Smart Driver Rewards app
and places to purchase a dash mount. The website will also allow users to access their
smart driver account and spend their kilometer Koins. The website will be accessible
from both a desktop and a mobile device since over 35% of transactions are now done
on mobile phones (Australia Post, 2016). The main focus of the website will be the peer
videos and stories. These will be of people who have crashed due to mobile phone use
while driving. Their stories will be used to show the target audience it can happen to
them.

With 96.5% of mobile phone owners accessing social media, it makes sense to have a
large social media profile. The campaigns Facebook page will be about reminding the
target audience to not use their phone while driving. This will be done by various posts,
discussions, videos and links to the app. Furthermore, there will be videos posted to
YouTube, hashtags such as #ithappened2me, #itsasmartphonedontbstupid and
#dontbstupidjustmountit through Twitter and finally, images of smart drivers and trophy
winners on Instagram. This will help to keep the product fresh in the target audiences
mind.

Finally, there will be a new app created called Smart Driver Rewards. The app will be
used to answer the question, ‘what’s in it for me’? Furthermore the apps rewards will
encourage and motive the target audience towards to desired behaviour. The app works
by blocking all incoming text messages and phone calls. When a text message or
phone call is received the app will reply to the sender with a message, for example:
‘Natasha is busy driving and cannot answer the phone right now, she will return your
text/call when she reaches her destination’.

Past concerns with blocking apps are that when the car is stationary, at traffic lights for
example, the app thinks travel is over and unblocks, allowing the driver to text and call
at traffic lights. This sends the wrong message and still allows the undesired behaviour
(Rowden & Watson, 2014). Smart Driver Rewards will overcome this and create more
benefit for the user by adding maps to the app. The user can both enter an address and
have the app navigate them to the address, or the driver can set the app free driver
mode, where the map followers the user. This will allow the app to recognise when the
user is stopped at traffic lights etc.

Once the user has chosen either an address or free driver mode they hit the start
button. This blocks all calls and texts and begins allowing the user to earn Kilometer
Koins. The driver receives 1 kilometer koin per 5 kilometers travelled without using the
phone. The kilometer koins can then be banked until the user has enough to make a
rewards purchase. A full list can be found in appendix 2. If a user does use their phone
while driving they will incur a 500 kilometer koin penalty to discourage phone use.

There will also be trophies that can be earnt, these will have a brag option where, once
a trophy has been earnt, users can post a brag to their social media accounts. This will
encourage other users to be more like their peers who have adopted the new behaviour
and are now winning trophies for it. This will create acceptance of the new behaviour
and motivation towards the new behaviour. Finally the app will specify that it should be
placed in a dash mount.

3 Smart Driver Rewards app landing page

Price

For this social media marketing plan, the app will be free and therefore the only
monetary components will be a dash mount to place the phone in, if the driver does not
have one and data usage for maps, which will be minimal. There will be non-monetary
costs to the target audience. There will be a small one off time cost to download the app
and set up a Smart Driver Rewards account. The largest cost to the target audience will
be the fear of missing out on conversations and social activities. The rewards have
been designed to overcome this providing monetary rewards with some that encourage
socialness (sporting tickets) and non-monetary rewards in the form of trophies, which,
as they are earnt provide social recognition of overcoming the poor habit.

Placement

Place refers to where the target audience performs the behaviour and accesses any
tangible items (Lee & Kotler, 2015), which in this social marketing campaign is in the car
while driving. To ensure success of performing the desired behaviour, the tangible
items, such as the Smart Driver Rewards app are accessed in the car, bringing the tools
required to stop and overcome the poor behaviour to the exact place we want the target
audience to perform the new desired behaviour.

Creating the app for all mobile phone devices puts it easily at the place of decision
making. Finally, the target audience is ‘hanging out’ in their car on the phone to perform
the poor behaviour. As the target audience is already on their phone, the placement of
the Smart Driver Rewards app on all mobile devices places the desired behaviour in the
target audiences ‘hang out’ while also making access to the poor behaviour difficult
because they cannot use the phone for talking and texting while using the app.
Promotion

Slogan / Tagline:
1. It’s a smart phone, Don’t be stupid. Just mount it.
2. It happened to me

There will be T.V. adverts, radio adverts, a huge social media presence, a website and
finally billboards on taxi’s and busses. The promotional items have been chosen as they
are the places the target audience can be found. Each promotional item will run at
different times, dependent on where the target audience will be and when they are most
likely to crash. For example; radio adverts will be played between 7am and 7pm,
Thursday, Friday and Saturday as these are the days the target audience are most
likely to crash (DataAnalysis, personal communication, October 13, 2017). Placing
promotional items this way ensures the target audience sees them at the point of
decision making when they need reminding most (Lee & Kotler, 2015). For a detailed
description of each promotional item refer to appendix 4.

Figure 4 Example taxi billboard

Monitoring and Evaluation Plan
Objective
Reduce the number of mobile
phone related road crashes
among the target audience by
15% (272) in Queensland
within 12 months of campaign
start.
Reduce number of mobile
phone infringement notices
issued to drivers in
Queensland by 16% (3000)
within 12 months of campaign
start.
Impact Measures
Metric How the data will be How / When it will be
collected measured
Crashes prevented The data will be collected A data set of the previous year’s
from Department of through DataAnalysis crashes due to mobile phone
Transport and main request forms. The use broken down into weekly
roads, DataAnalysis turnaround for each and monthly statistics will be
records and statistics dataset request is 1 used to compare with monthly
working week. DataAnalysis statistics
throughout the campaign and at
the end of the campaign.
Reduced The data will be collected A data set of the previous year’s
infringement notices through DataAnalysis mobile phone infringement
issued from request forms. The notices issued, broken down into
Department of turnaround for each weekly and monthly statistics will
Transport and main dataset request is 1 be used to compare with monthly
roads, DataAnalysis working week. DataAnalysis statistics
records and statistics throughout the campaign and at
the end of the campaign.

Objective
Increase percentage of the
target audience who know the
increased likelihood of being in
a road crash when using a
mobile phone by 20% within
12 months of campaign start.
Record 25,000 downloads of
new driver rewards, kick the
habit app within 12 months of
campaign start.
Outcome Measures
Metric How the data will be How / When it will be
collected measured
Target audience Via quantitative surveys It will be measured by
knowledge that ask whether the conducting a survey prior to
person can remember campaign start to ascertain the
target audience’s knowledge of
crash risk. At the 6 month mark
and then again post campaign
the same survey will be
conducted. This will give the
ability to compare the target
audiences knowledge prior
during and after the campaign.
Target audiences Via records and 6 months into the campaign and
response to databases. For example at campaign end. If downloads
campaign element of both the play store and are low then more campaign
Smart Driver apple store provide promotion regarding the Smart
Rewards app information on how many Driver Rewards app will need to
times an app has been be done, or research into why
downloaded. the target audience is not
downloading the app.
Appendix

Appendix 1

Overall Statistics
Selected Characteristics Statistic number / percentage
People hospitalized due to road crashes 971
involving a mobile phone in 2016
Queensland road fatalities due to road 25
crashes involving a mobile phone in 2016
Mobile phone related road crashes requiring 668
medical treatment in 2016
Mobile phone related road crashes resulting 152
in minor injuries in 2016
Total road crashes due to mobile phone use 1,816
in 2016
Total road crashes due to mobile phone use 1,786
in 2015 for comparison
Mobile phone traffic infringements issued in 18,552
2016
Mobile phone traffic infringements issued in 23,266
2015 for comparison
Road Crash Fatalities* by Gender and Age in 2015
Age Group Males Females Totals
0-16 6 2 8

17-24 33 6 39

25-59 102 33 135

60-74 19 7 26

75+ 27 8 35

*A road crash fatality is when a person dies within 30 days of the crash as a result of
injuries sustained in the crash

Smart Phone Ownership Statistics

Age Group / Selected Percentage (%) of people
characteristics
18 – 29 99%
30 – 39 96%
40 – 49 88%
50 – 64 75%
65+ 47%
Total of Males 83%
Total of Females 80%
Queensland Total 78%
Australian Total 81%
Active drivers ownership 91%
Mobile Phone Usage While Driving Statistics
Selected Answer a Made a Read a text Sent a text
Characteristics phone call phone call message while message
while driving while driving driving while driving
Sex
Male 63 40 35 19
Female 49 30 29 18
Age Group
15 – 24 59 45 63 41
25 – 39 75 57 47 31
40 – 59 59 32 27 11
60+ 28 8 5 1
License Type
Full opens license 57 35 29 17
P1 / P2 license 70 62 69 47
Been involved in a road accident in the last 3 years?
Yes 68 47 40 28
No 53 33 31 16
State
Queensland 55 27 32 20
Attitudes towards Using a Mobile Phone While Driving
Talking on Mobile Phone Texting on Mobile Phone
Disagree Neutral Agree Disagree Neutral Agree
Need convincing to
believe it is 72 17 12 94 2 4
dangerous
Effects on driving
ability are likely to 55 21 23 89 4 7
be minor
Only people at risk
are those using a 88 6 6 91 4 6
phone while driving
It is completely
safe, because I am 70 17 13 85 9 6
careful
Presence of law
enforcement and
8 13 79 4 8 88
risk of a fine will
stop me ….

Appendix 2

Smart Driver Rewards

5% off vehicle registration

4 cents per liter off fuel
Vouchers for healthy food options e.g. Subway
Movie tickets
Sporting event tickets
Music event tickets
Vouchers for gaming stores e.g. EB Games
 $20 Voucher for car shops e.g.
o Supercheap Auto
o Repco
o Autobarn
o Auto One
$20 voucher for major retailers e.g.
o Kmart
o Big W
o Target
o Bunnings
o Costco
o Best and Less
$10-$30 voucher for various clothes shops e.g.
o City Beach
o Autograph
o Supre
o Country Road
o Sports Girl
o Lowes
$20 voucher for electrical stores
o JB HiFi
o Harvey Norman
o Good Guys

Each voucher would be worth different amounts of kilometer koins depending on its
worth, both actually cost and how much the user wants it. For example a $20 voucher
for Kmart might cost 500 kilometer koins where as a ticket to a Brisbane Broncos game
would cost 5000 kilometer koins.
Appendix 3

Sample Radio Advert

Story Teller Tim: “It happened to me…. My name is Tim. It was a Friday afternoon and
my girlfriend sent me a text. I still remember what it said, and my reply. I don’t
remember hitting the pole, or being cut out of my car, or the next few days. I do
remember being told I lost my leg………… All because of a text message”.

Voiceover: “1 in 4 will crash due to mobile phone use while driving. It’s a smart phone,
don’t be stupid, download the Smart Driver Rewards app today”.

Appendix 4

T.V. Advert
The T.V. advert will feature various well known Australian racing car drivers:

Craig Lowndes  V8 Supercar Driver for Holden’s Team Vortex (Lowndes,

 6 time Bathurst winner n.d.)
 3 time Australian Supercar champions
Molly Taylor  Australian Rally car champion (Talor, 2016)
 Youngest and first female rally car driver to win
Fabian  V8 Supercar driver for Ford’s Shell V-Power (Coulthard,
Coulthard Racing Team 2017)
 Current leader of the Virgin Australia Supercars
Championship 2017
 1999 Formula Ford winner
Ben Bray  Australian Doorslammer Drag Racing champion (Team Bray
 2 time Australian National Top Doorslammer Racing,
Championship winner. 2017)
These drivers have been chosen as they represent some of the most skilled and well
known drivers in their field in Australia. They will be asked to do a lap around a race
course at 60kms an hour while replying to a series of text messages. The advert will cut
back and forth between the driver looking down reading and replying to the text, to
scenes of the driver running off the track or missing a corner or hitting another race car.
The advert is designed to show that these highly skilled drivers cannot use their phone
and safely drive, what makes the target audience think they can. No matter how skilled
you are, looking down at your phone instead of up at the road will lead to a crash.

At the end of the advert the voiceover will state “you are 25% more likely to have a
crash when using your mobile phone while driving. Smart drivers earn rewards, not use
their phone when driving” the advert will then show the app and where it can be
downloaded from. The advert will run evenings when the target audience is likely to be
at home watching T.V. The adverts will alternate each week, running for the first 10
months of the campaign.

Radio Advert:
As the behaviour is performed in the car there will be four radio adverts. Two played for
the first six months of the campaign and two played for the second 6 months of the
campaign. Research has found the target audience is more likely to crash due to mobile
phone use during 7am-7pm on a Thursday, Friday or Saturday. Therefore, the adverts
will run at these times and on these days. This will ensure the advert reaches the target
audience at the time they are making the decision to perform the behaviour.

The 30 second radio adverts will tell four different peoples stories. They will start their
story with “It happened to me”. Once the have told their story (in 20 seconds). It will then
cut to a voiceover telling the listener to download the Smart Driver Rewards app. Refer
to appendix 3 for a sample radio advert.
Social Media:
Facebook, Twitter, Instagram and YouTube will be used to promote the campaign.
These will be heavily used because 96.5% of the target audience use social media.
YouTube will be used for a variety of ‘it happened to me’ videos of true stories from
people who crashed while using a mobile phone. The T.V. adverts will also be here and
a behind the scenes video for making the T.V. advert will also be here. This will create
credibility because people will be able to see the crashes that happened with the well-
known Australian racing car drivers in the adverts actually happened as a result of using
their phone.

Twitter and Instagram will post messages such as the ‘It’s a smart phone, don’t be
stupid. Just mount it’ message as well as statistics such as you have a 1 in 4 chance of
crashing if you use your phone while driving. Both Twitter and Instagram will also post
trophy winners names for social recognition of doing the right thing. Twitter will also
provide links to the app and website. Finally Facebook will be used to do everything that
Twitter, Instagram and YouTube are doing as well as creating conversations around the
issue to encourage acknowledgement and social pressure of the problem. Facebook
posts will also remind people it’s a 1 in 4 chance of crashing if you use your phone while
driving.

Website:
The website will be accessible on desktops and mobile devices. It will have ‘it happened
to me’ videos and allow visitors to check and spend their kilometer koins. The website
will provide facts on the dangers of using a mobile phone while driving and will link to
social media, places to purchase dash mounts and the Smart Driver Rewards app.
Other Promotion:
The final promotional items are billboards and posters on the back of taxis and the side
of busses. This is a strategic move that keeps the desired behaviour in the minds of the
target audience in the very place they perform the behaviour. These signs will be placed
on busses and taxis that frequent areas where the speed limit is 60kms/h (for example
in the city or suburbs). This is because research has found the target audience are most
likely to crash due to mobile phone use in 60km/h zones. Finally, all forms of promotion
will constantly remind users the phone and consequently the app should be used in a
dash mount at all times while driving.

Figure 5 Example bus billboard version 1

Figure 6 Example bus billboard version 2

Figure 7 anti-mobile phone while driving symbol, will be attached to all promotional material
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