Dont Text While Drive Report

7/25/2019 Dont Text While Drive Report

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Executive Summary

There is a lot of application that able to found within the mobile phone or smartphone such as download the

song, write a blog, surf the internet and chatting through social medium like faceboook or twiter can cause the

addiction to use it getting increase. Even this have become one of culture among driver or rider in Malaysia and

whole country.

With the road accident that involves fatal have been recorded the highest total in Selangor and until now the road

safety still neglected among Malaysia driver, the problem indicate use of mobile phone while driving only can

worsen the accident's statistic. The research from other developed country like nited State of !merica, Sweden

and "apan found they are using the mobile phone as similar as driving while in drunk's state and this can

encounter the risk of accident from four until five time compare to those who not use it.

!nother research found if the drunk driver with risk of alcohol within the blood #.#$ percent, they will face the rise

of accident four time. These risk is as same as what happen if a person talk in phone and it able to escalate until

eight time if they send the simple te%t message &SMS. The increased of accident's risk to those who use the

mobile phone will occur on one or five minute before the accident and the reduction will dissapear after () minute

the drive not use the mobile phone.

*r !hmad +arhan said eventhough there is no statistic release by olice *epartment that have recorded total ofaccident due to the usage of mobile phone which consider as danger matter that must be emphasi-e.

Situation Analysis

The awareness about the danger of using the mobile phone among the road user in Selangor still low and it is

put a huge worry which have been admit by The ead *epartment /f 0oad Safety, *atuk Suret Singh. The

usage of mobile phone is one of negative behaviour and this is a very risking to the vehicle's driver and

motorcyle's rider which have e%pand and become part of norm in a few society especially the young age. The

culture of using the mobile phone while driving have been influence by the attitude and behaviour of a person.

Therefore, it is clearly show an issue which must be concern and overcome immediately. !ll of these matter

re1uire the self2consciousness, not only depend on the government or authority power to change this. We want

to figure out the solution in creating a campaign that is related to the *on't Te%t While *riving 3ampaign which

conclude 4

( ow to ensure the awareness for *on't Te%t While *riving 3ampaign reach the audiences

5 What are the best way to persuade the audience to participate this campaign6

7 ow to overcome the culture of using the mobile phone6

8 Which advertisement is effective and appealing to create compliance among road user6


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Audiences Analysis :

Demographic - A young teenager around 18 above who are using a car or

motorcyle, students or an employees for certain institution nor organization.

Geographic - hah Alam, elangor area.

!sychographic - "odern and urban who have smartphone or any communication

gadgets.

Objective of Campaign

1# $o educate the public about road safety

%# $o instil awareness towards the society

$o ac'nowledge the public the importance and appreciation towards one(s life.

)# $o convince the road users to be a courteous drivers.

Signicance of the Campaign

$hrough this campaign, it may be the best idea to ac*uire the attention of road+s

user to avoid any issue indicating the using of mobile phone while driving andhoping to cultivate a self to be safe and prudent whether driving any vehicle on

the roads. $his also able to reduce to total of fatal due to the road accident in

"alaysia, and possibly help to ma'e the road user in elangor to remain alert

about the safety of roads and create a sense of always be precautious in driving

culture.

Persuasive Method

(A) Attitude Function

1. alue pressive - $hey feel li'e it is crucial for them to /oin the campaign as

this campaign able to save many live from any fatal due to the tet while driving

issue. $hey may have one of their family member who have eperience in the

traumatic tragedy indicate road+s accident due to teting while driving which

may strengthen their core value and belief to be in this campaign. 0ecause they

feel sense of loving and responsibility to protect their family from particulardeath road issue.


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%. tilitarian - $hey are attract by the rewards of this campaign which may grant

them a things that they wanted li'e a any sort of prizes. Also they may /oin the

campaign because the they attempt to avoid any punishment and consider this

campaign as important or +authority+ side which encourage them to be with this

campaign.

&. 2nowledge - they wish to learn something new information which are valuable

for them to as their own secondary 'nowledge3pengetahuan am. $hey wish to

become the alert society on 'nowing the rate of accident in "alaysia and start to

ta'e that as a cautious steps.

). ocial Ad/ustive - !erhaps they want to be part of the society by participating

this campaign. $hey do not want to be left away after seeing many of 4oad

afety 5ampaign organized by the authority li'e 6264 or !D4" which drive them

to /oin in order to be part of afety 4oad sers.

7. go Defensive - $he campaign may reect the importance of safety road, butthey do not feel it as an re*uirement or su9cient matter for them to 'now.

"aybe they have no eperience in road accident due to tet while driving or they

refuse to learn more and unable to understand the true ob/ective :nding of this

event.

(B) A!" CO#C"$%

1# ;denti:cation - is determine in term of logo, slogan, colour, and any visual

illustration that reect the campaigns. air "alaysia and one of any higher

education institution such as ?;@,;$" or other to show the platform of

education institution wor'ing with the authority power to enhance the

trustworthiness of this campaign. $he slogan should be something touch the

reality of the road+s user life li'e tay Alive, Don+t $et and Drive. $he colour

play important aspect which can stimulate the mood or response of the road+s

user such as blac' and red colour. 0lac' de:ne power, mystery and elegant

whereas red indicate love, determination and passion. $he media logo also

re*uire such as $v&, Astro, raect to the

audiences.


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!articipation - to ma'e audiences active, this campaign should conduct

various of activities or programme. ?ot only to do an ehibition to inform the

safety guidance, we also need to bring an interesting things for audience to

involve themselves. Be want it fun and valuable eperience for them to create

some of unforgetable momento. uch as C-

a# A $al' or ectiveness or perform a show by "alaysian

celebrity such as singing, role-play which able to give entertainment to

audiences

c# A contest such as *uizzes, afety eat3=elmet 5ompetition, Debate nor colour

contest

d# @uc'y Draw win a luury prize li'e a car, holiday vacation etc

e# 5oupon3Groupon for those who attend the campaign

f#


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!eripheral 4oute - only judge by simple cues such as the celebrity endorsement, logo,

symbol, slogans, contest/rewards that can save their effortful thought.

(') Social udgement %heoy

1# @attitude of Acceptance - $hey will recognize this campaign if they have

previous eperience indicating the road accident which probably involve

themselves or one of their closest member famliy,friends, relative etc# Also,

they may attract by the rewards given with this campaign which can consider

valuable for themselves. 0ut mostly, those who have past eperiencetraumatic

incident# will easy to be within this category.

%# @attitude of 4e/ection - !erhaps , they may refuse if there have some obscene

image or feel unworthy by this campaign+s programme. Apart that, they never

eperience in any traumatic accident eperiences which conclude themselves inthis category.

@attitude of ?on- 5ommitment - vague about what fundraising campaign are,

the real purpose of this event and they may constraint with other urgency and

although they may possess the traumatic event.

(") Souce Facto

1) Charisma - use of celebrity like ul !riffin any other relevant famous people who considerhas a compelling charisma to attract more audiences in these fundraising campaign.

") !uthority - #nvolvement $%$& , '(&, inistry of *ome !ffair alaysia serve as the

authority power that influence through compliance.

+) Credibility - the trustworthiness of this campaign can be identify through the logo,

acknowledgement by authority, involvement of celebrity show through epertise,

trustworthiness, goodwills, etroversion, dynamic, sociability and composure.

) ocial !ttractiveness - alaysia celebrity such as ul !riffin or (ato !nil *j 0awawi

and cha !l ahya or 2mma aembong has an e3uality in likeability, similarity and physical

attractiveness or contetual factor.

(F) Message Factor

1)0eed to put the detail information about guidance to be safe road4s user and inform the

advantages and disadvantages of related information. ore to 5wo sided message contents is

easier audience to distinguish and get a clear comprehension/understanding.


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")ay put the emotion value as pathos4 element such as a victim of accident road users who

are handicapped or fatal as emotion appeal to create more effective awareness to audiences.

6se family theme picture to instil more emotional value, a person who dearest may influence

very well the perceptual of audiences.

+)5he 2vident must also include on, show the proof in form of statistic, words from

prominence people, picture of accidents happen in alaysia, '(& also need to demonstrate

how to do a correct way of &oad4s afety 7uidance.

) Conclusion drawing - must provide eplicit contact for in3uiry like telephone number,

websites name, social media4s name for audience able to get contact to learn more about the

campaign.

Documents

Dont Text While Drive Report