Since today kicks off the distracted driving emphasis patrols across Washington, I thought this would be a good day for a distracted driving PSA. While there is some debate over the effectiveness of graphic PSAs, I think this one does a good job of communicating the message, and here’s why:
- It doesn’t look like it was made by the government. Maybe I’m just remembering PSAs from my youth, but every time I see a PSA with high production values I’m surprised that it came from a government agency. I shouldn’t really be surprised anymore; there are a lot of quality PSAs out there. It’s just that there are a lot of stinkers too.
- It’s not preachy. Often, even well-made PSAs come across as the voice of an authority figure telling you what to do. That’s not always a bad thing, but if the goal is to reach young drivers (as this one apparently does) it’s better to let the story be the message.
- It’s real. Sometimes a PSA overstates the severity of a behavior, exaggerates the consequences or focuses on an extreme example, but this one seems pretty consistent with both the behaviors in the car and the outcomes that we read about in the news on a fairly regular basis. Plus, in just a few seconds I already like the kids in the car.
Take a look and share what you think.