Ad Campaign To Reduce Auto Deaths Among Young Drivers

Attorney General Richard Blumenthal, 49 other states, Students Against Destructive Driving (SADD), The Ad Council, and the American Auto Association (AAA) today unveiled the "UR the Spokesperson" ad campaign to slash fatal accidents among people aged 15 to 21.

The campaign, which includes television and radio public service announcements (PSAs), a web site and a to-be-announced contest, seeks to reduce car crashes among younger drivers by encouraging their peers to speak up when they drive recklessly. Research shows that younger drivers are more likely to listen to friends who criticize their driving than adults because they don't want to be labeled bad drivers or risk damaging friendships.

The campaign also seeks to increase awareness of the dangers of reckless driving and to encourage young drivers to obey speed limits, avoid distractions, wear seat belts, and be aware of the differences between driving an SUV and a car.

"This campaign strives to reduce the unacceptably high number of young people killed or injured - 3,500 fatalities, 300,000 hurt - each year in car crashes," Blumenthal said. "Many of these deaths and injuries are preventable, resulting from reckless or thoughtless driving. This campaign seeks to slash those tragic statistics by encouraging young people to speak up when their friends drive dangerously. A friend's sharp words are more likely than an adult's long lectures to temper and tame risky driving. The 'UR the Spokesperson' encourages young people to speak out when friends drive recklessly."

National Highway Traffic Safety Administration (NHTSA) data shows that, on average, more than 300,000 teens are injured in car crashes each year, nearly 8,000 are involved in fatal crashes and more than 3,500 are killed, making vehicle accidents the number killer of young Americans. NHTSA research also shows that teen drivers are involved in more than five times as many fatal crashes as adults. Young drivers are more likely to speed, run red lights, make illegal turns, and die in an SUV rollover, research shows.

The campaign uses $3 million from a $30 million settlement between Ford Motor Co. and all 50 states over alleged deceptive trade practices related to the sale and advertising of Ford sport utility vehicles. The remainder of the money underwrote the 2005 ESUVEE ad campaign encouraging SUV safety.

All Connecticut's television stations will receive the "UR the Spokesperson" PSAs, which along with the web site and contest were created for free by North Castle, a Stamford-based advertising agency that specializes in reaching teens. The stations will determine when to air the spots.