Social marketing / Academic project
Phone Down Until Parked
A behaviour-change plan for distracted driving
Academic projectCampaign strategy concept
- Proposed behaviour reduction
- 25%
- Planned campaign length
- 6 months
- Proposed campaign budget
- $120–160K
An academic campaign plan for Edmonton drivers. The reduction goal, budget and timeline are proposed planning figures, rather than achieved campaign results.
The challenge
Encourage drivers to wait until they are parked before using their phones, with a proposed 25% reduction in self-reported use over six months.
My role
I co-developed the research, behavioural objectives, positioning, marketing mix, channel strategy, budget and evaluation approach.
What I delivered
- Audience and competing-behaviour analysis
- Behaviour, knowledge and belief objectives
- Positioning and marketing mix
- Channel and budget plan
- Evaluation framework
Strategy into decisions
How I approached the work.
Address the habit
The plan focuses on convenience, routine and the expectation of constant connectivity, including the belief that a quick check is harmless.
Offer a clear alternative
The message makes waiting until parked a specific, practical behaviour that drivers can adopt.
Connect channels and measurement
Digital content and contextual reminders reinforce the same action, with surveys and observational evidence proposed to track change.
Selected project visuals
The work in view.
Project outcome
Produced an integrated campaign plan that connects audience barriers, a specific behaviour, communications and evaluation.
How success would be measured
- Behaviour
- Change in self-reported phone use through pre- and post-campaign surveys
- Awareness
- Recognition of risks and campaign messages
- Delivery
- Media reach, website activity and distribution of campaign materials