NHTSA and ABC Radio Alert Attention to Dangers of Distracted Driving

    DALLAS & WASHINGTON--(BUSINESS WIRE FEATURES)--May 8, 2001--ABC Radio Networks, in conjunction with the National Highway Traffic Safety Administration (NHTSA), has launched a 50-state public service campaign to educate individuals about the perils of distracted driving.
    According to NHTSA, driver distraction is perhaps the most complex safety issue facing drivers today. Defined as anything that seriously impairs the driver's focus and cognitive attention to the road, distracted driving is estimated to be a contributing factor in about one in four collision in the United States -- approximately 4,300 crashes each day.
    The ABC Radio Networks and NHTSA prevention initiative feature the broadcast of a series of 30- and 60-second radio announcements, designed to inform the Networks' 126-million-weekly listeners about the risks of a driver's distracting behaviors. Highlighting a range of such actions as eating, or turning one's head in conversation, the spots also emphasize the economic and other impacts of distracted driving collisions. The campaign also addresses prudent use of technology in the car.
    ABC Radio Networks developed the announcements and donated the airtime for the PSAs scheduled to run over 25 times each week at no cost.
    "We are deeply concerned about the serious and growing problem of driver distraction on America's roadways. This public outreach campaign is an important step toward meeting a critical safety challenge," said L. Robert Shelton, NHTSA's Executive Director.
    "There is no better place to remind the public of the hazards of distracted driving than when they are in the car," said Traug Keller, President of ABC Radio Networks "Radio is perfect because it reaches 98 percent of all Americans every day while they are driving and listening. We are doing this because we believe we can make a difference and actually help save lives."
    The economic impact of driver distraction -- including emergency medical service, police involvement, insurance, and court costs -- is substantial, according to NHTSA. The Administration is currently conducting research to examine the issue more closely and will publish a number of studies that will address the distracted driving and its full impact.
    "Through state-of-the-art technology and a coordinated research approach with our partners in industry and university settings, NHTSA's research program on driver distraction is advancing rapidly. Soon we will have unprecedented opportunities for detailed, repeatable research on driver response to distractions," said Mr. Shelton.
    "We are committed to getting this message out because it's the right thing to do and it's consistent with ABC Radio Networks' legacy of leadership in broadcast media," said Kevin Miller, senior vice president and chief marketing officer, ABC Radio Networks. "Radio is a powerful medium and the involvement our listeners have with ABC Radio programs will go a long way toward ensuring our distracted driving prevention message is heard and heeded by the public."
    ABC Radio Networks airs the public service announcements on all six full service national networks, as well as on selected syndicated programming. The commercials have also been offered to ABC Radio Networks affiliates for local airing. The campaign will be given numerous national airings per week, as part of the company's community service.
    ABC Radio Networks also has plans with NHTSA to develop a second phase of the campaign that features personal accounts and commentary to debut later this year, said Miller.
    NHTSA's mission is to save lives, prevent injuries, and reduce traffic-related health care and other economic costs. The agency develops, promotes, and implements effective educational, engineering, and enforcement programs that are directed toward ending preventable tragedies and reducing safety-related economic costs associated with vehicle use and highway travel.