distracted

Last week the NTSB said drivers should never use phones, texting, or apps.

NTSB calls for nationwide ban on PEDs while driving

Dec 13, 2011

Following today's Board meeting on the 2010 multi-vehicle highway accident in Gray Summit, Missouri, the National Transportation Safety Board (NTSB) called for the first-ever nationwide ban on driver use of portable electronic devices (PEDs) while operating a motor vehicle.

The safety recommendation specifically calls for the 50 states and the District of Columbia to ban the nonemergency use of portable electronic devices (other than those designed to support the driving task) for all drivers. The safety recommendation also urges use of the NHTSA model of high-visibility enforcement to support these bans and implementation of targeted communication campaigns to inform motorists of the new law and heightened enforcement.

"According to NHTSA, more than 3,000 people lost their lives last year in distraction-related accidents", said Chairman Deborah A.P. Hersman. "It is time for all of us to stand up for safety by turning off electronic devices when driving."

"No call, no text, no update, is worth a human life."

DEATHS IN 2010 RELATED TO TALKING OR TEXTING

NHTSA.org

3092NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION

23XMORE LIKELY TO CRASH WHILE TEXTING

NHTSA.orgNATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION

funnovationto the rescue

funnovationdefine the problemunpack motivationthink! funsuggest modalities

“it won’t happen to me”

the motivational issue:risk perception

DRIVING

LEVEL OF FUN

FACEBOOKTEXTING

Just let people have accidents.

solution 1

social networks mean this will likely happen faster than

before

if enough people know someone

who’s had an accident, the

behavior might start changing

tipping point

multiplier effect

serious game - driving simulation

solution 2(probably won’t work except in

drivers education...why would you play

it otherwise?)

...and drivers education may not actually

improve safety: bit.ly/s2FJ0p

easter egg/special challenge in-game

e.g. you get a phone call in GTA & crash (+messaging,

replays, stats)

doesn’t just have to be driving games (could be

an industry-wide initiative)

solution 3

Reward people who don’t use their

phones while driving (lottery model: every mile you travel while not using your phone earns you a

lotto entry)

use an accelerometer appwith different success tiers for

different activities, plus multipliers and bonuses

solution 4

if you’re on the move, your callers/texters receive a

prompt asking them if they really need to interrupt you

now

accelerometer-based voicemail delivery

timing & SMS timing

accelerometer-based voicemail delivery timing &

SMS timing

reward both sender and recipient

solution 5

Special car dock blocks calls, signals that you’re in the car.

plugging it in causes the game to start as an overlay with your GPS

(included). Includes: missions, power-ups, social sharing

augmented reality game based on GPS & phone

docks with social prizing model

solution 6

if we align motivation and incentives using gamified design

it can be done

vote for your favorite at dopa.mn/funnovation

Images used in this slide deck copyright of:

Slide 9 - Documenting RealitySlide 10 - The Politics of SystemsSlide 11 - Ryerson University

@dopamineagencyletsplay@dopa.mn

646.801.DOPA

http://dopa.mn

Named after the brain's own reward system activator, Dopamine is a creative agency focused on fun, innovative and gamified

campaigns for employees and consumers.

Find out how you can funnovate at dopa.mn