By considering the features that iPhone devices have, I was able to create a concept for how mobile phone use when driving could be completed. This can be read below.
To see whether the concept seems viable, I asked a few peers for their feedback on the matter. Overall, everyone agreed that the concept, technically, would work. However, one aspect that needed to be considered is electric cars, as their engines do not make a noise when the car is started. Upon researching into electric cars, I found that they all have individual start-up noises. Some of these can be heard below. If Apple was to take this concept forward, they would have to work with car manufacturers to create a bank of recognisable car start-up sounds that the microphone will listen for.
After careful consideration the main functional concept created can be seen below. This was used when developing the walkthrough video and other outcomes.
As no other feedback was made, I felt confident to move forward with the concept. As Apple are my main area of focus, their use of typography, imagery and colour needs to be considered, to ensure that the feature is designed to fit in with their current visuals.
On both mobile and desktop sites, Apple uses two main typefaces - SF Pro Display for headers and SF Pro Text for body copy. This is also used on IOS 9 and above, whilst Helvetica Light and Regular is used for IOS 8 and below.
In terms of Apple's colour use, text is monochrome and icons are colourful. Icons tend to be accompanied by one word, or two max, and use very simplistic visual metaphors. Layouts are kept organised and as simple as possible for an easy user experience.
As I want to target the highest percentage of mobile phone users in the UK, I used the research made into the best selling phones to choose a device that will be targeted. The campaign would attempt to work with various mobile phone providers; however, for the purpose of this brief, I am going to focus on just one.
As found earlier in the project, the best selling smartphone in the UK was the iPhone 6, alongside various other Apple devices that have dominated the market. Because of this, I have chosen to focus my feature on being integrated into Apple iPhone devices - particularly the iPhone 6.
In terms of the capabilities that Apple have over their user's devices, one very recent update that they introduced highlights how they can bring in new features with ease. The recent update caused people's iPhones to be permanently disabled if the handset detects that a repair to the fingerprint sensor has been carried out by a non-Apple technician. Apple did this as a safety measure, to prevent third parties from stealing information from their users. Whilst a fix has been released since the update, this matter highlights the power that Apple has to bring in a new feature.
To see whether there are any solutions to the problem of mobile driving distractions, research was made into existing apps and concepts. The first app that I came across is one called 'iCarMode', which essentially simplifies the iPhone user experience into one platform. Large icons and type are used for easy access and the phone essentially works like it would if connected to the car over Airplay. Whilst this may speed up the time spent by users on their devices when driving, it does not prevent distractions in any way - users can still use their phones, and can still receive and make texts whilst driving. For this reason, it is ineffective in solving the problem.
The second piece that I came across is a device called RiVE. This is a third-party device that can be plugged into mobile phones before driving. It blocks you from using your phone when driving and automatically sends out a message to anyone who is trying to text you, awaring them that you are driving.
This is much more effective than the previous solution found, as it physically stops people from using their devices when driving. The only negative aspect to such an idea is that it is a product. People who are obsessed with their phones, or do not realise the dangers of using their mobiles when driving, will most likely never consider buying a product or app that stops them from doing so. A feature needs to be put in place that can not be open to choice. Some aspects of this product can be taken from when developing my own feature; however, it must be compulsory.
The best concept that I found that aims to tackle the issue of mobile phone use when driving is a concept called 'Car Mode', produced by Joey Cofone and Michael Vanderbyl. This is an automatic feature integrated in the iPhone that passively turns your phone off when connected to your vehicle's bluetooth. You are still allowed to receive calls and sat-nav directions from the device; however, you cannot text people and can not fully use your device. The proposal of Apple partnering with insurance companies is one interesting incentive that could work to help encourage people to use such a mode on their devices.
Whilst the concept is very strong, there are two main issues that I have identified with the concept. Firstly, the name is not entirely relevant. Whilst many offenders use cars, there are also offenders in other vehicles, such as vans and lorries. It was found in the research stage that mobile phone users in vans are more problematic than those in cars in the UK. This concept is American however; therefore, it may be more appropriate. The second issue with this concept is that many cars do not have bluetooth. As the entire concept is reliant on this, drivers that do not have bluetooth are able to choose whether they can use their device in their vehicles - an ineffective solution to the problem. The feature should work, no matter what car people have, and should not be optional.
As it is clear that there needs to be a more effective feature that is integrated into Apple devices, some further research was made into the features that smartphones have.
As the 'Car Mode' concept analysed relies on cars having bluetooth, a more effective device feature needs to be found that can work in any car, no matter what capabilities it has. The iPhone 6 is the most popular-selling phone in the UK, therefore I looked at its specifications. One feature that all iPhones have is internal microphones, which applications can use to record external sounds. One possibility that could be introduced is to use the microphone to pick up the sound of a driver starting their car. When the sound is heard by the device, the car's drive safe mode could be launched.
Another feature that iPhones have is various sensors. These all have different functions; however, the most appropriate have been listed below:
• Proximity sensors – This sensor can determine how close the iPhone is to your face. This sensor is what helps the iPhone turn off its screen automatically whenever you hold the phone up to your ear for a phone call. This is necessary to prevent accidental button clicks by the side of your head when talking. This could be used to prevent drivers from calling people on their phones (detected by when the driver goes to put their device to their ear).
• Motion sensor/accelerometer – This sensor enables iPhones screen to automatically switch from landscape to portrait modes and back again based on whether you’re holding the phone up and down or sideways. The sensors are also very advanced - they can record how fast people are moving also, which could be used as part of the mode concept.
Another feature is the iPhones GPS. This is how apps, such as Snapchat, record the speed in which you are travelling. They use the GPS of your phone to figure out where you were at two different points in time. It then measures the distance between these points. Velocity=Distance/Time. This method works best when you are trying calculate the average speed over a period of time while travelling in one direction. The more you change your direction the less accurate it will be.
These features will be considered to find an answer to the problem.
For my report, I chose to cover the following points regarding the briefs completing in this module:
Why I chose briefs
What went well/successes
What didn't go well/problems and what could have been improved
What I have learnt from each brief and how it will impact my practice as a whole
What I thought of the module
The final, multi-page PDF as set can be seen below. I just included images of the final resolutions, as the development and production of all briefs can be found on my design boards and blog posts.
Content (if the PDF does not work):
In this module I picked briefs that would allow me to improve my design skills and communication skills, as well as enhance my exposure in the professional world.
In the first studio brief I worked on two minor briefs - Cocoloco and the Colouring Book brief. These were chosen mainly because the outcomes required were packaging designs and illustrations - two areas that I have not focused on this year in any other modules. I thoroughly enjoyed the packaging brief, mainly because it incorporates aspects of branding and luxury design, which are areas that I feel the most confident pursuing in Level 06. The colouring brief project was my least favourite in this module, purely because I do not enjoy illustration and find it very difficult to do well. Despite this however, I managed to improve my Illustrator skills in the project, and produced an illustration that, I feel, is successful in combating stress. Looking back, everything in these two briefs went to plan, mainly because I was organised and stuck to a time plan. If I could have done anything differently I would have submitted my mandala patterns, as I now think they held more potential for getting featured in the book.
I also worked on a major brief - Megalodon. This was a paid live brief that was taken on purely because of the opportunities it provided in terms of gaining new contacts in the superyacht industry and possible future clients. Out of all the individual briefs completed this was the biggest success because my designs were accepted for use and production by the client. Completing such a professional brief improved my presentation skills and communication skills hugely, and has improved my confidence when completing briefs outside of University. I also learnt how important time management is in this brief, as clients expect deadlines to be fully met in the real world, and how you can challenge the client to put across your design views - not just go by theirs.
Overall, I found the collaborative project far more challenging than any of the individual briefs completed, purely because it was difficult to keep regular communication with other course students and ensure that everyone completed an even amount of work. As I am used to working with Harrison, through the Designbytwo project and PPP collaboration, it was easy to keep updated with him; however, as Grace and Oli had different coursework deadlines and University schedules, it was quite difficult to meet up. Despite this I think that I became aware of my social skills, as myself and Harrison were constantly in charge of setting up meetings and keeping the team organised.
As a whole, I am really proud of the outcome we produced for the Hasbro brief, as I think it has a very high chance of getting through the competition. Despite the challenges, in regards to communication, we did work well as a team, producing all deliverables on time and submitting the work to D&AD. I definitely think that my confidence has improved when approaching other course students. I also have a better understanding of what is expected from Award organisations, and how beneficial they can be. I essentially chose to do the Hasbro party game brief because barely any people were interested in doing it at LCA. This will allow more of a chance to potentially do well in the competition, as less people will be entering for it. All-in-all, creating a party game was very different, but a lot of fun. I really enjoyed the design process and found the concept process very interesting too. It is definitely one area of design that I would like to explore further in the future.
Overall, responsive was one of my favourite modules completed on the course to date. Having the chance to choose my own briefs allowed me to focus on improving certain areas of my practice, and allowed me to complete work that I thought would benefit to my professional practice in terms of exposure and connections. In Level 06 I am definitely going to enter more live competitions, and want to continue working with other course students to further improve my communication skills.
After researching further into the issue I was able to generate a variety of possible ideas that aim to increase awareness and physically reduce the problem.
Idea 1
After visually analysing some examples of awareness posters it became clear that there needs to be more campaigns that are distributed to people's phones. The distribution of still campaigns seem slightly ineffective; the majority are printed posters and billboards that would be on display by the sides of roads and other vehicle areas. Whilst this is one way of trying to grab the attention of drivers, it seems counter-productive, as it would be more effective to distribute the content to people's phones, where people that use their phones regularly would be aware of the problem before getting in their vehicles.
Another point picked up on when analysing existing awareness posters is that there seems to be a lack of statistical campaigns. This may be because mobile phone car crashes are hard to measure; however, there are some statistics on the matter that could be used to aware people of the dangers. As the Police campaign found does not use any chilling, attention-grabbing imagery, as seen in the Think! campaigns, it would be interesting to combine statistics with a similar aesthetic to grab people's attention and inform them of the real-life consequences of using mobile phones when driving.
Therefore, this idea focuses on creating an awareness campaign that is digitally distributed to people's phones, as opposed to physically on the sides of roads and on billboards. The campaign would be statistically driven, and would use chilling imagery, such as the visuals seen in Think! campaigns, to grab people's attention. In terms of this imagery, a focus would be put on a variety of vehicles - not just cars - as lorry and van drivers are both large to blame for mobile phone use when driving. Outcome formats would have to be suitable for distribution on mobile devices; therefore, posters would have to be portrait, for optimum screen coverage, and would be designed in RGB for the best colours possible.
By using some statistics found in the research stage and looking at the style of Think! campaigns, a quick mockup of how a digital poster campaign could be distributed was created. Posters could be given to Police social media pages, which could then be sponsored and distributed to people's feeds. The mockup below uses North Yorkshire Police to highlight how a poster could be promoted.
Idea 2
The second idea is similar to the first idea; however, it revolves around distributing a video online, as opposed to digital posters. In a previous project completed in the Context of Practice module this year it was found that consumers are 27 times more likely to click through online video ads than standard banners. Furthermore, recent studies have shown that videos will account for 69% of all internet traffic by 2017, with static images declining fast, at a rate of nearly 45 percent. The most effective length for video ads is 30-60 seconds long, where 44% of Facebook ads were viewed to completion. In this sense, video campaigns are more effective in targeting users.
For this idea therefore, a campaign would be launched that is entirely video-based, distributing 30-60 second ads on social media. The ad would use hard-hitting facts and chilling imagery to aware people of the dangers and consequences of mobile phone use when driving. A quick mockup of how the video could be distributed can be seen below.
Idea 3
The final idea generated is different from the first two created. Instead of increasing the awareness of the issue, this idea would aim to physically stop people from using their mobile devices in their vehicles. My idea is to introduce a feature that automatically limits people's phones before they begin driving their vehicles. Further research would have to be made into existing solutions to the problem; however, the solution needs to target the highest percentage of mobile phone users in the UK.
In terms of distribution, the feature would be integrated into a software update for certain mobile devices. In a sense, I would like to produce a feature that works in a similar manner to Apple's 'Airplane Mode', which limits certain features on the iPhone. Whilst this can be turned on and off, I would rather make the feature compulsory, to ensure that those driving their vehicles are not distracted by their phones in any way.
Feedback
After generating the three ideas I pitched them to a mixed crit group of people aged between 17 and 24 - the identified age group that is most problematic in terms of mobile phone use when driving.
As I explained that mobile phone use behind the wheel is getting worse each year, people pointed out that awareness campaigns clearly have not made much of an impact in preventing the issue. Whilst people thought that the video campaign idea would be more effective in grabbing people's attention, they thought that it still would not be impactive enough to put people off using phones behind the wheel. The last idea presented was the most liked, mainly because people identified that it would not be a voluntary prevention; people would not be able to choose whether they use their phones or not in the car, which is very effective in minimising the problem. For this reason, it felt more appropriate to focus on the third idea when producing a solution to the issue. People suggested that I research into existing solutions and see whether such safety features exist.
Before creating any ideas, the audience of people linked to the issue of using a mobile device in a vehicle had to be researched into. The 2014 and 2016 RAC Reports on Motoring thankfully summarises such demographics and statistics in a clear, easy-to-understand manner.
As seen in the two bar charts above, the problem likes mainly with drivers aged under 29. People tend to use their mobile phones more often when stationary in traffic, and have the phone to hand, as opposed to by ear. This highlights how much of the problem is people looking at their devices, opposed to holding the phone to call people. Further ideas will therefore concentrate on targeting a younger age group, as this appears to be where the issue is most problematic.
Another chart found highlights the use of hand-held mobile phones in terms of gender. As seen below, men are more to blame for the use; however, women are only roughly 0.5% behind men. In this sense, both genders should be targeted, as the problem is fairly universal overall.
ln terms of the actual vehicles in which offenses occurred, van drivers are the biggest offenders, followed by car and large lorry drivers. This is one aspect that I would have overlooked, as the majority of awareness campaigns focus on cars in their ads. This is definitely one area that will be considered when generating awareness ideas.
Alongside making some research into the issue itself, further research needed to be made into the current situation of mobile devices in the UK. This will allow me to understand the issue more, as I will learn which mobile devices people are using the most, and how resolutions could be made.
According to Ofcom, the UK is now a smartphone society. Ofcom’s 2015 Communications Market Report finds that a third of internet users see their smartphone as the most important device for going online, compared to 30% who are still sticking with their laptop. The rise in smartphone surfing marks a clear shift from 2014, when just 22% turned to their phone first, and 40% preferred their laptop.
Smartphones have become the hub of our daily lives and are now in the pockets of two thirds of UK adults, up from 39% in 2012. 90% of 16-24 year olds own one; but 55-64 year olds are also joining the smartphone revolution, with ownership in this age group more than doubling since 2012, from 19% to 50%.
Smartphones overtake laptops as UK internet users’ number one device.
A survey has revealed that the number of the smartphone users has peaked in the UK, with 81% of the people gaining access to the device. The study, conducted by business advisory firm Deloitte, has also found that a third of the UK adults and half of 18-24 year olds check their phones in the middle of the night.
In terms of smartphones, the most popular UK devices on the market in 2015 can be seen above. Amazingly, only Apple and Samsung feature in the top with no sign of smartphones from HTC, Sony, LG or Motorola. Last year, Apple continued to dominate the market with the iPhone SE being the best selling smartphone in the UK.
To see what campaigns are already out there, awaring people of mobile phone usage when driving, I analysed some existing examples.
Think! is the Department of Transport's dedicated road safety website, with guidance and information for all road-users. After researching into awareness posters it became clear that Think! has put the most into mobile phone use campaigns. Some of the posters and billboards made can be seen below.
Their campaigns tend to take two approaches. On one side, their campaigns use visual puns and clever design to grab people's attention. Two examples of this can be seen by the top two posters, where they have visually portrayed the message of how difficult it is to concentrate on two things at the same time. The second side of their campaigns are much more chilling and emotional, playing on guilt to make people consider the consequences of their actions when using their phones when driving. This is essentially done by using sad, disturbing imagery that really grabs people's attention. This can be highlighted by the banner and YouTube campaign. Both approaches are very serious and direct with their messages.
Another example of how visual puns have been used in advertising can be seen by Touch & Yasa's campaign against texting and driving. A poster that visually links mobile phone use to car crashes can be seen below.
I was only able to find one Police poster online, which can be seen below. This is much less about the use of imagery and more about using hard facts and figures. Once again, a serious tone has been used to highlight the importance of the issue. This poster seems much less thought-provoking than the other posters, however. This may be because the colours and imagery used are brighter and less chilling than those in the Think! ads. Whilst this may not be as attention grabbing, this poster actually aware people of the consequences of being caught using mobile phones when driving - an aspect that the other posters do not focus on. It is surprising that Think! have not used statistics in their ads; it could be interesting to combine Think!'s overall campaign aesthetic with hard-driven facts.
As the examples found above are still campaigns, I looked further into existing video campaigns also. Similar to the still campaigns, these videos are emotional and show the issue panning out. Whilst they show car crashes taking place in the videos, it is hard to judge whether they are effectively awaring people about the issue, as neither include information, such as stats and figures, on phone usage behind the wheel, and what the law is. This is one aspect that could be explored further.
After analysing various campaigns it is evident that they all follow a similar theme. Very serious tones of voice are used to try and push the importance of the issue. All the campaigns found revolve around using imagery of crashes and mobile phones. They also either try to make the viewer feel guilty, or emotional, in an attempt to push the message as effectively as possible.
There seems to be a lack of statistical campaigns. This may be because car crashes due to mobile phone use are hard to measure; however, there are some statistics on the matter that could be used to aware people of the dangers. The distribution of still campaigns seem slightly ineffective; the majority are printed posters and billboards that would be on display by the sides of roads and other vehicle areas. Whilst this is one way of trying to grab the attention of drivers, it seems counter-productive, as it would be more effective to distribute the content to people's phones. This way, people that use their mobile phones regularly would be aware of the problem before getting in their vehicles. Posters could be distributed on phones, so that people are made aware of the issue through social media sites. The video campaigns found are distributed online; however, they are too long to grab people's attention (it was found in a previous project that 44% of 30- to 60-second video ads on Facebook were viewed to completion). In this sense, social media campaigns could be re-imagined, so that they are concise and immediately attention-grabbing.
Whilst such awareness campaigns exist, it is evident that they are not physically stopping offenders from using their phones. They may change some people's perceptions on the matter; however, they do not physically limit drivers from using their phones. In this respect, it is hard to judge the effectiveness of such campaigns. A feature needs to be put in place that stops drivers from using their phones when driving. This is one idea that I will later explore.
To find out more about the issue, I have researched further into facts, laws and news around mobile phone use when driving.
The Law - It is illegal to use your phone while driving or riding a motorcycle unless you have hands-free access, such as:
• Bluetooth headset
• Voice command
• A dashboard holder
The law still applies to you if you’re:
• Stopped at traffic lights
• Queuing in traffic
• Supervising a learner driver
You can use a hand-held phone if either of these apply:
• You’re safely parked
• You need to call 999 or 112 in an emergency and it’s unsafe or impractical to stop
You can get 6 penalty points and a £200 fine if you use a hand-held phone. You can also be taken to court where you can:
• Be banned from driving or riding
• Get a maximum fine of £1,000 (£2,500 if you’re driving a lorry or bus)
If you passed your driving test in the last 2 years, you’ll lose your licence.
Facts & News - According to the AA, research shows that you are four times more likely to be in a crash if you use your phone. Your reaction times are also two times slower if you text and drive than if you drink drive, and this increases to three times if you use a handheld phone. Even careful drivers can be distracted by a call or text – and a split-second lapse in concentration could result in a crash. This highlights how mobile phone usage in cars is as, if not more, dangerous as drink driving.
The Department for Transport revealed that, of the 88 deaths caused by distractions in 2012, 17 were due to mobile use. Unfortunately, The Department for Transport has not released any recent surveys on reports on mobile phone use; however, their last available document was released in 2014, named 'Seat belt and mobile phone use
surveys: England and Scotland,
2014'. The report highlights a variety of aspects related to mobile phone car crashes. One aspect highlighted is that the number of road deaths caused in a crash where the driver was using a mobile phone topped 26 in 2013. This is an increase from 2012.
Whilst this number is fairly low, Police believe far more road accidents are caused by drivers using their mobile phones at the wheel than is shown in official records, a new investigation reveals. Specialist collision officers say dangerous drivers are evading justice because police lack the powers and resources to probe whether a mobile phone may have caused an incident. Phones are only currently routinely seized following an accident that results in fatal or life-changing injuries. If police can’t detect the full extent of this behaviour then we are missing an important part of the investigation picture. A study found that three quarters of collision investigators who were interviewed said they had been unable to report the full proportion of road accidents linked with mobile phone use within the last year. Road safety campaigners were warning that mobile phone distraction will become a bigger killer on the UK’s roads than drink driving by 2015.
Almost 8,000 drivers were caught using a mobile phone behind the wheel during a week-long crackdown by police at the start of 2017. Officers in England, Wales and Northern Ireland issued more than 40 fines an hour during the campaign in November.
One interesting point that I observed in the research stage was that people are much more aware of the dangers of drink driving than mobile phone use when driving. Despite mixed political views, Prime Minister Theresa May has said she wants to make using a mobile phone at the wheel as socially unacceptable as drink-driving, comments that echo the RAC's stance on the issue. May said the Government would work with the public to "raise awareness" of the dangers of driving and dialling.
She said punishments for drivers who kill and maim people because their attention is on their phone should be made to 'fit the crime', as a deterrent to other motorists. Tougher penalties are due to take effect next year, thanks in part to pressure from the RAC.
RAC research released in September showed that the number of motorists that think it is acceptable to make a quick call doubled from 7% in 2014, to 14% in 2016. The organisation’s road safety spokesman Pete Williams said 'Better enforcement needs to be backed up by more driver education about the true dangers of handheld mobile phone use, and a heavyweight road safety campaign akin to that which has been successful in making drink-driving socially unacceptable'.
It is therefore very clear that the need to crack down on the issue is becoming more and more noticed by the Government.
According to the Telegraph, drivers could be blocked from using their mobile phone in the car amid plans being drawn up by ministers and technology companies to cut the number of fatalities on British roads.
The Department for Transport were to meet handset manufacturers and network providers in January 2017 to thrash out proposals to prevent people from texting and making calls at the wheel as part of a tough new crackdown.
Plans to use GPS technology to blocks calls and messages as soon as a driver reaches a certain speed were understood to be on the table, as well as the introduction of a drive safe mode, similar to the existing airplane mode, which could be installed on phones in the factory. Ministers are working on the tough new rules as part of a broader plan to curb road deaths related to mobile phone use, which account for around 20 fatalities a year.
Transport minister Lord Ahmed told the House of Lords that the meeting will consider 'safe drive modes, or other practical applications, when a person is driving'. So-called drive safe modes are already used in America and work by blocking mobile phone use when the user is travelling over a certain speed. However there are concerns about whether they would be compulsory or switched on by the phone user and whether they would block people using their mobile on public transport. It is not yet clear whether the app would be turned on by the manufacturer or left open to drivers to decide.
Feedback - To get some feedback on the issues and ideas raised in the previous blog post I had a discussion with a few peers. Whilst the discussion was very brief, I wanted to see which issue people thought was the most specific, and which issue needed to be resolved the most.
Overall, everyone that I spoke to identified the issue of mobile phone drivers to be the most specific. People thought that the first issue - social media challenges - would be very difficult to aware people of, as they are very difficult to stop once trending and could even lead to people being intrigued into looking into challenges, as opposed to staying away from them. In terms of the second issue - social media addiction - people thought that the issue was too broad, as there is no recommended guideline for how much time should be spent on social media. Furthermore, many people highlighted that, whilst they know that they spend too much time on social media, they do not really care about it, as it has a lot of benefits, such as being able to stay in touch with friends and family and find out about events in Leeds. As the number of car crashes has increased over the past few years, despite mobile phone use being illegal, my peers agreed that this is an issue that needs to be addressed.
Brief - Due to the feedback received it was clear that the most specific, problematic issue to focus on is mobile phone use when driving. To ensure that outcomes effectively tackle the problem, I have written a brief that I will use to inform further research and ideas.
Background
26% of all car accidents are caused by a driver using a mobile device. Because of this, severe physical injuries and even deaths have occurred. The cause is mainly due to Social Validation and Fear Of Missing Out, where drivers cannot focus on the road without using their mobile devices. According to findings published as part of the RAC’s Report on Motoring 2016, the number of drivers who own up to using a handheld mobile phone when driving in the UK has increased from 8% in 2014 to 31% in 2016. Additionally, there has been a rise in drivers sending a text, email or posting on social media, with the figure increasing from 7% two years ago to 19% today. This increase highlights that the issue is becoming more problematic, and that there needs to be a resolution that reduces the number of mobile phone drivers as much as possible.
The Task
Produce an outcome that attempts to reduce the number of car accidents caused by drivers using their mobile phones. This can either be done by increasing the awareness of the issue, or by physically preventing people from using their phones when driving. Target audience should be researched into and considered carefully to ensure that the outcome produced is effective. Alongside this, distribution will have to be considered, to ensure that the outcome is seen by the desired target audience. Outcomes could either be physical or digital.
