In recent years, whether an individual is walking, driving or bicycling, it is fairly easy to find smartphone addicted people on their phone. In addition, AT&T, the second largest company provider of mobile phones in the United States, surveyed 1,400 American adults between the ages of sixteen to sixty-five who drive every day, and at least once had texted while driving. Unsurprisingly, the survey result showed that 98% of them admitted that texting while driving is highly risky and dangerous. For this purpose, a group of artists have created a new PSA (Public Service Announcement) and named it as TextWreck to advocate the dangerous effects of texting while driving. This public service ad briefly shows the cause and effect through animated emoji and effectively promotes the idea of not texting while driving while raising awareness of this hazardous behavior.
Interestingly, this PSA chose to use animated emoji text messages for their advertising campaign because they think it is the best way to get smartphone addicted people’s attention and awareness. Since they spend a lot of time on their phones, it would be highly likely for them to know TextWreck and to spread its message out to others. The designer of TextWreck Nick Cade said “We created the world’s first text against texting and driving and animated it using a language we all text in—emoji.” (Cade) He straightforwardly expresses the familiarity that almost everybody communicates to one another with emoji.
In the very beginning of this animation ad, it plays a simple song that is only melody with no lyrics. It starts with a statistic saying “Texting and driving causes 1.6 million crashes a year,” and then the next message simply says “So we’re trying to stop it… with a text.” The ad display its texts in black on a white background so the audiences’ main focus and attention would be directly on the message itself. It straightforwardly tells the audiences this unfortunate average statistic happens, and they want to help it stop continuing. It uses logos because of the statistic given appeals to logic. Within a few seconds right after this incomplete thought “So we’re trying to stop it…”, then a speech bubble with “with a text” in it immediately pops out. This advertising strategy catches the attention not only from people who have ever texted at least once but also from those who are smartphone addicts because they can quickly recognize the speech bubbles with their conversations which always appear on their phones when they communicate with one another through text messages.
Next, the ad begins to introduce their first “don’t text and drive” emoji animation. It first shows a small car moving because it quickly passes by a tree with a speech bubble in front of the car. It indicates the driver is texting while driving; however, within a few seconds, the car hits a small dog. The car is still going without stopping because it continues to pass by another tree and the speech bubble is still in front of the car. While the car is still moving, within a few seconds, it collides with another car in a very violent explosion. The speech bubble immediately disappears when the two cars crash. It suggests that the driver cannot keep texting anymore. The accident gives the audience an imaginary space about whether the drivers from both cars have died or are seriously injured. Nevertheless, while one might still not know what happened to the drivers or whether the cars are going to explode or not, then two winking ghost emoji (which suggest the drivers) with their tongues hanging out fly up to the sky from their cars that are on fire because of the crashes.
Then the whole emoji animation including the two cars on fire and the two ghost emoji disappear and is replaced by TextWreck campaign: “textswreck.com”. At the end of the ad, it shows “Now, we’re sharing it with all our friends. Go to Textwreck.com and help spread the message. Just don’t do it while you’re driving…” Their messages directly inform the audience to share this ad with others so that they do not text while driving. This ad suggests to audiences to take action to help anybody they know who has the habit of texting while driving and to help themselves to change it as well.
TextWreck has an interesting creativity to use emoji to create the ad to relate and to attract drivers’ attention, especially young adults. According to Pew Internet, approximately 91% of young adults who are between the ages of eighteen to twenty-nine send or receive text messages compared with only 68% of older adults. In fact, younger people are also more likely to use emoji when sending their text messages than older adults. Therefore, this ad can successfully arouse their interest to watch it and to know the meanings of what it wants to express because they are likely familiar with emoji. According to Institute for Hwy Safety Fatality Facts, there are eleven teens deaths from texting while driving that happen every day. The accidents caused from texting while driving has become one of our nation’s top killers, and it has a higher rate which happens to young drivers than older drivers. Specifically, a young lady named Aimee Eckert shared her shocking and unforgettable accident story on her Facebook and Dayton, Ohio News. It happened because of a driver who was texting while driving, speeding 75 mph, who crossed over the center line of the road for vehicles coming from both directions in Alabama in 2011. Aimee was seriously injured, lost her six-month unborn child, lost one of her legs, and her car was totaled after the collision. Fortunately, the accident did not take away Aimee’s life but it forever impacted her. After she got better from her injuries, she shared this tragic incident to the public in order to make more people aware of the severity of the consequences of texting while driving. Her story soon went viral on the Internet. She even took an action to change her license plate on her car which spells “DNT TEXT”. She did it in order to remind people to avoid texting while driving because it is simply not worth it.
This animation ad by TextWreck campaign also uses pathos because of the emotional appeal to sway the audience. Unfortunately, car accidents caused by texting while driving happen in our daily lives anywhere in the world and are usually tragic. According to a HealthDay poll which surveyed 2,800 American drivers in 2011, around 37% of them have admitted that they have experienced texting while driving. Meanwhile, about 18% of American drivers have admitted that they already have the habit of texting while driving. Although most of the drivers agree that texting while driving is very dangerous, many of them still continue to do it frequently. Many individuals have admitted that they would be stressed if they did not reply back immediately after they received text messages from others. Texting while driving has become a very serious problem that is continuing to grow in America. To illustrate this point, according to a news report about a car accident caused by texting while driving on the Chicago Tribune in 2011, a woman named Araceli Beas was updating her Facebook status while driving and it caused her to hit a seventy-year-old man. The victim, Raymond Veloz, did not see Beas’ car was going to hit him while he was stepping out of his car. Veloz was seriously injured; one of his legs had been severed in the accident. He later died from his injuries, and his daughter, Regina Cabrales, filed a car accident lawsuit against Beas. People can be easily distracted just by using their phones for any purpose, and this negligent behavior could cause death not only for the lives of drivers but for pedestrians as well.
In simpler terms, TextWreck uses some of the car accident scenes, such as a car hitting a dog, and a car hitting another car to perfectly illustrate examples of common car crashes to the audience with animation. It is something almost everyone is familiar with because they might have seen or experienced it. Every one of us has the responsibility to not text while driving not only for our personal safety but for the safety of others as well. TextWreck effectively achieves its purpose of raising the awareness of texting while driving to a great majority of people publicly. It reflects culture in terms of young ages who have texted while driving at least once or have the habit of doing it. It makes a strong statement about telling the audience not to text while driving because the messages are simple and appealing. The emoji animation aid my understanding of the horrible effect that happens because of texting while driving, and it is preventable as long as every individual does not text while driving. It can be simply avoided by being cautious and responsible. In simpler terms, it is a very big deal that everyone should be aware of the dangerous effects can be caused by texting while driving, TextWreck effectively promotes the message of not to do it and brings awareness to others.
Reference
Desk, News, and Nick Cade. “A New PSA Fights Texting While Driving — with a Text.” PBS. PBS, 04 Dec. 2013. Web. 11 June. 2018.
Lohmann, Raychelle Cassadaa. “Texting and Driving: A Deadly Decision.” Psychology Today. N.p., 18 Sept. 2012. Web. 11 June. 2018.
The Free Encyclopedia, Wikipedia. “Distracted Driving.” Wikipedia. Wikimedia Foundation, 20 Sept. 2015. Web. 11 June. 2018.
Sperling, Victor, Adam L. Sperling, and Ilan Wexler. “Accident Victim Who Suffered Devastating Injuries Battles Distracted Driving.” Anzellotti Sperling Pazol Small RSS. WDTNTV, 20 June 2014. Web. 11 June. 2018.
Matyszczyk, Chris. “Driver Accused of Updating Facebook in Fatal Crash – CNET.” CNET. Chicago Tribune, 16 Feb. 2011. Web. 11 June. 2018.
Picture Source
https://www.mamamia.com.au/bill-shorten-texting-while-driving/