Investigating a Social Marketing Issue (Road Safety) - Making calls Case Study

Investigating a Social Marketing Issue (Road Safety) - Making calls during driving - Case Study Example It has become increasingly common to see people talking of their cellphones while driving. This has become a source of distraction while driving and thus increases the likelihood of accident rates. In many states, using cell phones while driving has become illegal considering the increasing rate of road accidents caused by distracted driving. Despite this many people use cellphones while driving. The first video is a shocking reminder of what call happen when a person uses cellphone while driving. The main reason why cellphone are prohibited while driving is because they distract the driver. The driver, at times, tends to lose focus on the road and this often leads to road accidents that are often fatal like in this particular case. The video appeals to the emotions of the viewers. The crying mother moves the viewers and they can feel her helplessness at such a needless death. The driver, in this video, is kept anonymous but one can develop a mental image of a busy woman who felt that she could not live without her cellphone even for one moment. The second link in this case study provides a very interesting debate. There are many who are not against the concept of using cell phones while driving. They argue that cell phones are not a source of distraction if used smartly. One of the people who replied to the thread commented that he was replying to the post while driving. This debates calls us to question whether laws against cellphone usage while driving are enough to deal with the issue because drivers are still careless. Younger people seem to be more at risk. This is mainly because young people are more addicted to their cell phones than any other people. Another reason behind this fact is that young people are not aware of the depth of the issue. Peer pressure further aggravates the problem. According to a survey conducted by CDC, 69 percent drivers between the age of 18 and 64 used their cell phones while driving (CDC,