Fox Home Entertainment Joins Anti-Texting TV Spots22 Aug, 2012 By: Erik Gruenwedel
Twentieth Century Fox Home Entertainment Aug. 22 said it has collaborated with the National Highway Traffic Safety Administration, the State Attorneys General and Consumer Protection Agencies and the Ad Council on a series of public service advertisements featuring scenes from television series “Glee” to educate young drivers of the dangers of texting while driving.
NHTSA reports that in 2010, more than 3,000 people were killed and 416,000 injured due to distracted driving, which includes texting while driving.
The spots, which begin airing today, feature a pivotal scene from season three’s final episode that ended with the crash of a cast member due to texting and driving. Quinn Fabray (Dianna Agron) was driving to her friends’ (Rachel and Finn, played by Lea Michele and Cory Monteith) wedding when a she received a text. She took her eyes off the road to read it and to type the words “On my way” for a matter of seconds, but in her distraction she swerved out of her lane and was hit by an oncoming vehicle. It took months before “Glee’s” viewers would know the fate of her character.
The ads emphasize that five seconds is the average time your eyes are off the road while texting and driving — which is enough time to cover the length of a football field when driving 55 mph. The PSAs address the compulsion of this behavior and demonstrate to overconfident young adult drivers that it is not safe to text while driving.
The “Glee” PSAs are part of a national texting and driving prevention campaign launched in late 2011 and designed to curb the behavior of young adults who text while driving. Since 2006, the Ad Council has partnered with the State Attorneys General to address reckless driving among teens.
The “Stop the Texts, Stop the Wrecks” campaign (StopTextsStopWrecks.org) has received more than $20 million in donated media support to date.
“We are thrilled to join 20th Century Fox Television, 20th Century Fox Home Entertainment and ‘Glee’ to unveil a new series of public service ads to further extend our texting while driving prevention messages to their vast audience of young adult drivers,” said Peggy Conlon, CEO of the Ad Council. “Our latest research shows a nation that is now on the right track in improving the safety of our roads, but there is still more work to be done. We will continue to broaden our campaign messages to help reduce driver distraction, prevent injuries and ultimately save lives.”