Authored by Vicky Chen, Manager, Corporate Communications & Marketing, Clear Channel Outdoor
It’s a new school year, and roads and sidewalks are seeing increased traffic and activity, from school buses picking up and dropping off students to young drivers navigating their way to classes and extracurriculars.
According to the latest data (PDF) in 2022, traffic crashes involving distracted drivers killed 3,308 people and an estimated additional 289,310 people were injured in motor vehicle traffic crashes involving distracted drivers. Youth and young adults (15-24) accounted for eight percent of distracted drivers involved in fatal crashes. Nearly half of those killed in teen distraction-affected traffic crashes were between the ages of 15 and 19. Additionally, last year marked the highest number of pedestrian fatalities from vehicle crashes in more than 40 years.
This alarming data reinforces the importance of road safety campaigns and initiatives, like Project Yellow Light, in preventing distracted driving, especially as back-to-school season brings a surge in road and pedestrian traffic. In an ongoing effort to keep our roads safe, Clear Channel Outdoor partnered with Project Yellow Light, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) for the ninth consecutive year to inspire our nation’s youth to create safety messages that connect with their peers and influence behavior.
The Driver Behind Project Yellow Light
Project Yellow Light is an annual scholarship competition that offers high school and college students an opportunity to design TV, radio and billboard PSAs to raise awareness about the dangers of distracted driving, specifically cell phone usage while driving.
The contest was established in 2007 to honor Hunter Garner, who lost his life in a car crash at only age 16. His family has dedicated the last decade to expanding this scholarship program, which began with a focus on short films, into a nationwide initiative that reaches millions of Americans with lifesaving road safety messages with the addition of radio and billboard media.
Educating the Next Generation of Drivers
In its 13th year, Project Yellow Light recently revealed this year’s winners, who were selected from a pool of over 2,985 submissions from students representing all 50 states and Washington, D.C. In June, the winning creatives were displayed in Times Square, where winners, their families and Project Yellow Light partners gathered to watch the launch of the PSAs on two larger-than-life digital billboards. The winners also received scholarship prizes of up to $8,000.
In addition, these ads are running across Clear Channel Outdoor’s digital billboards nationwide, as well as radio stations and TV networks, to further drive home the message of staying safe on the road and encourage responsible driving habits across communities.
By providing a nationwide platform to students, Project Yellow Light empowers teens and young adults to use their creativity and voices to make a positive change that goes beyond their own neighborhoods. The PSAs, which were designed to effectively resonate with members of this age group, serve as a reminder that any distraction while driving, including texting, can “shatter lives,” as conveyed by Project Yellow Light winner Lucy Bonolo-Cohen.
Visit the NLC Strategic Partnerships page to learn more about the organizations like Clear Channel Outdoor dedicated to making NLC the premier resource for local governments.
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