Driver distraction has become an increasing debate among lawmakers, with Congress likely to consider legislation soon that would ban the use of handheld cell phones while driving-nationwide. Such legislation would put a damper on the futuristic plans of the automotive and cellular industries to put high-tech, consumer friendly electronics in the car. The cell phone has already fallen prey to similar laws in New York and other municipalities around the United States where talking on a phone, without the aid of a hands-free device, while driving is illegal.
Recognizing the potential distractions cell phones pose to drivers, Cingular Wireless L.L.C. has enacted its Be Sensible safety campaign to promote safe wireless phone use while driving. Cingular’s program includes a teen driver education platform and an initiative geared toward educating adults on safe driving.
The carrier’s teen driver education program has been used in 10,000 high schools and 2,100 professional driving schools, reaching more than 3 million novice drivers, according to Cingular. The carrier said 85 percent of educators who have used the program believe it taught students to manage or eliminate distractions. The program, dubbed “Be Sensible: Don’t drive yourself to distraction,” advocates foremost that inexperienced drivers not talk on wireless phones at all while driving. It also offers tips on when a phone call may be most distracting, including in inclement weather, during an emotional conversation or while driving in an unfamiliar area or car. The program further offers tips on minimizing those other driving distractions.
The student program, which was developed with assistance from the National Highway Traffic Safety Administration, the American Driver & Traffic Safety Education Association and the Driving School Association of the Americas, includes a video, classroom posters and an educator’s guide, and is available to teachers for free at www.be-sensible.com. It has been mandated for use in all state-run driver education programs in Maryland and has been endorsed for use in Virginia, Maine, New York, New Jersey and Ohio.
Cingular’s adult education initiative also consists of tips on using wireless devices safely, delivered through various channels to reach drivers throughout the United States. Some of those distribution channels include: a national partnership with car rental company Avis to address driver distraction; Cingular-sponsored NASCAR driver Robby Gordon has been included in public service announcements promoting safe driving; Be Sensible campaign literature has been distributed from awareness tents along major interstates during high-traffic periods; advertising on maps of the New Jersey Turnpike and billboards on the Florida Turnpike promote sensible driving; and customers receive bill stuffers with safe driving tips.
Cingular does not limit the campaign to driving distraction, recognizing the need for cell-phone etiquette among its customers as well. To that end, the company has partnerships with cinemas and restaurant associations to promote courteous cell phone use in public places.
The cellular industry is generally against regulating wireless phone use in the vehicle and has instead promoted educating drivers on distractions through campaigns like Cingular’s. Legislators thus far have pushed to require drivers to use hands-free sets while driving, but recent research found the conversation is to blame for the distraction, not the device itself. Cingular’s position on future legislation to ban cell phone use by drivers would be that the legislation include information on other distractions as well, according to Steve Skinner, Cingular’s director of external affairs.
Electronics in vehicles are only likely to become more popular, and they should contribute to safety rather than take away from it, Skinner noted.
A recent Televigation poll provides evidence that the demand for in-vehicle electronics is on the rise. The poll found that if given the opportunity, 78 percent of 285 respondents would want an in-car navigation system installed in their vehicle.
“What was once expensive GPS and navigation technology is now available for only a few dollars a month and can be operated on Nextel’s Motorola iDEN cell phones,” said Sal Dhanani of Televigation. “Disagreements over routes and map reading should be a thing of the past so families can enjoy their vacation as soon as they set off in the car.” According to the poll, 84 percent of consumers quarrel during car journeys, mainly over maps and directions.
However, Jeffrey Runge, administrator of the NHTSA, recently said he has seen no evidence that automakers and suppliers are testing electronic equipment for the potential to distract drivers before selling it in new cars and trucks.
Runge said he asked the companies for assurances that their electronic “gizmos,” such as navigation and entertainment systems, do not increase the risks of crashes. But “they are not listening at all,” he told an audience at the National Intelligent Vehicle Initiative Meeting last month. “We (at NHTSA) know intuitively that distraction is occurring,” he said.
Runge also said that although NHTSA has conducted extensive research on driver distraction, it is too early to talk about regulating against electronic devices in vehicle cockpits.
RCR Wireless News sister publication Automotive News contributed to this report.
