Causation - Against Teen Drivers

http://www.adcouncil.org/newsDetail.aspx?id=263

While in this campaign the cause seems to remain fairly stable throughout with a very clear message: Don't be a reckless driver. Ways in which teens (their target demographic) demonstrate this type of behavior are demonstrated by their colorful advertisements to poke fun at the teens who appear reckless though speeding, texting, goofing around, etc. This campaign seeks campaign against any teen that could, perhaps, appear reckless and are therefore tapping the sources closest to those teens (friends)to attempt to try to stop it.

The general causation is pretty obvious in that the effects of reckless driving are seriously dangerous, if not fatal. One thing that is interesting is that the idea of fatality seems to be emphasized even over general physical harm to emphasize the severity of the given situation. Still the campaign sends a very clear message as to causation: if you are driving recklessly, you will probably most likely get hurt.

Though the causation is clear, the effect is also emphasized if not a little too much (emphasizing death). However, it is understandable because for a campaign of this kind (especially when targeting the youth demographic) it is important to make a concerted point. Here, reckless driving can cause the individual possible harm to himself or others. Additionally, they draw a nice idea surrounding the idea of relationship and how you as a passenger are not so much in it together - that not everyone feels comfortable in the car. Also, there is a very clear difference in maturity level of teenagers and the the idea of investment in relationships.

Within this, they do a great job at giving sufficient evidence to support their claim. According to the article, "on average, more than 300,000 teens are injured in car crashes each year, nearly 8,000 are involved in fatal crashes and more than 3,500 are killed. Research also shows that teen drivers are involved in more than five times as many fatal crashes as adults. Young drivers are more likely to speed, run red lights, make illegal turns and die in an SUV rollover." Thus, they are making a claim and showing concrete evidence as to why it is necessary to give these types of campaigns relevancy.

That is not the only cause and effect that is presented in this campaign. The other, is more positive. It sends the clear message that if you, as a friend, of a reckless driver take responsibility to speak up you could save not only your life but that of anyone else in the car. Here again, the campaign provides supporting evidence, "Research conducted by the Ad Council shows that teen drivers are more likely to listen to their friends than the adults in their lives. In a survey conducted in 2007, 8 in 10 teens said that when a friend speaks up, they will listen because they don't want to damage the friendship, be labeled a bad driver or cause harm to their friends." In this effect, we see a solution offered to a problem and acknowledge that there are positive ways to fix what could have been a very negative outcome.