In recent years, the driving scene in the U.S. has become more and more dangerous for its drivers, passengers, and pedestrians and this includes the city of Charlotte. The Queen City was ranked as the 15th most fatal city to drive in among the nation. Also in 2023, distracted driving was one of the leading causes of teen accidents in the state. To help address this issue, a new design project has been developed: Focus First. This initiative aims to educate high school students in Charlotte about the impact of distracted driving, emphasizing that they are sharing the road with real people.
The initial research began with six teens in the Charlotte area. Through these interviews, I gathered that all of the interviewees understood the severity of distracted driving and rated the potential danger an 8/10 or higher. However,
50% of the participants with driving experience opened their phone at least once per driving session.
Focus First targets this disconnect with teens by providing information for them as they start out their driving journey by emphasizing the importance of safe habits and undistracted driving by focusing on the road. We want teens to understand that behind the wheel of each vehicle they see is an actual person with their own lives and stories, rather than another machine made out of metal. To do this, the brand uses bright, vibrant colors, imagery often associated with driving, bold typefaces, and photographs of real people to create an impactful message.
The three products developed for Focus First includes an Instagram campaign, interactive workbook, and thank you box. The Instagram campaign has multiple forms of informative content and phrases related to not being alone when driving to promote the brand’s goal of safe driving and prioritizing others on the road. Check out the Instagram here!
“The Safe Driving Guide” workbook would be distributed during drivers ed classes or through the Focus First package. It includes a series of questions and activities that the user can fill out to teach them how to be a responsible driver. Check out the digital version of the workbook here!
The last product is the “New Driver’s Starter Package” which would be sent to teens after they finish their drivers ed class. It includes a t-shirt, a keychain, bumper stickers, and more. These items would be a reminder of what they learned and encourage teens to drive carefully.
Learning to drive can be a daunting experience for many. Focus First seeks to ease this journey by offering educational resources and practical takeaway items. By equipping teens with knowledge and encouraging open conversations about distracted driving, while reinforcing the importance of the lives they share the road with, we hope to make roads safer, one step at a time.
