Communicating about Driving Safety Behaviors: Older Drivers and Their Caregivers

Background: The growing older adult population in the U.S. has led to an increase in the number of older drivers. Evidence shows that although older drivers are more likely to practice safety measures, they are more fragile and more likely to suffer fatal injuries in car crashes.

Program background: Funded by the National Highway Traffic Safety Administration (NHTSA), this project on communicating driving safety behaviors to older adults involved conducting research to implement an effective older driver safety initiative targeted to senior drivers and their influential caregivers. The goal of the project is to reduce traffic fatalities among older adults and encourage them to try various transportation options before they become a traffic risk.

Evaluation Methods and Results: Six focus groups were conducted across the country to examine seniors’ perceptions on driving risks and to assess safe driving communication barriers and opportunities, including the role of intermediaries. Secondary research assessed existing print and electronic educational materials and resources from different organizations serving older Americans. The research findings led to the following recommendations:

• Focus health-related information on how small changes in one’s health may jeopardize safe driving

• Create informative materials that explain how increased driver awareness can reduce traffic accidents

• Target messages and materials to family members, physicians, and others whom older adults see as credible or convincing

• Encourage health care providers to promote safety and risk reduction among older drivers

The research was used to develop an integrated communication strategy using audiovisual, media, online and outreach materials that targeted older drivers through familial caregivers and social and health provider intermediaries. The creative materials developed and disseminated in 2009 included a short video-vignette, a video news release (VNR) featuring testimonials from caregivers, seniors and a gerontologist, a tip sheet, an article, and a web banner. The purpose was to encourage caregivers to talk to their older loved ones about restricting or limiting driving when needed and to inform them about the related signs and risks. The video vignette featured a father and daughter engaging in a real-situation dialogue and involving his doctor. It was disseminated through online video portals such as YouTube, Google Video, Yahoo Video, Metacafe, Revver, Broadcaster.com, and others with a high potential audience reach. The video vignette was disseminated also through telephone and online outreach to national and regional organizations and placed on the NHTSA webpage. The VNR reached thousands of broadcasters and journalists nationwide. In addition, a media advisory with the story summary was distributed to media outlets. The online print materials (tip sheet, article, and web banner) were placed on the NHTSA webpage and pitched and distributed to selected organizations.

Conclusions: The project’s initial research guided the identification of key audiences and appropriate communication channels for this effort. Subsequent materials created in different formats addressed what driving means to older adults and the open dialogue required between older drivers and their family and health providers to make informed decisions about safe driving.

Implications for research and/or practice: Online materials and channels for caregivers and selected organizations should be considered in developing traffic safety communication efforts directed at older drivers.