live / 2018


Idea submitted in the My LA2050 Activation Challenge by Health Core Possibilities

STOP WREX!/ALTO WREX! will establish our Bilingual digital app program to eliminate distracted driving as a project Angelenos — especially Latinos - want to support. LIVE and increase LA's bike score!

Please describe the activation your organization seeks to launch.

Engaging all Angelenos especially Latinos to drive while using a multilingual distracted driving prevention app will move the transit score moving the needle in the right direction. Car accidents is one of the four leading causes of death for Latino/Hispanic populations in Los Angeles. Implementation of new technology to drive engagement to ignite the activation catalyst. Incentive programs — various cash and media rewards — for continuing use of the app over 90 day periods.

Which of the live metrics will your activation impact?​

  • Resilient communities
  • Walk/bike/transit score

Will your proposal impact any other LA2050 goal categories?

  • LA is the best place to PLAY
  • LA is the healthiest place to CONNECT

In what areas of Los Angeles will you be directly working?

  • Central LA
  • East LA
  • San Fernando Valley
  • South LA
  • Westside
  • South Bay
  • Los Angeles digital space

How will your activation mobilize Angelenos?

  • Influence individual behavior
  • Increase donations to organizations and causes
  • Data collected on distracted driving will be analyzed and summarized for media placement along with academic publication.

Describe in greater detail how your activation will make LA the best place to live?

Our program to eliminate distracted driving will reduce the numbers of premature deaths by car accidents. The County of Los Angeles Public Health lists premature deaths from car accidents as the third leading cause countywide. The Hispanic population is the ONLY racial group among four that includes premature death by car accidents as one of the four principal causes of premature deaths. The bike score will be improved by mobilizing the LA community through a digital and bilingual strategy (the ProTextMe app) that will prevent drivers from using their phones while driving (or biking). Realtime outcomes data will provide an unprecedented dataset that will document distracted driving activity and program impact. HCP principals routinely publish scholarly papers on the outcomes for programs in which we are involved. ProTextMe has sponsored scholarly publications on their European program outcomes. We will work with our media partners and LA2050 to publicize the program and its outcomes on social media. LA will become the model for its program to eliminate distracted driving, especially among diverse communities for which we are famous. This approach that uses mass media and academia provides exposure in two important communities: public awareness and the highest standards of scrutiny.

How will your activation engage Angelenos to make LA the best place to live

Our strategy is to cast our net far and wide. Translate and use our digital tool that will be translated into Spanish. Hispanics/Latinos are the majority in LA County and the plurality in LA City. Our team brings together experience in healthcare, digital and public policy campaigns and strategies; in particular using platforms and tools in Native or preferred Languages. Our projects history has demonstrated our commitment to and skills working traditionally hard to reach or not looked at LA communities.

Please explain how you will define and measure success for your activation.​

The ProTextMe (PTM) app collects real-time distracted driving data including screen touches while the vehicle is moving and at rest. We will follow the protocol in the 2017 published study that used the PTM app. Findings identified screen touches by other apps including WhatsApp, Facebook, SMS, etc. Success will be measured by a reduction in total screen touches, touches while moving (reduction) and still (increase), and touches by specific app. We will share our findings by specific apps with the companies. Our Mitt Olin Foundation (MOF) board members will be helpful in promoting corporate responsibility as one of our aims.

Where do you hope this activation or your organization will be in five years?

This activation will create a path to support community and statewide involvement with distracted driving prevention, reduction of accidents and deaths attributable to distracted driving. We will create the template for targeting Hispanic and other specific ethnic communities, using technology in target languages to prevent deaths and increase education and utilization and/or change behaviour. Our project will establish the distracted driving movement by adding realtime objective metrics that will be the agent of change of vehicle accidents because of distracted drivers while texting.