Tag Archives: Advocacy Groups

“Zoom Zombies” Are the Driving Dead

Zoom call

Too many of these could turn you into a zombie if you have to climb behind the wheel afterward.

If you’re one of the millions of Americans who have been working from home and spending hours a day in video meetings you might notice it can become difficult pulling your thoughts back together at the end of the day. And if you then have to climb behind the wheel that could prove deadly.

A new study raises concerns about “Zoom Zombies,” motorists who can’t fully focus on the road ahead after a day of videoconferencing. This may be one of the reasons why in 2020 U.S. highway deaths posted their biggest year-over-year increase in nearly a century.

“COVID-19 fundamentally changed the way we interact with our vehicles,” said David Timm, founder and CEO of Root Insurance, which raised concerns about Zoom Zombies in its annual Distracted Driving Awareness Survey. “As many abruptly shifted to a virtual environment, Americans’ reliance on technology dramatically increased along with their screen time, causing a majority of drivers to carry this distracted behavior into their vehicles.”

Covid-19 and the distracted driving pandemic

rollover crash

NHTSA estimates that more than 10% of highway deaths stem from distracted driving.

Distracted driving has become an increasingly serious problem as more and more motorists interact with smartphones and other technology while behind the wheel. Even before the COVID pandemic, the National Highway Traffic Safety Administration estimated that more than 10% of highway fatalities involved distracted driving. Preliminary analysis suggests that has gone up since last year’s lockdowns began.

The Roots study found 64% of the U.S. motorists it surveyed acknowledging they check their phones while driving. That’s up 2% from last year, and 6% from the 2019 Distracted Driving Awareness Survey. Meanwhile, 53% of the respondents said they check their phones within the first 15 minutes behind the wheel — a 9% jump from 2019 — when they should be trying to shift focus to driving.

Add the fact that drivers are downplaying the risks. The study found three in 10 drivers don’t see the risk of driving while using a mobile phone. That’s up from 24% just a year ago.

But the study raised another concern: even when motorists aren’t texting or chatting on their phones, they still might not be paying full attention to the job of driving.

Lexus Driving Disrupted distracted drivers

Younger drivers are more likely to have trouble concentrating on the road after engaging in some sort of video conference call.

The younger the driver, the worse the problem

Root reports that 54% of the 1,819 adult motorists it surveyed have had trouble concentrating on the road after making videoconference calls with Zoom, Microsoft Meet or some other software platform. The younger the driver, the worse the problem. For Gen Z motorists, 65% reported losing focus while driving, while it was 61% for millennials and 48% for Gen-Xers.

“The problem with distraction is huge and it’s not just checking e-mail or texting,” said Russ Rader, an executive with the Insurance Institute for Highway Safety. “There’s the risk of cognitive distraction, looking at the road while your thoughts are elsewhere. That zoning out may mean you don’t notice a dangerous situation soon enough to react.”

Whether you call them “Zoom Zombies” or “Zoombies,” the problem has gained widespread attention, and concern — especially when it comes to driving.

If it appears drivers has seemingly forgotten how to drive as pandemic-related restrictions eased, it’s because, well, they have.

“I think computer use, in general, can overload you,” especially after a series of videoconference meetings, said Joan Claybrook, a former NHTSA administrator and longtime auto safety advocate. “After you get into your car you may be operating on auto pilot.”

Driving skills have atrophied

That’s all the worse as we emerge from the pandemic, experts told TheDetroitBureau.com. During the last 12 months, most Americans have been driving less and even as roadways begin to look more crowded, “driving skills have atrophied for many people,” warns Sam Abuelsamid, principal auto analyst with Guidehouse Insights.

“It’s become harder to drive safely because you’re going to forget some of the skills you learned over time,” added Abuelsamid. “It’s not as easy as just jumping back on a bike.”

While he believes Zoom fatigue is “likely a contributor to the increase in highway fatalities,” how much it contributes is uncertain. What’s clear is that highway fatalities soared in 2020, even as motorists slashed the number of miles they drove.

Record surge in fatalities

Preliminary data indicated as many as 42,060 Americans were killed in motor vehicle crashes last year, the National Safety Council reported last month. That was an 8% increase from 2019. That surge occurred even though Americans drove a total of 2.83 trillion miles in 2020. That was a 13.2% decrease from the year before, marking the lowest level of driving by American motorists in two decades, reported the U.S. Federal Highway Authority.

Traffic fatalities rose in 2020, rising 8%, but the death rate, the number of deaths per miles driven, jumped 24% compared with 2019.

So, on a per mile basis, the death rate surged by 24% in 2020, the biggest year-over-year increase since 1924.

Why does “Zooming” take so much out of people? It’s not like sitting around a table for an in-person meeting. Key visual cues are absent, such as body language, while others can overwhelm, according to psychologist Sharon Parker, director of the Centre for Transformative Work Design.

They tend to be sharply focused, without the normal chit-chat and other interactions that come before — sometimes during — and after in-person meetings, Parker wrote. One result: participants come away struggling to interpret what actually happened rather than transferring attention to what comes next.

And that may extend beyond the work day to when you’re behind the wheel and should be focusing on the road ahead.

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Ford Wants America to “Finish Strong” in Battle Against COVID-19

Ford is looking to continue its role in fighting the coronavirus pandemic with a new slate of ads promoting responsible behaviors.

Ford Motor Co. hopes to impact a massive number of Americans with an unusual public service campaign launching New Year’s Day aimed at convincing Americans to ignore politics and focus on science to help save tens of thousands of lives at risk due to the coronavirus pandemic.

The automaker plans to air a 30-second spot at least 20 times during the upcoming college bowl and NFL games kicking off 2021 using ad space it originally bought to pitch its latest-generation F-150 pickup. Produced by Peter Berg, a Hollywood director known for films like Patriots Day, and narrated by popular actor Bryan Cranston, the spot emphasizes the need to wear masks and keep socially distanced.

The goal is to take politics out of the discussion, said Jim Baumbick, the Ford vice president who helped oversee the automaker’s production of masks, face shields and ventilators used to deal with the pandemic. “The underlying premise is that we’re not helpless,” he explained during a web conversation. “The outcome is not predetermined. There are things you can do to save lives.”

(Ford pushes on to goal of producing 100 million masks.)

The ads will run starting on New Year’s Day during college and NFL football games.

By the time the ball falls in New York’s Times Square, officially marking the end of pandemic-plagued 2020, more than 340,000 Americans will be dead due to the virus – with the daily death toll now higher than the number of citizens killed at both Pearl Harbor and on 9/11, Bombeck said during a webinar previewing the new campaign.

And, with the latest wave of the pandemic setting new records almost every day, as many as 50,000 to 60,000 more people could die before the new COVID-19 vaccines bring things under control, warned Ford communications chief Mark Truby, quoting a new study by the University of Washington.

The irony, Ford officials said, is that a significant number of lives could be saved by “working together,” taking such simple steps as wearing masks, maintaining social distance and following other recommended actions. But the pandemic has become a touchpoint in the American political divide, many Americans downplaying its dangers and refusing to do things like wearing masks that have been recommended by public health officials.

Ford decided to use its resources to get the message out, said Truby, noting, “We feel we have a credible voice to convey this message because we are a trusted company and have put our money where our mouth is” with the production of personal protection equipment.

Ford employees have produced 55 million face masks with a target of 100 million.

Like its crosstown rivals, Ford got involved in pandemic control and treatment efforts early on. It has so far produced 55 million face masks – with a target of reaching 100 million – and millions more face shields and medical gowns. It also has produced equipment for hospitals, including 32,000 respirators.

(Ford, GM prepped to build ventilators, other essential medical gear.)

Ford had already purchased a large block of ads during the Rose Bowl and other college bowl games, as well as the weekend’s NFL series. They were meant to provide a launching pad for the 2021 F-150 pickup, Ford’s best-selling product line, as well as its most profitable.

The decision to shift 20 of those spots to air the pandemic campaign came about during the current holiday break, two of Ford’s ad agencies, as well as both director Berg and actor Cranston, hustling to have a finished version ready ahead of New Year’s Eve.

This marks the second collaboration between Berg and Ford. He directed a short documentary about Ford’s Project Apollo titled “On the Line,” which appeared on YouTube during the Labor Day Weekend. Project Apollo was the internal code name for the company’s effort to design and manufacture personal protective equipment, including powered air-purifying respirators, face shields, medical gowns for health care workers and first responders, plus ventilators for COVID-19 patients.

Ford’s Finish Strong ad campaign marks its second collaboration with award-winning director Peter Berg.

Berg’s documentary features members of Ford’s Project Apollo team – from the engineers who led the project to the UAW team members who volunteered to work at the height of the pandemic.

Previewed on Wednesday for a handful of journalists, the 30-second version of “Finish Strong” combines two basic themes: the desire to get back to “normal” life — and the risks the pandemic poses to individuals. One of the real Americans highlighted in the spot was shown being wheeled out of the hospital after surviving 20 days on a ventilator.

Ford plans to run the broadcast version from Jan. 1–3, though that may be extended onto regular network programming, said Truby, noting that the project also will rely on 6-, 10- and 60-second videos to sweep across social media.

(Ford getting ready for the post-pandemic chapter.)

Ford officials wouldn’t reveal the exact cost of the campaign, noting only that between production and air time, as well as social media fees, the price will run into the “millions.” But the goal is to maximize exposure, to “reach a high number of millions … a huge” number of Americans, said Truby.