Welcome to Project 111: The Safe Driving Movement
Did you know that teens have the highest crash rate of any group in the US? Did you also know that the teen brain is different than an adult brain? The frontal lobe of the teen brain is not fully developed. This is the part of the brain that controls consequence reasoning. In other words, teens do not process consequences at an adult level. They do, however, respond very well to incentives!
The purpose of Project 111 is to promote safe driving among teen drivers. The way we accomplish this is a new philosophy in teen driving – one that is garnering a lot of attention. We are rethinking how schools and law enforcement interact with teens about safe driving by approaching the teens with education and incentives for great driving behavior and good citizenship. We reward teens for doing the right thing with tangible incentives that are provided by sponsors in our community.
At the beginning of their junior and senior year, at partnering high schools, each student signs up to be entered into Project 111. If the student stays traffic ticket free, and in good standing with both school and community, the teen is eligible to receive randomly drawn monthly incentives, including Apple Watches, GoPros, and incredible gift cards. At the end of their senior year, a $1,000 scholarship is given at each school.
Implementing the Dream
Project 111 was the dream of City of Midland police officer Chad Schieber who passed away in 2007 while running the Chicago Marathon. Officer Schieber realized that the law enforcement community has only one option to enforce good driving – giving kids tickets. With the knowledge that teens respond well to incentives, Officer Schieber wondered what would happen if we gave them incentives to drive well, instead of consequences? Chad passed away before he could get his program off the ground. His badge number was 111.
2014 was the pilot year of Project 111, the fruition of Officer Schieber’s dream.
How does it work?
At the beginning of their senior year, at partnering high schools, each senior is entered into Project 111. If the student stays traffic ticket-free, and in good standing with both school and community, the teen is eligible to receive randomly drawn monthly incentives including Apple Watches, GoPros, and incredible gift cards. At the end of their senior year, a $1,000 scholarship is given at each school.
Back in 2005, when Officer Schieber was working to develop the idea of a teen ‘safe driving incentive program’ as he called it, never could he have foreseen the danger that would be facing teen drivers today – cell phones and distracted driving. Over a ten-year span, from 2005-2015, with the institution of graduated driver’s license programs and safe driving initiatives from big business and insurance companies, the United States saw a steady drop in traffic deaths overall. Today, those stats are reversing in a BIG way and at an alarming rate! Driving today is more dangerous than it has been in a long time. Project 111 wants to make our communities safer!