Honda USA Foundation grant supports Murrow College faculty member’s safe driving research

Yoon-Joo Lee, associate professor and assistant chair in Washington State University's Edward R. Murrow College of Communication's Department of Strategic Communication, is collaborating on a newly funded research project focused on promoting safe driving among Latino and Hispanic teenagers.

The $100,000 grant, part of a broader award by the Honda USA Foundation, supports the development of culturally resonant public service announcements (PSAs) designed for boys ages 13 to 17. The project, "Artificial Intelligence (AI) & Human Synergy: Crafting Safe Driving PSAs for Latino and Hispanic Teens," explores how AI tools and human creativity can work together to create meaningful messages tailored to this specific audience.

The study is led by Huan Chen, chair and associate professor in the Department of Advertising at the University of Florida College of Journalism and Communications. Chen and Lee will collaborate on every phase of the research, including conceptual development, survey and experimental design, and quantitative analysis.

"This project addresses a crucial need in both traffic safety and culturally informed communication," Lee said. "By focusing on the lived experiences of Latino and Hispanic teens, we hope to deliver messages that not only inform but also resonate."

The campaign development will begin with qualitative research, including in-depth interviews and focus groups, to explore the target audience's perceptions of automobiles, driving, safety, and AI-human collaboration in advertising. The findings will guide survey and experimental testing of different message strategies.

Lee noted that the project will also benefit WSU students directly, with funding allocated to support research assistant roles for students at Murrow College. These roles will offer students hands-on experience with public-interest research and campaign development.

The initiative reflects Murrow College's ongoing emphasis on research that drives real-world change and builds stronger, more inclusive communities through communication.

The Honda USA Foundation supports nonprofit organizations and academic institutions driving sustainable change in communities throughout the United States. Its grants focus on five pillars: education, environment, mobility, traffic safety, and community.

Lee's research areas include consumer understanding of media messages, advertising, corporate social responsibility, and diversity in health communication. In addition to her research, she teaches undergraduate and graduate courses focused on media planning, branding, advertising ethics, and communication in society.

Visit the Murrow College website for more information about faculty research and innovation.