Metropolitan Columbia
Traffic Safety Program
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SOUTH CAROLINA
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PROJECT CHARACTERISTICS |
PROGRAM AREA(S) |
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High media visibility |
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Safe Communities |
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Targets hard-to-reach/at risk population |
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Occupant Protection |
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Child Passenger Safety |
TYPE OF JURISDICTION |
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City |
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TARGETED POPULATION(S) |
JURISDICTION SIZE |
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General Population |
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500,000 |
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PROBLEM IDENTIFICATION
Use of seat belts and child safety seats in South Carolina historically
had remained below national averages. This low use phenomenon also applied
to South Carolina's major population center and capital city, Columbia.
GOALS AND OBJECTIVES
In 1994, the Metropolitan Columbia Traffic Safety Program was formed by
the Columbia Police Department to increase safety belt use in the Columbia
metropolitan area. Specifically, the program was designed to:
- Heighten public awareness concerning the consequences of traffic crashes
- Increase the use of seat belts and child safety seats
STRATEGIES AND ACTIVITIES
The Metropolitan Columbia Traffic Safety Program formed an Advisory Council
comprised of the business community, city and county governments, law enforcement
specialists, educators, emergency medical professionals, federal and state
officials, and traffic specialists from Richland and Lexington Counties,
the two counties in which Columbia is located. The Advisory Council addressed
occupant protection issues through a media and enforcement campaign that
focused on several strategies:
- A Buckle Up and Drive Safely Campaign using the slogan "Traffic
Safety...It's in Your Hands" to convey the idea that the driver is
responsible for assuring use of seat belts
- An enforcement effort located at the five roadway intersections with
the highest incidence of crashes with injuries. Five local radio stations
broadcast from each of the sites using over 50 public service announcements
- A public awareness strategy that involved setting up booths at various
public events, particularly during the holiday seasons
- Child restraint installation classes held at the South Carolina Criminal
Justice Academy for police officers. Classes were also held at a local
hospital's Teen Clinic to educate expectant mothers on the proper use of
child restraint devices. Expectant mothers who graduated from the program
received a free child safety seat
- Use of payroll inserts for City of Columbia personnel to promote public
awareness during selected times of the year including Memorial Day, Fourth
of July, Labor Day, Christmas and to kickoff football season. Use of these
popular paycheck stuffers was replicated by other local jurisdictions and
area businesses
RESULTS
During 1996, a series of occupant protection use surveys were
conducted at local events such as festivals and fairs. Survey results indicated
an overall occupant protection use rate of 95 percent, with a 92 percent
seat belt use rate for vehicle passengers and a 78 percent use rate for
child safety seats. |
FUNDING |
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Section 402: |
$31,000 |
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Local: |
$31,000 |
CONTACT |
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Mary Elizabeth (Betsy) Holmes
Metropolitan Columbia Traffic Safety
Program
2632 Millwood Avenue
Columbia, SC 29205
(803) 998-8011 |
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National Highway Traffic Safety Administration |
Spring 1997 |