Louisiana Automobile Dealers Association
Quarterly Occupant Protection Campaign

LOUISIANA

PROJECT CHARACTERISTICS PROGRAM AREA(S)
  Outstanding collaborative effort   Occupant Protection
  Public/private partnership  
       
TYPE OF JURISDICTION    
  State    
       
TARGETED POPULATION(S) JURISDICTION SIZE
  General Population   4,300,000


PROBLEM IDENTIFICATION
When Louisiana passed its first safety belt law in 1995, the Louisiana Highway Safety Commission (LHSC) realized that laws alone would not be enough to change long- standing motorist attitudes and habits about the responsible and proper use of occupant restraints. Automobiles were being built to meet increased safety standards and were being equipped with new or improved safety devices, but driver and passenger injuries continued due to lack of use or misuse of this safety equipment. Often, this nonuse or misuse was attributable to motorists' misperceptions on how occupant protection devices work together to provide added safetysuch as using seat belts with an air bag. To promote the availability and proper use of occupant protection safety features included on new and used vehicles sold in the state, the LHSC sought to form a partnership with the Louisiana Automobile Dealers Association (LADA).

GOALS AND OBJECTIVES
The goal of the LADA Quarterly Occupant Protection Campaign was to reduce driver and occupant injuries in the State of Louisiana. The Campaign was developed in 1996 with these objectives designed to achieve success:

STRATEGIES AND ACTIVITIES
The LHSC and LADA worked together to promote the availability and proper use of occupant protection safety features on all new and used vehicles sold in the state. Through this partnership, the two agencies created a public information campaign of consumer education for kick-off during the annual Buckle Up America! Week in May, 1996. More than 75 dealerships statewide participated in this campaign, which featured in-dealership posters, banners, bumper stickers, and envelope stuffers designed to be included in billings and promotional mailings. The focus of the 1996 campaign was air bags, and featured the theme "That's a nice bag you have there...but you really need a belt to go with it."

RESULTS
During the 1996 observational survey on seat belt use since implementation of the campaign, safety belt compliance had increased from 59 percent to 63 percent. The campaign is ongoing, with even greater results expected for the future.

FUNDING
  Section 402:

$13,267

CONTACT  
  Tom Bartkiewicz, Planner
Louisiana Highway Safety Commission
P.O. Box 66336
Baton Rouge, LA 70896
(504) 925-6991


National Highway Traffic Safety Administration

Spring 1997