Louisiana Automobile Dealers Association
Quarterly Occupant Protection Campaign
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LOUISIANA
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PROJECT CHARACTERISTICS |
PROGRAM AREA(S) |
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Outstanding collaborative effort |
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Occupant Protection |
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Public/private partnership |
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TYPE OF JURISDICTION |
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State |
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TARGETED POPULATION(S) |
JURISDICTION SIZE |
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General Population |
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4,300,000 |
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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:
- Forge a partnership with automobile dealerships
in order to establish a point of first contact with motorists
- Heighten public awareness about the proper
use of motor vehicle safety devices
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 |
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Section 402: |
$13,267 |
CONTACT |
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Tom Bartkiewicz, Planner
Louisiana Highway Safety Commission
P.O. Box 66336
Baton Rouge, LA 70896
(504) 925-6991 |
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National Highway Traffic Safety Administration |
Spring 1997 |