PROBLEM IDENTIFICATION
In 1998, the statewide seat belt use rate in Missouri was 60.42 percent, well below the national average of 70 percent. During 1999, this rate increased only marginally, to 60.82 percent. Although law enforcement officers had conducted Special Traffic Enforcement Project (STEP) waves in previous years, these efforts were not supported by a coordinated media campaign, to help educate the public about the importance of using safety belts.

GOALS AND OBJECTIVES
In an effort to increase seat belt use statewide, program staff from the Missouri Division of Highway Safety (MDHS) developed a public education campaign in 2000, to augment the state's existing STEP program. Objectives of this effort are to:

• Increase public awareness of the effectiveness of safety belts in preventing injury and death, when used correctly
• Increase the visibility of STEP waves throughout the state

To assist in planning the media campaign, the Program Manager for the STEP projects formed a partnership with the Public Information Officer. Together, they reviewed safety belt programs in states with successful seat belt campaigns and high restraint use rates, including South Carolina, Georgia, New York and California.

STEP grants were awarded to 105 law enforcement agencies in 20 Missouri counties, representing 85 percent the state's population. Each agency received two news releases; one to announce the receipt of the award, and one to announce the results of the STEP campaign. A total of 64 local newspapers featured the releases.

The public education campaign included a series of public service announcements (PSAs) designed for radio and billboard presentation. MDHS staff reasoned that the most effective way to reach state residents was through messages they received while driving or riding in a motor vehicle. Three PSAs were produced free-of-charge, by a statewide news and radio network. The MDHS purchased six weeks of air time on the network, to present the PSAs. The Missouri Broadcasters Association (MBA) also assisted program staff, by distributing the PSAs to its member stations. To increase total radio air play for the safety belt messages, MDHS staff participated in numerous radio interviews and call-in shows.

Two slogans were chosen for the billboards: It takes 3 seconds to buckle up. Dead is Forever, and You think a zit is bad? Try a windshield. A total of 28 billboards featuring these slogans, were posted at or near seat belt survey sites.

RESULTS
A seat belt survey conducted after the media campaign and STEP wave indicated that seat belt use statewide increased to 67.72 percent in 2000. The high degree of newspaper coverage received, indicated that law enforcement agencies used the news releases effectively. Several newspapers also featured informative and positive follow-up articles about seat belt use.

Many of the radio stations that participated in the media campaign continue to air the PSAs. Some stations have requested safety belt talking points for use by radio announcers to further encourage occupant restraint use.

Campaign billboards were well-received by the general public, and most continue to be posted. The two slogans, along with an additional slogan developed for younger children, were placed on posters and book covers, and distributed to schools throughout the state.

The public education campaign will be repeated in 2001, using new radio and billboard messages. Program staff hope that participating law enforcement agencies will more aggressively publicize the new campaign at the local level.