Nebraska drivers between the ages of 21 and 34 are involved in 52.4 percent of alcohol-involved crashes; those between 16 and 20 years of age account for 15.8 percent. Additionally, Nebraska's safety belt law is new and the study closest to the start of this project showed a statewide rate of 62.7 percent.

GOALS AND OBJECTIVES

To increase Omaha's community awareness of traffic safety problems by:

• Educating and creating awareness of the importance of safe driving habits
• Providing an immediate reward situation for those demonstrating safe driving habits in the form of 10,000 squeeze bottles and 707 prizes for high school checkpoints
• Giving law enforcement officers the opportunity for positive face-to-face contact with the community in providing the reward.

STRATEGIES AND ACTIVITIES

Activities of the month-long campaign included:

• A Community-Wide Campaign: A CEO Network of Employers for Traffic Safety (NETS) breakfast was conducted as the campaign kick-off event at the Omaha Safety and Health Council Health EXPO '95. The 7-Eleven area convenience stores provided squeeze bottles; the grand prize, a 1996 Geo Prizm, was on display.
• Community Check Points: 10 participating law enforcement agencies conducted at least one checkpoint a week, stopping a minimum of 10 vehicles each time. Drivers exhibiting safe behaviors (safety belts used, sober, courtesy, etc.) were rewarded with a 7-Eleven squeeze bottle for a free beverage fill and a grand prize entry form brochure.
• Building Community Interest Through Grand Prize: Grand prize entry forms and posters were widely available. The delivery of the Geo Prizm to the winner was televised.
• Reaching Large Population at Shopping Mall: Displays included the grand prize, the rollover demonstrator, Please Be Seated Program, MADD, Stampede Omaha, DARE, motorcycle and canine patrol, Vince and Larry and Buckle Bear, and poster entries.
• Employer Focus Campaign: The Safety and Health Council, through its NETS program, mailed Arrive Alive information to all its members and received requests for supplies from 65 companies. Free half-hour traffic seminars were requested by 25 companies.
• High School Focus Campaign: Law enforcement agencies conducted checkpoints at 29 high schools. Students who were buckled up and driving safely were awarded 7-Eleven squeeze bottles and certificates for free frozen yogurt. Parents of rewarded students received a letter of congratulations from the local police chief.
• Middle School Focus Campaign: 64 middle schools participated in a safe driving/anti-alcohol theme poster contest. Winners received a free family pizza party donated by a local pizza chain. All posters were exhibited at a major shopping mall.

RESULTS

The promotional program was adopted by many area communities. Area merchants and businesses increased their interest in traffic safety. The community vehicle checkpoints provided positive interaction between law enforcement agencies and their officers and the motoring public. From 25 to several hundred vehicles were checked. It is estimated that over 25,000 contacts were made and over 2,000 squeeze bottles were awarded at these checkpoints.