PROBLEM IDENTIFICATION
The states encompassing Region 6 of the National Highway Traffic Safety Administration (NHTSA) include Arkansas, Louisiana, Montana, New Mexico, Oklahoma and Texas. The trucking industry operating in these states is aware of the fact that the average time truck drivers spend on the road is between 10 to 15 hours each day, increasing the risk of being involved in a traffic crash. The industry also recognizes the liability its vehicles represent, and is eager to improve its image to the general public.

GOALS AND OBJECTIVES
The Because Life is a Long Haul campaign was developed in 1998 as a partnership between NHTSA's Region 6 office and the trucking companies in these six states. The primary goal of the campaign is to publicize Buckle Up America! all around the country, using trucks to display its message. Program objectives include:

• Building successful partnerships with the trucking industry in the six states comprising Region 6
• Identify and contact trucking associations, organizations and larger motor carriers to encourage their participation in the Because Life is a Long Haul campaign
• Conduct presentations at monthly luncheons and annual meetings of trucking associations to demonstrate the cost of not wearing seat belts

STRATEGIES AND ACTIVITIES
To help them build successful partnerships with the trucking industry in the Region 6 states, NHTSA staff began by identifying state trucking organizations. They enlisted the assistance of the Federal Highway Administration's Office of Motor Carriers (FHWA/OMC) to provide an introduction to the Executive Director of the state associations. Once the state organizations were identified and contacted, these groups were used to assist NHTSA in contacting other smaller trucking firms in each state.

The American Trucking Association was contacted to enlist its cooperation in the campaign, since it is affiliated with many trucking companies in the Region 6 states. Each state also has smaller safety organizations or safety councils that represent the industry in larger metropolitan areas. Larger motor carriers were contacted directly to request participation.

NHTSA staff members conducted 20 to 30 minute presentations at local safety council luncheons, executive board meetings and annual membership meetings of trucking associations throughout Arkansas, Louisiana, Montana, New Mexico, Oklahoma and Texas. These presentations included photographs and short descriptions of the types of things various trucking companies were doing to participate in and support the campaign.

A short test on seat belt facts was developed for use at the smaller meetings. The test allows the audience to think and talk about the costs of not wearing seat belts before they are provided with the correct answers.

RESULTS
As a result of the Because Life is a Long Haul campaign, the Buckle Up America! message has been displayed on highways across the United States. Region 6 motor carriers have agreed to place more than 15,000 Buckle Up America! Messages on their vehicles, to remind thousands of people each day to always use seat belts. Additional trucking industry participation in the campaign includes:

• One large motor carrier has painted Buckle Up America! across the back of 1,500 of its 18-wheelers
• A national chain of truck stop gymnasiums displays Buckle Up America! posters
• Billboards in Arkansas are posted with the Buckle Up America! logo and the slogan "Safety Is Our Driving Force"
• A Forth Worth, Texas hauling company has installed 500 Buckle Up America! elevator signs on their truck tailgates
• Several trucking companies in Temple, Texas have installed Buckle Up America! logos in blue and red on the mud flaps of their trucks

SPRING 1999