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PROBLEM IDENTIFICATION
Although seat belt use in Arkansas has increased
in recent years, at 48 percent, it remains the lowest in the nation.
During 1997, more than 60 percent of those fatally injured in motor
vehicle crashes on Arkansas highways (344 of 565), were not wearing
seat belts. Unbelted crash victims are 2 to 4 times more likely to sustain
severe injury, stay 3 to 5 times longer in a hospital and incur 2 to
7 times the medical costs of those wearing safety belts. Traffic crash
costs in Arkansas average more than $808 annually, including an estimated
$72.1 million in medical costs. By increasing the seat belt use rate
from 48 percent to 63 percent, Arkansas would save $55.9 million annually,
as well as save 54 lives and eliminate 346 serious to moderate injuries.
GOALS AND OBJECTIVES
In an effort to boost
seat belt use throughout the state, the Arkansas Safety Belt Coalition
implemented an incentive program in December of 1997 called Buckle
Up For Bucks. Program goals are to:
- Focus awareness on the
need for safety belt use throughout the year in Arkansas
- Target messages to reach
motorists during holiday seasons, when more traffic cashes tend to
occur
- Solicit participation
from local businesses so that they are recognized as supporters of
the community, and receive additional media exposure
- Identify key supporters
within the Coalition to contact their local legislators to lobby for
a change in Arkansas' seat belt law from secondary to primary
STRATEGIES AND ACTIVITIES
Members of the Coalition's Safe Travel Action
Team (STAT) solicited local businesses in the Little Rock and Texarkana
areas to each donate eight $5 bills. The bills were mounted on a custom
certificate. Businesses with a "drive-through" were chosen to participate
in the program, including a local fast food restaurant, dry cleaners
and bank.
On a predetermined, confidential day, STAT members
invited the local media to each of the three Buckle Up For Bucks
sites. At an appointed time during the day, as motorists used the drive-through
windows of participating businesses, those who were buckled up received
$5 for being properly restrained. Occupants of vehicles who were not
wearing seat belts as they drove through the businesses received reminder
cards containing a Lifesaver© candy and the message Safety Belts
are Lifesavers Too—Please Wear Yours, provided by another program
sponsor, the Pulaski County Youth Accident Prevention Program. Each
of the events received extensive coverage from local television and
newspaper affiliates.
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