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PROBLEM IDENTIFICATION
Based on statewide survey data for 1997, the
seat belt use rate in Georgia for front seat passengers was 68 percent.
Although this figure represents an improvement over previous years,
it is far below the national target rate of 85 percent set by the president
in April, 1997. To assist Georgia in meeting this national standard,
the Governor's Office of Highway Safety (GOHS), developed a statewide
seat belt use strategy in 1998. Included in this strategy is a Statewide
Marketing and Public Awareness Program for Vehicle Occupant Protection
Devices (VOPD).
GOALS AND OBJECTIVES
The Statewide Marketing
and Public Awareness Program for VOPD was initiated in 1998 to help
the State of Georgia comply with the Presidential Initiative to Increase
Seat Belt Use Nationwide. Specific goals of the project are to:
- Create an educational
program to teach children about vehicle safety
- Instruct children and
adults on the proper use of air bags, seat belts and child safety
seats
- Emphasize the importance
of using occupant protection at all times when traveling in a motor
vehicle or riding a bicycle
STRATEGIES AND ACTIVITIES
The GOHS incorporated the primary element of
the national seat belt strategy, the building of public-private partnerships
into its Statewide Marketing and Public Awareness Program for VOPD.
Partnerships were formed with various companies and corporations including
program marketing firms and a character production company to create
an educational program that appeals to both children and parents. The
program features three occupant protection characters named Buckly
the Buckleupper, Bagly the Airbag and Cubby the Carseat.
These characters are designed to educate adults
and children about the importance of practicing proper occupant protection
procedures while traveling in a motor vehicle. Specifically:
- Bagly teaches the importance of children
riding in the back seat, and never in front of an air bag
- Buckly stresses that it is essential to
be buckled at all times, whether in a seat belt in a motor vehicle,
or buckled into a helmet when riding a bicycle
- Cubby reminds adults and children that
the use of a child safety seat in a motor vehicle is imperative
Buckly is the primary character of this educational
effort. His designers have produced a series of billboards, posters,
stickers, brochures, banners and t-shirts to promote the program. Buckly
travels to Georgia elementary schools to present a 35 minute program
teaching students in kindergarten through sixth grade about the proper
use of air bags, seat belts and child safety seats. He also makes appearances
at community and corporate-sponsored events statewide.
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