La Loteria del Manejo Seguro
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CALIFORNIA |
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PROBLEM IDENTIFICATION
The fatality rate from motor vehicle
crashes in California's Central Valley is more than three times greater
than in any other part of California. In 1994, almost 35,000 people were
injured or killed in the nine counties comprising the Central Valley. These
counties include Fresno, Kern, Kings, Madera, Tulare, Stanislaus, San Joaquin,
Merced and Yolo. The incidence of motor vehicle fatalities and injuries
increases annually with the influx of migrant farm workers. Central Valley
law enforcement personnel report that within this large migrant population
many drivers neither speak English nor understand traffic laws. In fact,
many drivers are unlicensed.
GOALS AND OBJECTIVES
In an effort to reduce motor vehicle infractions, collisions, injuries and
fatalities in the Central Valley, especially among non-English speaking
farm workers, the University of California at Davis developed the La Loteria
del Manejo Seguro (Motor Vehicle Driver Safety) educational outreach program
in 1995. Specific objectives of the program are to:
STRATEGIES AND ACTIVITIES
In the fall of 1995, a Central Valley migrant education high school group
participated in a two-day training session conducted by Manejo Seguro staff.
Here they learned to be effective trainers and how to use La Loteria del
Manejo Seguro in their own community education programs. Further training
sessions in Central Valley's migrant camps also took place throughout 1996.
Two mass media campaigns were developed for the program. The first distributed 18 public service announcements (PSAs) to coincide with National Farm Safety Week. The PSAs focused on impaired driving, safety belts, child safety restraints, speeding and open containers of alcohol. These were distributed to 99 Spanish radio stations throughout California. The second effort, titled Driver Safety Media Awareness campaign, targeted the Fresno area farm worker community. This four week campaign was conducted to increase awareness of safe driving practices in five Central Valley counties. It was presented through Spanish language radio and television stations, and two bilingual weekly newspapers. One facet of the campaign involved a Bingo-style game played on the radio and television as a means to teach safe driving behaviors. Game winners received child safety seats. Approximately 50,000 people were reached through the Driver Safety Media Awareness Campaign.
RESULTS The La Loteria del Manejo Seguro driver safety education program has been presented at professional conferences, health fairs and regional meetings throughout California. The program was a recipient of the 1996 Nationwide Insurance award, "On Your Side Highway Safety Award". La Loteria del Manejo Seguro was also presented at several motor vehicle festivals in 1996, where farm workers and families, labor contractors, growers, community leasers and community service organizations are brought together during the peak harvest season to learn about motor vehicle safety. Approximately 475 people participated in these festivals. |
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National Highway Traffic Safety Administration | Summer 1997 |