PROBLEM IDENTIFICATION
Traffic crashes are the leading cause of support from all segments of the community, including the workplace. While employers are not a traditional avenue to reach youth with traffic safety messages, the workplace is a proven environment for influencing behavior. Also, for many young adults the workplace is the only place where they will receive these messages.

GOALS AND OBJECTIVES
The Youth in the Workplace program was initiated by the Minnesota Safety Council in 1995 to provide young drivers with traffic safety education focused on speeding, safety belt use and impaired driving. Objectives associated with the program are to:

• Develop partnerships with industry associations representing employers with large numbers of workers between the ages of 16 and 24 to assist in establishing a pilot workplace traffic safety program
• Design and distribute resources which employers can integrate into their existing structure and programs
• Expand distribution past the pilot period, both in targeted industries and to additional worksites throughout the state

STRATEGIES AND ACTIVITIES
At program initiation, Safety Council personnel contacted numerous industry associations throughout the state, requesting employee age profiles, and describing the Youth in the Workplace program. Partnerships were established with ten key industry associations including Grocers, Hospitality and the Retail Merchants' Association. Each partner association promoted the program to their memberships and provided program staff with direct access to them.

An integrated set of materials was developed for use by employers and employees. This included an employer resource manual, brochures, payroll stuffers, posters, fact sheets, videos and guest speakers. The program was then pilot tested at 45 worksites throughout Minnesota. Feedback was gathered from employers, employees and additional youth groups. With successful completion of pilot testing, the program expanded its distribution through direct mailings to the full membership of each partner industry association, as well as other associations with an interest in, or link to traffic safety. These included:

• American Society of Safety Engineers
• Minnesota Service Station and Convenience Store Operators Association
• Automobile Association

Information was also distributed through work-related youth programs such as 4-H, Business Professionals of America and Future Farmers of America.

RESULTS In 1996, drivers age 15 to 24 accounted for 15.8 percent of Minnesota's licensed drivers. They were involved in 28.4 percent of the state's fatal motor vehicle crashes compared with 25.6 percent in 1995, and 29.6 percent of injury crashes, down from 30.3 in 1995. The Youth in the Workplace program provided materials to over 250 employers statewide in 1996, representing 90,000 employees. The program also provided assistance to 8 National Safety Council chapters interested in replicating the program. In 1996, the program received recognition for excellence in community service from both the Minnesota and the American Society of Association Executives.

FUNDING   Section 402: $50,000 CONTACT     Ann Kulenkamp Director of Communications Minnesota Safety Council 474 Concordia Avenue St. Paul, MN 55103-2430 (612) 228-7324