PROBLEM IDENTIFICATION

South Dakota has one of the lowest seat belt use rates in the nation (63.3 percent). While many South Dakotans view the use of seat belts to be a “personal choice” issue, ensuring that their youth are buckled up as drivers and occupants is acceptable. The number one killer of South Dakota youth ages 15-20 is motor vehicle crashes. Recently enacted standard enforcement occupant protection legislation, effective July 1, 2001 requires all youth ages 17 and under to be appropriately restrained in all seating positions of a motor vehicle.

GOALS AND OBJECTIVES

The goal of the Seat Belt Saves Lives program was to reduce motor vehicle related morbidity and mortality among South Dakota youth by increasing seat belt use. The SD Office of Highway Safety sought to develop a product that would provide law enforcement and injury prevention advocates with the needed tools to easily and accurately:

• Educate South Dakota youth of the importance of wearing a seat belt every trip;

• Inform the youth and general population of the provisions of the newly enacted standard enforcement seat belt law for youth ages 17 and under; and

• Offer advice about law enforcement’s intent to provide high visibility enforcement of the new law and existing occupant protection laws.

STRATEGIES AND ACTIVITIES

The success of the project depended on the following:

Political support and permission: Obtain Governor’s visible support of the project.

Strategic Planning Committee: Form a cohesive, highly productive committee to oversee the design, development, production, implementation and distribution of a tool kit that will accomplish the above objectives in support of the overall goal. Committee members were a cross-state representation of local and state law enforcement, emergency medicine and trauma, community-based injury prevention advocates, public health, highway safety, and victims.

Appropriate Tool Kit and Delivery Medium: Identify the components of the tool kit and delivery medium, that included:

• Short video that would deliver message by youth and victims/victims family

• Slim jim reference card with provisions of new occupant safety law

• Presenter information and fact sheet

• Evaluation response card

• Roster for presenters to track audience

Marketing Resources: Select a marketing and production company that could expeditiously produce the identified components of the tool kit.

RESULTS

Robert Sharpe and Associates (Rapid City, SD) wrote, produced, edited, filmed, scripted the video, and provided duplication. In less than two weeks, the video had been story boarded, reviewed and accepted by the committee. Within six weeks, the first draft of the video was prepared for review. Less than two weeks later the final version was in duplication.

The Tool Kit consisted of a letter from Governor Janklow that supported seat belt use, and summarized the purpose and components of the tool kit. The kit included a video titled Seat Belts Save Lives; reference card; presenter guide with seat belt information, facts and discussion questions; and roster. It also included a self-addressed, stamped response card that tracked the audience’s quantity, type, and age, and general response to the video.

A subgroup of the committee working with staff of the SD Office of Highway Safety, managed the distribution of over 3,600 sets of the tool kit to every sheriff, police chief, Highway Patrol trooper, school, fire and ambulance agency, public library, driver license exam station, driver education instructor, Safe Community, and other organizations. Additionally, the Governor’s press office provided a press release and web announcement.

   SPRING 2002