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PROBLEM IDENTIFICATION
In Missouri, during 1998,
one person was killed or injured in a traffic crash every 6.5 minutes.
Traffic crashes are the chief cause of fatalities in the state for individuals
between the ages of 5 and 34, and ranks as the fourth leading cause
of death for people 35 to 55 years old.
GOALS AND OBJECTIVES
The Missouri Millennium
Promise campaign was developed in 1999 to help reduce deaths, injuries
and property damage resulting from motor vehicle crashes. Objectives
of the campaign are to:
- Develop a unique traffic
safety public awareness program
- Implement the new public
awareness program statewide
- Provide extraordinary
support for local promoters of the new program
- Create a partnership
among state agencies, safety advocates, businesses, law enforcement
agencies and other concerned entities
STRATEGIES AND ACTIVITIES
Program
planners at the Missouri Division of Highway Safety (MDHS) created the
Missouri Millennium Promise program—a statewide public awareness campaign
that calls on Missouri highway users to demonstrate their support for
safer highways. The program was designed to reduce traffic crashes,
injuries, and deaths, by proving to Missouri residents that crashes
are preventable, not inevitable. The kick-off of the campaign, in January
1999, featured brigades of motorcoaches staffed with traffic safety
advocates visiting cities throughout the state to promote the new program.
In more than 90 cities visited during the kick-off, approximately 10,000
people signed the Missouri Millennium Promise cards, a two-part pledge
card stating, "Now and in the future, I promise to be a safe and
responsible driver, because what I do counts!" On the portion to
be retained by the participant, the wallet-sized card contains the following
reminders:
- As the
new millennium begins, I promise to be a safe and responsible driver
- I will
wear my safety belt and ask that all others in my vehicle wear theirs
- I will
ensure that child safety seats are used correctly
- I will
drive sober
- I will
avoid aggressive driving and obey the rules of the road
- I will
obey all posted speed limits
MDHS officials
hope to obtain two million pledges by the end of the millennium year
2000. In order to meet this goal, communities statewide are being encouraged
to host local sign-up events. To support these local sign-up efforts,
MDHS has developed a kit complete with planning guides; samples of news
alerts, press releases, letters to the editor, proclamations; and camera-ready
copies of traffic safety-related fact sheets. A distinctive feature
of this unique effort is the provision of all documents through the
MDHS web site at www.mdhs.state.mo.us.
The partnerships
generated for the Missouri Millennium Promise provide dedicated businesses,
schools, medical groups, government agencies, civic organizations, and
individuals who are eager to aid communities in hosting local sign-up
events.
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