PROBLEM IDENTIFICATION
The Denver, Colorado metropolitan area is comprised
of six counties, including Adams, Araphoe, Boulder, Denver, Douglas
and Jefferson. Colorado State Patrol (CSP) data for 1999 indicates that
there were 626 traffic crash fatalities statewide, 212 (34 percent)
of which occurred in the Denver metropolitan area. During this same
year, CSP officers issued 32,552 citations for non-use of seat belts
throughout Colorado. Of this total, 7,217 (22 percent) were issued in
the Denver metropolitan area. Hispanic residents of Denver in particular,
were identified as having a low seat belt use rate.
GOALS AND OBJECTIVES
To help decrease injuries and fatalities resulting
from motor vehicle crashes in the Denver metropolitan area, the Denver
Metropolitan Safe Community Coalition developed the Part- Time Seat
Belt Users Campaign in 2000. Objectives of the program include:
- Increasing seat belt use through a public
awareness and education campaign designed to be fun, entertaining
and rewarding
- Promoting events through the media when possible, to help reach
a maximum audience
- Delivering the message through children
- Reaching target populations through mechanisms other than printed
materials
STRATEGIES AND ACTIVITIES
The Denver Metropolitan Safe Community Coalition
conducted a series of focus groups with Denver metropolitan residents.
Results indicated that part-time seat belt users were more likely to
be influenced to use their seat belts every time they traveled in a
motor vehicle, than those who never wear a seat belt. Campaign activities
were then created to target part-time seat belt users. Local media coverage
was solicited to help promote the following campaign activities:
- A pledge campaign/contest was conducted in
local elementary schools. City mayors and other prominent officials
rewarded contest winners with gift certificates to purchase toys at
local toy stores
- Metropolitan area high schools held media
contests, with students creating posters, videos and audio tapes.
Contest winners received gift certificates to purchase merchandise
at a local electronics department store
- A Dodge Prowler sports cars was rented to drive in the St. Patrick's
Day parade. The car carried the campaign banner, attracted public
attention, and distributed materials and buckle-up lollipops
- Two characters, Seat Belt Man and Buckle the Dog
were created to help deliver the message to children
- Employer campaigns featuring ice cream socials and give-aways were
developed, to attract the interest of employees
- The campaign was promoted through booths at local safety fairs,
public events and child safety seat checkpoints
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