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PROBLEM IDENTIFICATION
African American males
in the United States are almost twice as likely to suffer fatal injuries
in motor vehicle crashes than white males. In fact, traffic crashes
are the leading cause of death for African American males under age
14, and the second leading cause of death for those between the ages
of 15 and 26. The fatality rate for African American male teens involved
in traffic crashes in 1997 was 66 per billion miles traveled, compared
to 37 per billion miles traveled for white male teens.
To address this serious public
health issue, the Colorado Department of Transportation (CDOT) hired
a local public relations firm to develop a culturally-relevant program
to encourage seat belt use among African American males.
GOALS AND OBJECTIVES
The Brother Keep it
Together: Don't Risk It—Just Wear It campaign was developed by CDOT
in 1999, as the result of a highway safety study conducted by a Denver
public relations firm. Its goal was to increase seat belt use among
African American males between the ages of 16 and 44. Specific objectives
of the program were to:
- Conduct an occupant protection
safety study analyzing the seat belt habits of African American males,
between the ages of 16 and 44
- Explore the perceptions
of these men regarding automobile safety in general and in particular,
seat belt safety
- Have participants answer
questions about social issues and identify the elements of advertising
campaigns that would influence and motivate them to wear seat belts
STRATEGIES AND ACTIVITIES
Using the
results of the study of the perceptions and behavior of African American
males, CDOT developed the Brother Keep it Together: Don't Risk It—Just
Wear It campaign theme. The data demonstrated that seat belt usage
among African American men was indeed lower than that of the general
population. In response to questions concerning possible motivations
to wear seat belts, participants indicated that they were more likely
to be influenced by peers and family members than by celebrities. The
study group believed that awareness of harsh statistics about crash
injuries and deaths would motivate them to change. CDOT identified this
issue as the basis for a targeted strategic community-based seat belt
awareness campaign. The Brother Keep it Together: Don't Risk It—Just
Wear It campaign consisted of the following:
- Specific
campaign-related materials were developed, including a fact sheet
on African American males and automobiles, a targeted print advertisement
and a new logo design
- Campaign
brochures presenting key statistics were distributed at promotional
events and mailed to African American leaders in the community
- African
American owned or formatted radio stations and newspapers known for
their community outreach initiatives, were contacted and requested
to run public service announcements and radio commercial spots featuring
Denver Nugget Chauncey Billups
- Collaboration
was established with Denver's African American churches to provide
additional outreach
- An original
theatrical skit featuring teenage actors was presented at an area
high school to coincide with prom activities
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