 |
North Dakota Department of Transportation
North Dakota Department of Transportation Drivers License and Traffic Safety Division asked us to help them achieve their goal of increasing seat belt use by pickup drivers from 43.8 percent to 50 percent. Our research showed that we must give male pickup drivers a compelling reason to choose to buckle up and then remember to do so. We found was that for our target audience, the strongest motivator on this issue was a "significant other" - a wife, girlfriend or child.
The resulting campaign was based on the theme, "Pickup the Habit for Someone You Love." We used radio statewide with a high male listenership and posters distributed to venues frequented by pickup drivers, such as gas stations, convenience stores, lumberyards and livestock markets. Post-campaign research found a reported 20.5 percent increase in males who use their seat belts when driving a pickup and a 21.5 percent increase in males who reported buckling up when riding in a pickup. Overall, the usage rate of seat belts in pickups was up 6.4 percent, exceeding DL&TS's goal of 50 percent.
|
|
|
|
