Increasing safety belt use by high risk drivers: Final report

Abstract

The objectives of this study were to: 1) identify groups of non-belt users who are most likely to become involved in highway crashes and 2) develop and test communication programs designed to increase safety belt use by one or more of these groups. The study was conducted in two phases. In Phase I, non-belt users who are over-involved in crashes were identified, documented and categorized into homogeneous groups. For each group, behavior modification programs and communication channels were identified. Phase I was completed with the determination that it would be feasible and cost-effective to implement programs to increase belt use in the following groups: Young Males (18-24), All Drinkers, Elderly (over 65), Unemployed Males, and Smokers. Phase I included extensive literature searches and analysis to identify groups and programs. The young male group was selected for Phase II because this group is at higher risk of crash than all other drivers and are reported consistently as non-belt users. A contest through a radio station targeted at this age group was selected as the medium for the buckle-up message. The program was called Make It Click! and was conducted at WKMX-FM, Dothan, Alabama. Drivers collected prizes if they were observed using safety belts in cars bearing a contest sticker. The message was widely heard by all age groups as determined by a survey of the listening area, but safety belt use as assessed by systematic observation did not increase. Follow-up research determined that the use of vehicle stickers was not popular with the target group and that the contest was viewed as too complicated for the modest size of the prizes. Recommendations for implementing future programs with high risk groups are provided.