SAFETY BELT USAGE IN THREE MICHIGAN CITIES. BEFORE AND AFTER STUDIES TO DETERMINE THE EFFECTIVENESS OF MVMA SAFETY BELT MASS MEDIA CAMPAIGN

The objective of the research was to determine the extent to which an advertising and publicity campaign to promote the use of safety belts has increased usage among motorists in each of the three cities. This was accomplished by obtaining usage data prior to the start of the campaign and then again just after the campaign had been terminated. Differences in usage, if any, between the before and after studies should indicate how effective the campaign was in inducing higher proportions of motorists to wear their safety belts. The overall conclusion of the research is that this particular advertising/publicity campaign to induce drivers to wear their safety belts did not result in increased usage in the three Michigan cities studied. It should be recalled that this campaign covered only two months--September and October, 1977--and a longer or different campaign might have achieved more positive results.

• Supplemental Notes:
  • Sponsored by the National Highway Traffic Safety Administration.
• Corporate Authors:

  Opinion Research Corporation

  North Harrison Street
  Princeton, NJ  United States  08540
• Publication Date: 1977-12

Media Info

• Features: Figures; References; Tables;
• Pagination: 7 p.

Subject/Index Terms

• TRT Terms: Advertising; Before and after studies; Manual safety belts; Mass media; Public participation; Public relations; Publicity; Utilization
• Subject Areas: Highways; Research; Safety and Human Factors; Society;

Filing Info

• Accession Number: 00178227
• Record Type: Publication
• Source Agency: National Safety Council Safety Research Info Serv
• Contract Numbers: DOT-HS-7-01736
• Files: TRIS
• Created Date: Aug 19 1978 12:00AM