"SOMEBODY NEEDS YOU" TEST CAMPAIGN--VOLUME I, SUMMARY REPORT; VOLUME II, DETAILED FINDINGS AND CONCLUSIONS: VOLUME III, SUMMARY TABULATIONS

A campaign was begun in the Grand Rapids area to increase public understanding and awareness of the value of safety belts and to provide more positive attitudes toward safety belt usage. This campaign, utilizing traditional media (television, radio, outdoor and newspaper) had a basic theme--"Somebody Needs You"--and the accompanying research was designed to detemine whether a well-conceived and executed campaign could create attitude shifts greater than the few percentage points generally attributable to political/public service advertising. Results of this study were to be used for comparison with future attitude studies to determine the effect advertising was having on attitudes toward seat belts. These results indicate that the advertising has continued to create more favorable attitudes toward safety belts, safety belt use, development of safe driving habits, etc.

  • Supplemental Notes:
    • Sponsored by Motorists Information, Incorporated.
  • Corporate Authors:

    Lincorp Research, Incorporated

    24123 Greenfield, Suite 303
    Southfield, MI  USA  48075
  • Authors:
    • Cole, B L
    • Dain, S J
    • FISHER, A J
  • Publication Date: 1977-5

Media Info

  • Features: Figures; Tables;
  • Pagination: 174 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00176799
  • Record Type: Publication
  • Source Agency: National Safety Council Safety Research Info Serv
  • Report/Paper Numbers: Final Rpt.
  • Files: TRIS
  • Created Date: Aug 19 1978 12:00AM