Effectiveness of the May 2005 Rural Demonstration Program and the Click It or Ticket Mobilization in the Great Lakes Region: First Year Results

NHTSA’s Great Lakes Region (GLR) implemented a Rural Demonstration Program (RDP) prior to the May 2005 Click It or Ticket (CIOT) mobilization with the goal of increasing seat belt usage in rural areas. Paid media was used to notify rural residents that seat belt laws were being enforced. In three of the six GLR States (IL, IN, OH), enforcement was included during this phase; however, in the remaining three States (MN, MI, WI), only the paid media was implemented. All States intensified enforcement during CIOT. Media expenditures averaged $212,000 per State during the RDP phase and $516,000 per State during CIOT, most media funds were spent on television and about 130,000 seat belt citations were issued over the two phases of the program. In rural targeted areas, awareness of seat belt messages increased most during the RDP, while awareness of enforcement-related messages and activities increased most during CIOT. During the RDP, States that had intensified enforcement had significant increases in usage in their rural targeted areas. Generally, usage did not increase unless enforcement was present. During CIOT, States that had intensified enforcement during RDP showed substantially greater overall statewide gains than States that had not intensified enforcement during RDP.

Language

  • English

Media Info

  • Media Type: Web
  • Edition: Interim Report
  • Features: Appendices; References; Tables;
  • Pagination: 64p

Subject/Index Terms

Filing Info

  • Accession Number: 01050444
  • Record Type: Publication
  • Report/Paper Numbers: HS-810 753
  • Contract Numbers: DTNH22-05-D-15043
  • Files: HSL, NTL, TRIS, USDOT
  • Created Date: May 30 2007 3:19PM