TABLE OF CONTENTS

Technical Summary
Technical Report Documentation Page
Background
  A. Unrestrained RuralFatalities in the GreatLakes Region
  B. An Approach for Reducing Unrestrained Fatalities
  C. The Great Lakes Regional Demonstration Program
Methods
  A. Program Description
  B. Evaluation
    1. Measuring Changes in Awareness
    2. Measuring Changes in Seat Belt Usage
Results
  A. Program Activity
  B. Awareness of Media and Enforcement Activity
    1. Awareness Levels
        Rural Targeted Areas
        Statewide
        Statewide versus Rural Targeted Areas
        Targeted versus Non-Targeted Rural Areas
    2. Message Sources
    3. Message Format
  C. Seat Belt Usage
    1. Statewide and Rural Changes
        Statewide Changes
        Conversion Rates
        Rural Targeted Areas
        Statewide versus Rural Areas
    2. Changes Among Various Sub-Groups
Summary and Discussion
References
Appendix A. “No Exceptions” Art WorkforPrint Ads andPosters
Appendix B. Media Planner for Outreach Organizations
Appendix C. Telephone Survey Instrument
Appendix D. State-by-State Results of Telephone Survey