Technical Report Page

Executive Summary

Introduction

Defining the Problem

Fatalities

Gender and Other Characteristics

Laws Pertaining to Children and Cargo Areas

Focus Groups: Background

Moderator's Guide and Topics of Discussion

Focus Groups: Findings

Focus Group Participants' Attitudes Toward Safety Measures

Focus Group Participants' Safety Belt Use

Focus Group Participants' Responses to Specific Reasons/Approaches

Focus Group Responses to Existing Campaign Approaches - English-Speaking Group

Focus Group Responses to Existing Campaign Approaches - Hispanic Group

Campaign Component Development - English-Speaking Group

Campaign Component Development - Hispanic Group

Conclusions

References

List of Tables

List of Figures

Appendices

Home

Campaign Component Development - Hispanic Group

The pickup truck drivers in this group recommended several messages and themes to convince other Hispanics to use their safety belts. They suggested emphasizing the negative consequences to family member in the event of a crash to them. They would relay a story about a relative who died in a car crash due to his or her refusal to wear a safety belt, along with the sorrow it brought to the rest of the family. They felt that that scenario would be an extremely effective campaign component.

Campaigns must be conducted in Spanish and should target the teenage audience for some of the messages. The men would present raw graphic images with blood in order to motivate Hispanics to wear their safety belts. They would use credible spokespersons and mentioned: Ricardo Montalban, Sammy Sosa, Vicente Fernandez, and local Lubbock leaders such as Ramon Agala, Carmelo Reyna, and Judge Medina. The campaigns should be shown on Spanish language television stations. They would also feature newsletters and posters in stores, supermarkets, churches, movie theatres, and schools.

Reasons Given for Not Wearing Their Safety Belts

The Detroit, Atlanta and Great Falls participants were polled at the end of the sessions. (Both Texas groups ran long and did not provide this information). They were asked to give the main reasons they do not wear their safety belts and to describe the time and places where they do not wear them. Of the 50 anonymous responses, half (25) gave behavioral reasons for not wearing their safety belt such as not remembering, laziness, not wanting to take the time or habit related. Another 40 percent (20) gave reasons that had to do with comfort. Of the 41 responses to the second question, 31 said they did not buckle up on short drives, on local roads, and in the neighborhood.

Main Reason for Not Wearing Your Safety Belt

Don't think or remember to put on 13

Uncomfortable 12

Habit or bad habit 6

Confining or restrictive or too tight 5

In a hurry, no time 4

Don't like them 3

Hassle, bothersome 3

Lazy, don't care 2

Trucks are safer than cars 1

Dirty from farm use 1

Times or Places You Don't Wear Safety Belt