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

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Focus Group Responses to Existing Campaign Approaches - Hispanic Group

The men from this focus group were asked about other campaigns they could recall. Some remembered information about vehicle and passenger safety, particularly a commercial featuring the crash test dummies that they had seen in automobile dealerships. Others recalled seeing posters and handouts at their children's schools highlighting the consequences of not wearing a safety belt. Many have seen billboards located in the outskirts of towns reminding them to use their safety belts--especially when traveling with family members. They said that the crash dummies and billboards had an impact on them.

Hispanic participants suggested that messages should be delivered in Spanish and should reflect their culture. They thought that messages developed for English-speaking audiences addressed Hispanics who are already acculturated. They also felt that an approach that would have an impact on them would be one in which a smashed car is brought to local schools for students to see the results of a severe crash directly. They suggested that seeing and touching the vehicle, and learning of the fate of the occupants, who had not been wearing safety belts while in that same car, would serve as a powerful educational tool. They thought that the brochure was powerful, specifically the picture of a woman who was grieving the death of her husband who had died in a pickup truck crash.

In general, the Hispanic group reacted favorably to the safety belt campaign material they were shown. They saw the material as a motivating tool to increase safety belt use. They did express concern, however, that all of the campaigns were in English and had to be translated by the focus group moderator. Without the translation, many said that the messages would have had little impact on them or they may have ignored them altogether.