The effect of earned and paid media strategies in high visibility enforcement campaigns

The primary objective of this paper is to describe the impact of national seat belt enforcement mobilizations in terms of changes in public awareness, perceptions, and opinions as they relate to Operation ABC (Always Buckle Up). In order to monitor changes in public awareness and perceptions, a number of national telephone surveys were conducted. Survey results indicated that the following characteristics were associated with lower self-reported seat belt use rates: (a) males; (b) 18-34 age group; (c) persons with lower income; (d) persons with lower education; (e) persons living in rural areas; (f) residents of the Northeast, Midwest, and Great Lakes; (g) residents of states with secondary enforcement laws; and (h) persons less likely to read a newspaper and more likely to listen to the radio. Telephone surveys also suggested that the following groups are more likely to fail to properly secure a child under 12: (a) persons who say they have problems securing a child in seat belt; (b) farm belt residents; (c) Hispanic and Latinos; (d) persons who indicate that they always wear a seat belt but indicate they have not in the past month; (e) persons with older vehicles; (f) lower income respondents; (g) residents of the Deep South; (h) internet non-users; and (i) urban men. These findings provide support for some basic guidelines and suggestions for conducting seat belt enforcement activities.