Evaluation of a community-wide incentive program to promote safety restraint use

A program was designed and evaluated to determine the feasibility of implementing an incentive campaign to promote safety restraint use, primarily among children up to age 13. During a five-month period, community residents were eligible to win monthly prizes and a grand prize by buckling up all automobile occupants when driving. Systematic monitoring of traffic and a telephone survey indicate that the program was minimally effective, reaching the attention of only about half the families with children in the community despite extensive advertising. Effects of the program on seat belt use closely paralleled airing of radio announcements, appear to have been confined primarily to children under age four, and tailed off somewhat after the initial response.