Who's Not Buckled Up?: Focus on Key Communities The Part-Time Belt User - Teens - Black Americans and Safety Belt Use Hispanic Americans and Safety Belt Use - Rural, Male Pickup Drivers The Part-Time Belt User Who's buckling up and who's not buckling up? Surveys indicate a national safety belt use rate of 69 percent, but this doesn't mean that the population divides neatly into "belt users" and "non-belt users." The situation is more complicated, and a better understanding of who is buckling up (or not) and when may be helpful in developing programs and messages to increase belt use. According to the 1996 Motor Vehicle Occupant Safety Survey, a national survey of self-reported belt use, the nation's drivers are divided into several categories: A solid group of "all the time" users: 61 percent of drivers say it has been more than a year since they last didn't wear a seat belt A substantial population of part-time users: those who say they buckle up "all the time" yet hadn't used their belt at some time in the past year (16 percent) and those who said they used their belts "most of the time" (12 percent) or "some of the time" (6 percent); and The 6 percent of the population who said they "rarely" or "never" used seat belts. These figures suggest that efforts to increase belt use may be most effectively targeted to that 34 percent of the population who are part-time users of safety belts, but who do not automatically buckle up every time. The data also indicate that many people who are not always buckling up believe in the benefits of safety belts, but this belief is not yet consistently reflected in their behavior. To better understand part-time belt users and the messages that may motivate them to buckle up, NHTSA sponsored a series of focus groups among identified "part-time users" to discuss their attitudes and behavior. The findings can help safety professionals in developing and implementing programs to increase belt use among part-time users. Some of the guidance that emerged from these discussions include: Part-time safety belt use is a function of how an individual thinks about the risk when he or she first gets into the vehicle. Messages should seek to increase anxiety about these risks to change behavior. Different target audiences respond to different cues, so a general approach won't work. Messages reminding part-time belt users of the various inattentive, annoying and dangerous behaviors of the other driver could increase motivation to always wear seat belts. For young adults and teenage females, seat belt messages with child-related and relationship themes get attention. For young adults, seat belt messages that emphasize being a good role model for children are appealing. Teenage males and females prefer messages that are daring, offbeat and "politically incorrect." For teenage males, visually graphic messages of the violent outcome of crashes get attention. True-life stories are viewed as a powerful way to convey messages, and home video footage is an excellent tool for personalizing stories about both non-belted crash victims and people who were saved from serious injury because of safety belt use. Messages from employers to encourage seat belt use could effectively motivate employees if framed within a broader context of concern for employees' health and well-being. Monetary and other cash-value incentives were very powerful motivators. Statistical information about seat belt use and crash injuries has little effect on attitude, motivation, or behavior; respondents also said they would not be persuaded by messages based on the less tangible societal costs, such as higher taxes or insurance costs. "First responders" and hospital emergency department professionals are believable messengers with credibility; however, their messages tend to have only a short-term effect on behavior. Peer programs for high school students could be effective, but only if presenters have relevant stories and experiences. A well-publicized, continuous community program to promote seat belt use could increase attention and the use rate. Nationally-recognized personalities would not be as effective as local spokespersons unless they have a relevant story to share. Why don't these part-time users, who indicate they believe in the effectiveness of safety belts, always buckle up? Their responses suggested that they tend to buckle up when they perceive increased risk of danger. They did not wear their seat belts when there were no "danger cues." These situations included driving short distances or in familiar places or in good weather. The participants' comments indicated that when they enter their vehicle, they are often inattentive and distracted and do not even consider that they are driving. Instead, they are focused on their personal thoughts and concerns, such as what they planned to do when they reached their destination. This is in spite of the fact that many of them agreed that most crashes occurred close to home and many of them had been in crashes. Even though they know of the risk attached to the seemingly safe short drive, many part time users are not motivated to respond to the risk. For more information on this study, see NHTSA's Traffic Tech Number 177. (Limited copies of Increasing Seat Belt Use Among Part-Time Users: Messages and Strategies are available by writing to the Office of Research & Traffic Records, NHTSA, NTS-31, 400 Seventh Street SW, Washington, DC 20590, or by sending a fax to 202/366-7096.) Teens Tragically, teenagers have high death rates - both as drivers and as passengers. And young drivers are one of the groups with the lowest safety belt use rates. The belt use rate for 16 to 24-year-olds in 1996 was 49.5 percent, compared to the national average of 68 percent. Motor vehicle crashes are the leading cause of death for teenagers. Fifteen- to 19-year-olds have not only one of the highest death rates for drivers, but also for their passengers, many of whom are also teenagers. Fatal crash statistics show a rise in the death rate of motor vehicle passengers which begins at age 13. These deaths are associated with motor vehicle crashes involving teenage drivers. In 1997, for nearly two out of three (63 percent) teenage passengers who died in crashes, a teenage driver was involved. How to increase belt use among teens and improve these grim injury and fatality statistics? To better understand why teens don't buckle up, and what approaches may be effective in increasing teen belt use, NHTSA sponsored a study with teenagers in four different states. These discussions may illuminate why some teens don't always buckle up and what messages may work in improving their safety belt use. In each state studied, teen seat belt use was lower than that of the adult population. When are teens more likely to buckle up? Teen safety belt use was more likely: among those who had taken driver education among drivers rather than passengers by females in passenger cars rather than pickups by younger teens in larger cities An earlier study indicated that a teen's seating position seemed to often be related to belt use. A 1993 study found that teen safety belt usage was more prevalent in the front seat (54 percent) than in the back seat (15 percent) of a car. Students from rural schools were less likely to wear safety belts while riding in the front seat of a vehicle, an alarming conclusion since the injury rate on rural roads is typically much higher than on urban roads. The discussions with teenagers found fewer "all the time" users than in the general population and a large number of part-time users: 60 percent of the teens indicated that they did not always wear their safety belts, compared to approximately 34 percent of the general population who are part-time users. The factor mentioned most often for those who were not safety belt users was that safety belts are uncomfortable. Another comment often made was "I just don't think about it." Teens often expressed doubts about safety belt effectiveness and voiced a lack of confidence in the operation of the belt and buckle mechanism. The discussions revealed that teens are lacking in basic knowledge of how safety belts work, the physics of crashes, safety belt effectiveness, and have unrealistic notions of crash risk. For most teens in the groups, parental influence seemed to be a greater influence on belt wearing behavior than peer pressure. Parental influence was notably effective in establishing the belt wearing habit. When asked what approaches would be most effective in getting part-time and non-safety belt users to buckle up: Teens expressed a preference for reality in educational campaigns. Grim and bloody presentations were considered more effective in influencing their thinking than humorous and catchy messages. Ads featuring other teens were preferred. Teens said they were more likely to pay attention to broadcast ads than anything in print. Even though many of the teens interviewed were not consistent safety belt users, they were almost unanimous in their support for safety belt laws and enforcement of these laws. The study suggested that messages seeking to convert teen nonusers to safety belt users would be more effective if they included hard-hitting, factual, realistic demonstrations and enactments to illustrate the results of nonuse. These discussions also raised other potential messages and audiences that may increase teen belt use: Educating teens about the reality of crashes and the effectiveness of belt use. A guide for secondary school science teachers that teaches the principles behind transportation technology and safety, "Move With Science," has been developed by the National Science Teachers Association (NSTA) in cooperation with NHTSA. For more information, contact NSTA Special Publications, 703/243-7100, or visit their website: www.nsta.org. Educating teens about the importance of buckling up in every position - in the back seat, in a pickup - and making sure everyone in the vehicle is buckled up. Communicating to parents the importance of modeling buckle-up behavior to their children before their children enter the teen years, and the risk to their children as passengers in vehicles driven by other teens. Parents can emphasize the need to always buckle up even, and especially, when driving with friends. The findings of these focus groups may not be representative of teenagers across the country, or of teenagers within each state. For more information about this study, see NHTSA Traffic Tech Number 176, April 1998, "Characteristics and Conditions of Teenage Safety Belt Use." Black Americans and Safety Belt Use Seat belt use is a public health issue that should be of special concern to the African American community. African Americans are less likely to use seat belts than the general population and are at greater risk: Observed seat belt use among African Americans is more than 10 percentage points lower than the national average. High school students surveyed by telephone underscored this disparity in belt use. More than 31 percent of black high school students reported "rarely" or "never" wearing their safety belts, compared to 21 percent of white and 18 percent of Hispanic students. The picture is especially grim for young black men. Motor vehicle crashes are the leading cause of death for black males through the age of 14 and the second leading cause of death between the ages of 15 and 26. A recent survey showed that African Americans visited emergency rooms because of motor vehicle crashes at a higher rate than other groups -- 24 visits per 1000 people compared to 14 per 1000 for whites. Although the safest place for children 12 and under is the back seat, a recent survey indicated that minority children (including black children) were more likely to be improperly placed in infant safety seats in the front seat (42 percent of minority children compared to 15 percent of white children). Thus, expanded efforts are needed to increase seat belt use in the black community, including education, awareness and enforcement activities. Have you undertaken successful efforts to increase belt use in the African American community in your city, state or region? Campaign Safe & Sober wants to hear about it. What messages worked best? Who were key partners in reaching this community? How did you deliver the message? Did you focus on any special subpopulations, such as black teens? What would you do differently? Your experience can be shared in future planners to provide critical guidance to others committed to increasing belt use in this community. Please see page 24 of this planner, or visit the website: www.SafeandSober.org. Hispanic Americans and Safety Belt Use The Hispanic population is growing seven times faster than the U.S. as a whole. Hispanics are anticipated to increase from 11 percent of the nation in 2000 to 22 percent in 2050. The nonuse or misuse of seat belts among this population is emerging as a significant public health issue. As the Hispanic population grows, the proportion of crash injuries and fatalities borne by Hispanics will increase. Improved safety belt and child safety seat use by Hispanic Americans will help to mitigate this burden. One segment of this community particularly at risk due to lower seat belt use is young Hispanic males. Motor vehicle crashes is the leading cause of death for Hispanics through the age of 24 and are the second leading cause of death for ages 25 to 44 and the third leading cause of death for Hispanics of all ages (surpassed only by heart disease and cancer). Hispanic children may be more at risk of being improperly restrained. Although the safest place for children 12 and under is the back seat, a recent survey indicated that minority children (including Hispanic children) were more likely to be improperly placed in infant safety seats in the front seat than white children (42 percent of minority children compared to 15 percent of white children). We know that greater seat belt use will significantly reduce unintentional death and injury in the Hispanic community and the nation as a whole. If we could achieve a 90 percent national seat belt use rate, the United States would save a total of $356 million annually in Medicare and Medicaid costs. Have you have undertaken successful efforts to increase belt use in the Hispanic community in your city, state or region? Campaign Safe & Sober wants to hear about it. What messages worked best? Who were key partners in reaching this community? How did you deliver the message? Did you focus on any special subpopulations, such as young Hispanics? What would you do differently? Your experience can be shared in future planners to provide critical guidance to others committed to increasing belt use in this community. Tell us about it. Rural, Male Pickup Drivers Who doesn't buckle up? One population group with traditionally low seat belt use is rural male pickup truck drivers. Surveys show that belt use in rural areas is lower than in urban areas, and especially among occupants of pickup trucks. Getting these drivers to buckle up has been a challenge, especially in those states which have seat belt laws including exemptions for pickup truck occupants. To better understand what "buckle up" messages and strategies would be effective in reaching this audience, NHTSA sponsored a series of focus group discussions with young men from rural areas in Kentucky and Texas, all of whom admitted they were not consistent seat belt users in their pickup trucks. Several key factors emerged in the discussions: The participants said they were indifferent to the effect their actions might have upon themselves, but were concerned about the impact on the people close to them. To be effective, messages should be simple and brief, and clearly show the impact of not wearing seat belts. The participants held misconceptions about seat belts and their effectiveness. These drivers referred to anecdotes they were told by emergency medical responders or law enforcement officers of cases where seat belt use would have caused death or injury. The participants indicated that they found these anecdotes believable due at least in part to the status of these authority figures. With this group, emphasizing that people should buckle up just because "It's the Law" could be counterproductive, even generate resentment. The participants indicated that respect for a law must be earned, not commanded. Thus, messages they felt were commanding or preaching would not be effective. The participants also preferred small groups for discussion or presentation, indicating that a lecture hall format discourages discussion and is impersonal. These considerations shaped sample messages, which were then tested in a second wave of discussions. The most persuasive message for this group of drivers was one that focused on the impact of their death and loss on family and friends. For more information, see NHTSA Traffic Tech Number 143, "Program Strategies to Increase Safety Belt Usage in Rural Areas." return to main Safe & Sober site - return to top of Planner 18 site Questions or comments about this webpage? Please e-mail the webmaster.