• Increasing safety belt use by 6 percent in general and among 1,000 additional African-American high school students in September 2004;

• Increasing education and safety belt use awareness for 1000 African- American senior drivers and illegal alcohol consumption awareness among 11 percent of 1,000 African-American male high school students by September 2004; and

• Determining the long-term impact and effectiveness of the Franklin County AACCTBU by September 2004.

STRATEGIES AND ACTIVITIES

The African-American Church Call to Buckle Up campaign implemented the following strategies and activities:

•  Collaborated with 6 churches during the first funding year.

• Developed a working relationship with 12 churches within Franklin County with the potential to share a traffic safety message to over 15,000 members within 9 months.

• Conducted four safety belt and impaired driving workshops and two faith-based conferences that focused on safety belts and impaired driving for African-American males ages 16-34.

• Conducted safety belt and alcohol prevention activities in 1500 high schools and provided weekly training on illegal alcohol use during the summer of 2004.

• Produced a video, “What’s Holding You Back – Church Call to Buckle Up.” Youth members of partnering churches created the video to address safety belts, alcohol consumption, and speed issues. The video was distributed to partner churches.

• Partnered with 17 churches that ministered to more than 20,000 African-American families. Partnering churches held a Back-to-School event featuring a safety message such as not drinking and driving.

• Developed a culturally sensitive, faith-based educational tool-kit and manual designed to reach African-American youth. Distributed to partnering churches.

• Created workshop forums and distributed banners and yard signs which were prominently displayed during the “What’s Holding You Back” mobilization.

• Trained more than 400 lay leaders about drinking and driving risks and safety belt non-use hazards.   

• Enlisted the help of several highly respected public officials to deliver the traffic safety message during training.

• Displayed the message “What’s Holding You Back – Please Buckle Up” on a roadway traveled by approximately 37,360 automobiles each day for one week.

• Printed the text of public service announcements regarding safety belt mobilization dates as news stories in two African-American-owned newspapers.

• Held a “What’s Holding You Back” weekend event in each partnering church.

RESULTS

A survey conducted after the campaign revealed that by stressing education and awareness, safety belt use rates of drivers in the targeted group increased. Overall, the African-American Church Call to Buckle Up campaign achieved the following outstanding results:

• Increased safety belt use rate among African American drivers by 29 percent.

• Increased safety belt usage rates for passengers by 11 percent.

• Reached 39,500 people with the “You Drink, You Drive, You Lose” and “What’s Holding You Back – Please Buckle Up – Click It or Ticket” messages in two African-American-owned newspapers.

• Encouraged 13 churches to participate in Back-to-School events.

• Communicated safety belt messages to approximately 17,000 families each week during the grant year.  Combining all partner group activities, approximately 20,000 African-American families received a safety belt restraint message as the result of the campaign.