served as the NHTSA Contracting Officer's Technical Representative for this study.
AbstractColorado and Nevada initiated multiwave Teen Seat Belt Demonstration Projects in October 2007. Four waves of paid media and law enforcement activity were conducted over the next year. Three of these waves were conducted independently of statewide Click It or Ticket (CIOT) mobilizations, and one wave was conducted immediately prior to the May 2008 CIOT effort. Program data indicate that these were "strong" programs, and awareness surveys indicated that media efforts and law enforcement agencies successfully impacted the target population of teens 16 to 20 years old. Baseline use rates were substantially higher in Nevada than in Colorado; and, in Nevada, baselines were higher among college students than among high school students. Teen seat belt use increased significantly in both States. Overall gains of 5 percentage points in Colorado and 8 points in Nevada were substantial, particularly given that both States have secondary enforcement laws and low fine levels ($20 in Colorado; $25 in Nevada). It is likely that greater gains could be made with passage of a primary law upgrade and/or an increase in fine levels in either or both of these States.
Targeted AreasThe targeted areas were major population centers of each State including: the Colorado SpringsPueblo, Denver, and Grand Junction-Montrose media markets in Colorado; and the Las Vegas and Reno-Sparks media markets in Nevada. Virtually the entire population of both States was covered by these media markets, although enforcement was focused more in metropolitan areas.
Program MessageCIOT was the primary branding for the teen program, just as it is for statewide CIOT mobilizations. In addition, the paid advertising component of the program included enforcement-related ads for radio and for television that carried an "Out of Nowhere" theme, designed to send a message to teens that, if they are not buckled up, policeman can appear out of nowhere to give them tickets.
Program ActivityOutreach and Earned Media Outreach to the news media and various partner organizations resulted in scores of news stories and events associated with each program wave, usually in conjunction with news events or news releases just prior to each enforcement period. In Colorado, there was an average of about 60 television news stories and 50 print or Web stories associated ii with each wave (earned media). In Nevada, there was an average of about 30 television and 11 print or Web stories associated with each wave, but the greatest number of these articles and stories was associated with the first program wave. . These paid media efforts resulted in an average of more than 2,000 radio and television ads aired during each program wave, many times the number of earned media stories. In terms of gross rating points (GRPs), these ads resulted in just over 600 GRPs per wave in Colorado and 525 GRPs per wave in Nevada. Both averages indicate "strong" to "very strong" media programs. Television was the pri...