Seat Belt Campaigns and Buckling Up: Do the Media Make a Difference?

Abstract

This article examines the perceived impact of an information campaign about seat belt use that coincided with the implementation of a mandatory seat belt law in Indiana. Most of a state-wide sample of 811 licensed drivers recalled having been exposed to messages in the media about seat belt use; relatively few recalled exposure to such messages elsewhere (i.e., at work). About half thought that the messages exerted little or no impact; among the others, the perceived impact could be described as positive but subtle. Exposure to radio messages was the only media-exposure variable that related to self-reports of seat belt use. Because it offers immediacy, radio may represent a potent delivery vehicle for future auto safety campaigns.