Case Studies:
CDOT
Working to reverse low seat belt use within Colorado's Hispanic community via culturally and linguistically relevant marketing and grassroots outreach.
Opportunity:
Create a campaign to draw attention to the importance of occupant protection among Hispanic men, while encouraging this audience to buckle their seat belt every time they travel in a vehicle.
Insights:
- Low seat belt use continues to be an issue within Colorado's Hispanic community. In Colorado, more than twice as many Hispanic men died unbuckled in 2007 compared to Hispanic women.
- Men are especially vulnerable since they are far less likely to buckle their seat belts when riding in a vehicle.
- Research tells us that some Hispanic male drivers have a cultural aversion to wearing seat belts, believing that it sends a negative message about their driving abilities.
- Likewise, a significant percentage of Hispanics are recent immigrants who may be unfamiliar with U.S. seat belt laws.
Execution:
Leveraging the cultural relevance of lucha libre (Mexican freestyle wrestling), Hispanidad created a campaign spokesperson, El Hijo del Cinturón (Son of the Seat Belt), to deliver this important occupant protection message. The campaign included radio, OOH and print, in addition to grassroots outreach and "personal" appearances at a variety of community events.
