Citation

Jonah BA, Dawson NE, MacGregor CG, Wilde GJS. Proc. Am. Assoc. Automot. Med. Annu. Conf. 1982; 26: 167-181.

Affiliation

Transport Canada, Road Safety Branch, Ottawa, Ont, Canada

Copyright

(Copyright © 1982, Association for the Advancement of Automotive Medicine)

DOI

unavailable

PMID

unavailable

Abstract

Three approaches to promoting seat belt use in Canada are described along with evaluations of their effectiveness. A cooperative public education program was conducted by the Federal government and the ten provinces in the spring of 1981. The program consisted of public service announcements through the mass media, lectures, open-line programs, pamphlets, posters, etc. Measures of attitudes toward and self-reported use of seat belts before and after the campaign revealed no impact of the campaign even though during the post-test 25% of the respondents reported seeing a specific element of the campaign. Moreover, the attitudes and behaviours of those respondents who reported being exposed to the campaign were no different than those not exposed. A second approach is a Selective Traffic Enforcement Program (STEP) whereby police forces in jurisdictions with seat belt laws increase the enforcement of this law publicizing the increased enforcement through the media. Also, during the STEP, public education activities are carried out promoting the use of seat belts (e.g. pamphlets, films, etc.) A 1979 STEP program is described whereby increases in enforcement in the Ottawa area resulted in an increase in belt use from 58% to 80%. Two years after the program, belt use was still 66%. Belt use in a control community declined during the same period of time from the baseline level. This study was replicated in 1981 with seat belt use increasing from 66% to 76%. The implications for repeated use of STEP's to promote belt use are discussed. The final approach is the use of feedback whereby a sign is posted at the roadside saying "Drivers wearing seat belts yesterday, 45%." Daily unobtrusive measures (i.e. binoculars) of belt use are made as drivers stop at a "T" intersection. A new percentage is posted on the sign daily. A small but significant increase in belt use was observed (4%). The effectiveness of the sign is discussed in terms of implied surveillance.

Language: en