Goals

• To increase Northern Valley Safe Communities Coalition visibility in the Grand Forks area.
• To reduce deaths and injuries in the 18-34 year old age group for males by increasing safety belt use.

Strategies

With safety belt use in Grand Forks County at 60.6% in 2005, and male safety belt use rates at 50.2% that same year, the Northern Valley Safe Communities Coalition decided it was time to reach out to the public in different ways. The coalition partnered with River Cities Speedway in Grand Forks to get the “buckle up” message across.

River City Speedway draws its spectators and participants from quite a large area because it is the only circle track in northeast North Dakota. The target population of 18-34 year old males is prevalent among circle track racing fans and participants, so this is a great way to reach this target audience.

Buckle Up PSA’s were developed and announced throughout, and at the end of, each race to remind people to buckle up on the way home. A “Winners Buckle Up” poster was developed that boasted the photo of a well-known local young racer and his car. He donated his time for the photo shoot, as did the photographer. Posters were printed and donated by Altru Health Systems and distributed to businesses that sell spectator tickets. A black and white copy of the poster was added to the weekly race programs.

There has been a very positive reaction to this campaign and plans are being made for next year, which include continuing with, and adding to, this campaign. Northern Valley Safe Communities is exploring a track sponsor partnership so more can be done at the track.

Results

• The campaign brought information about Safe Communities to a new local stakeholder. The owner of River Cities Speedway has expressed interest in joining the Northern Valley Safe Communities Coalition.
• Due to this and other campaigns by the coalition, safety belt use rates in Grand Forks County have increased to 79.6% in 2006.
• Safety belt use rates among males in Grand Forks County have increased to 74.6%.