Project Characteristics Program Areas Innovative Creative Occupant Protection Targeted Audience Jurisdiction 18 to 44 year old males Regional and National

Goals

• To increase seat belt use among 18 to 44 year old males.
• To increase the overall seat belt usage rate.

Strategies

Donny Schatz is a “World of Outlaws” champion sprint car driver who grew up in Minot, ND, and now calls Fargo, ND his home.  The Safe Communities Coordinators of ND’s Ward and Cass Counties developed a plan to collaborate with Schatz in an effort to reach 18 to 44 year old males in those counties with the “buckle-up” message.  The plan was to develop PSAs and materials to use in conjunction with the national “Click It Or Ticket” campaign.

Radio and TV PSAs were developed and distributed to all radio stations, local news channels, and Cable stations in Ward and Cass Counties.  Seat belt pledges were developed and placed on back of the National Sprint Car race schedule.  Schatz attended live radio remotes and press conferences in both Counties to deliver the seat belt message.  Fans were encouraged to sign the seatbelt pledges and Schatz signed his autograph on each one.  Posters were developed and distributed in each County.

Students from schools in both counties were in attendance at respective press conferences, and all were able to sign seat belt pledges and receive an autograph.  Nodak Speedway, in Minot gave away 200 free race event tickets and free carwash vouchers were given away in Fargo.

Results

• The seat belt pledges were kept in the forefront of fans’ memories because of the placement on the schedule and Schatz’s autograph.
• Due to Schatz’s travel schedule, the “Click It Or Ticket” message and seat belt pledge were delivered to race fans across the nation.
• Due to this and other campaigns, seatbelt use in these two counties and across the state, is increasing.

Funding: Contact: $1,000 NDDOT Office of Traffic Safety $654 Safe Communities Coalition of the Red River Valley and Mayors Council for a Safe Community In kind donations: Donny Schatz and PR Manager time and travel expenses, footage for TV PSA, graphic design of poster and pledge cards, Red River Valley Speedway, Nodak Speedway, Radio Stations and Newspapers in both counties, Radio Stations and Newspapers in both counties, and many others. Robyn Litke, Coordinator Safe Communities Coalition of the Red River Valley 701-241-1341 rlitke@cityoffargo.com Kristen Partlow, Coordinator Mayors Council for a Safe Community 701-839-0488 safecity@web.ci.minot.nd.us Jurisdiction Size: Regional and National