The new Never Made It safety belt marketing campaign encourages teens to wear their safety belts, since teen safety belt usage rates are significantly lower than other Missourians. Sponsored by the Missouri Coalition for Roadway Safety, the campaign is set to launch in December with a strong emphasis in the spring of 2007.

The campaign uses realistic, chilling images coupled with a “never made it” message to convey the potential consequences of not buckling up and what teens might miss out on if they die in a traffic crash because they failed to buckle up.

A study conducted by the National Highway Traffic Safety Administration found that young drivers account for only 6 percent of all drivers (ages 15-20), but they account for 14 percent of all fatal crashes. In the last three years, 68 percent of the people who died in traffic crashes were not wearing safety belts and nearly eight out of 10 teens killed in traffic crashes were not buckled up.

This summer, the Missouri Coalition for Roadway Safety in conjunction with the Institute of Public Policy and the Truman School of Public Affairs at the University of Missouri conducted 12 focus groups. The purpose of the focus groups was to determine how teenagers make decisions about safety belt use and what outreach messages can potentially influence safety decisions.

The focus groups found that realism is one of the most effective ways to encourage safety belt usage among teenagers. These findings, along with information gained from last year’s Restrain Yourself video contest winners, were used to develop the campaign.

The campaign involves several elements including print, video and radio advertisements, along with promotional events and an electronic message. All campaign elements include the Buckle Up. Arrive Alive message.

For more information about the new campaign or teen safety belt use, visit www.saveMOlives.com.