Evaluation of Kentucky's 'Buckle up Kentucky: It's Enforced' Campaign.

摘要

The objective of this report was to document the results of the 'Buckle Up Kentucky: It's the Law & It's Enforced' campaign in Kentucky. The campaign involved a combination of earned media, paid media, and enforcement. The earned media started about three weeks prior to Memorial Day 2003 and continued through the enforcement period. The paid media started about two weeks prior to Memorial Day. The enforcement period was a two-week period including the week before and the week of Memorial Day. The evaluation of the campaign included documenting the activities associated with the program (publicity and enforcement) and evaluating the results. The evaluation involved conducting observations of seat belt usage at a sample of locations across the state, motorist surveys obtained at driver licensing locations, telephone surveys of drivers, and comparing the number of fatal and injury crashes during the enforcement period with previous years.