Occupant Protection
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Seat belt rates in the United States have been rising steadily since 1983, with almost 90% of the country buckling up.
Increasing seat belt use above 90% requires connecting with people with preconceived perceptions about why they don't buckle up, or reaching those who haven't heard the message consistently. Alliance Highway Safety has a successful track record of engaging these people changing behaviors through outreach and messaging. Sometimes, changing attitudes and behaviors to a positive social norm requires connecting on an emotional level. Traditional media often fails to solicit such a response, but one-on-one connections can. |
"An important aspect of sponsorship is the level of loyalty that many enthusiasts pledge to sponsors of their favorite athletes, teams, or sports. When many social marketing issues require an emotional - not just rational - response from someone to adopt behavior, the benefit of having the target audience positively disposed to the message because of a desire to support a sponsor is unmistakable."
Social Marketers in the Driver's Seat: |