Beep-Beep Man is back and he heralds the return of an upcoming statewide enforcement effort aimed at getting all Michigan motorists to buckle up.
A two-week advertising campaign begins today with TV and radio spots and Internet ads reminding motorists to buckle up in an amusing, light-hearted manner but with an important message about upcoming enforcement.
Ads, which debuted last year, feature a young man driving unbuckled despite his vehicle’s chimes and flashing dash light. When he exits his vehicle, however, the beeping continues. The “beep-beep man” follows him to work, showing up in the break room, his cubicle and even the vending area. (The ad can be seen at www.youtube.com/ohsp)
“Michigan has a nearly 98 percent belt use rate,” said Michael L. Prince, director of the Office of Highway Safety Planning. “But, of the nearly 600 motor vehicle occupants killed in traffic crashes last year, slightly more than 300 were unbelted. Buckling up can cut the risk of serious injury or death in a crash in half, so it’s very likely many of those individuals would be alive today if they had worn their seat belt.”
The ad campaign grew from focus groups where young men freely admitted they are faced with constant reminders to buckle up, from in-vehicle chimes and flashing dashboard symbols to family, friends and girlfriends.
Ads will be seen for two weeks in the Detroit, Grand Rapids and Flint media markets on network television and cable and on radio stations that reach the group least likely to buckle up, young men. Other ad venues include Internet sites popular with this group such as Facebook, MLB.com, ESPN.com and FoxSports.com.
Michigan law enforcement officers will be on the streets with seat belt enforcement zones May 24 through June 6. National research has proven the most effective means to increase seat belt use is through short but highly visible periods of increased enforcement.
Ad development and placement are funded entirely with federal funds earmarked for traffic safety programs.
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