GEICO Updates Spanish-Language Web Site With Safe Driving Tips and Information

Website Supports PSA Type Campaign to Help Fight High Fatality Rates Among Hispanics

WASHINGTON, Aug. 14 -- Today GEICO announced the availability of new and helpful safety information on its Spanish-language Web site, as part of an ongoing campaign to help reduce the frequency of driving accidents in the Hispanic community.

In an effort to improve alarming accident statistics, GEICO is helping to educate Hispanic drivers by providing Spanish-language information and a series of public service type announcements trying to reduce road fatalities. The National Highway Transportation Safety Administration (NHTSA) indicates that motor vehicle accidents are the third leading cause of fatalities for the entire U.S. Hispanic population, surpassed only by heart disease and cancer. Also, motor vehicle accidents are the primary cause of death among Hispanics through the age of 24.

"We are committed to educating the Hispanic community and providing valuable information about safe driving," said GEICO spokesperson Marlene O'Clery. "We care about the well being of all drivers and feel that it is especially important to communicate with the Hispanic driver and provide information in the Spanish language."

The Web site offers helpful hints on how to properly buckle up your baby, defensive driving tips, ten teen safe driving tips and more. Because Hispanics are logging onto the Internet, faster than any other segment of the population, so GEICO has added this medium in order to reach this growing market.

In early 2003, ComScore Media Metrix reported that U.S. Hispanic Internet users outnumber those of Spanish-speaking countries. According to the statistics, 12.4 million Hispanics have Internet access from home, work or school making the decision, to provide web access to Hispanic GEICO customers and potential customers an easy one.

"Web access takes our service to a higher level for our Spanish-speaking customers, an important and growing segment of our market," adds O'Clery. "We are reaching out to these customers and offering them tools and information to help save them time in their busy schedules, 24-hours a day, seven days a week."

Customers can go to geico.com click on the en espanol tab and access the information with a few keystrokes.

The Web site's safe driving information, follows the introduction of a public service announcement type campaign titled "Alto. Piensa. Sigue." Translated: "Stop. Think. (then) Go." The series of radio commercials, both 30-and-60 second units, focuses on educating Hispanics about the risks of drinking and driving, not paying attention behind the wheel, and the failure to use safety belts.

The spots are airing in key Hispanic markets including: Miami, Orlando, Tampa, San Antonio and Washington, D.C.