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Chrysler Safety Campaign: Do The Buckle

8 April 1998

Chrysler Launches Do The Buckle Nationwide Safety Campaign

    NEW YORK, April 8 -- A leading automotive company, the
government's top traffic and safety agency and a well known educator/scientist
have joined forces to increase the use of seat belts across generations
through educational traveling displays and to encourage primary enforcement
laws to all states.
    According to the National Highway Traffic Safety Administration (NHTSA),
an estimated 5,000 lives could be saved by increasing the level of seat belt
usage in the United States to 85 percent.  Yet, only 68 percent of Americans
wear seat belts.  By contrast, Canada and Western Europe stand at roughly 95
percent.
    In an effort to raise safety awareness, Robert J. Eaton, Chrysler
Corporation's Chairman and CEO, The Honorable Ricardo Martinez, M.D.,
Administrator of NHTSA, and a popular television personality, Bill Nye, "The
Science Guy," announced today at the New York Auto Show the launch of a
nationwide consumer safety initiative designed to educate children -- as well
as all people who drive or ride in vehicles -- on the importance of wearing
seat belts.
    The multi-million dollar campaign, Do The Buckle, will feature a fleet of
10 Chrysler Corporation minivans which will travel throughout the United
States during the year and promote occupant protection through safety
demonstrations and a high energy MTV-style safety music video.  This is the
second phase of Chrysler's successful consumer education outreach, and
supports President Clinton's plan to increase seat belt usage to 85 percent by
2000.
    "This is more than just another buckle-up campaign.  We are taking these
important safety messages to not only children, but all generations across
America in a style they can all relate to," said Eaton.  "We know from our
previous safety campaign, The Back Is Where It's At!, that consumer education
programs work.  Last year we reached more than 30 million school children with
a life-saving message.  This year we've focused on the most important safety
device in a vehicle -- seat belts.  These accessories have proven they save
lives and sadly, many Americans aren't using them."
    According to Martinez, "Traffic injuries are the leading cause of death
for people of ages one to 42, and 60 percent of those who died were not
properly restrained.  We must convince drivers and passengers to use seat
belts.  Do The Buckle is a great way to reach Americans with the right
message."
    A number of safety-minded companies are supporting the campaign including
Takata Inc., a manufacturer of seat belts, ITT Automotive, a manufacturer of
anti-lock brake systems, and Autoliv, a manufacturer of air bags.
    "As an industry, both manufacturers and suppliers strive to build safe
vehicles but there's a shared responsibility for traveling safely in motor
vehicles; wearing a seat belt is the most important proactive measure a
parent, child, or passenger can take to preserve their life," said Eaton.
    With brightly colored minivans, a catchy theme song, a lively dance and
hands-on experiments that demonstrate how and why safety features work, Do The
Buckle will set out in early May.  The vans will travel a minimum of 360,000
miles and reach over 60 million people while visiting schools, community
centers, auto shows, shopping malls and other public venues.
    Chrysler minivans were the first to meet all 1998 passenger car safety
standards -- the first to provide standard driver and passenger airbags and
the first with integrated, or built-in, child safety seats.

SOURCE  Chrysler Corporation