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'Do the Buckle' Campaign in The Gainesville Area

2 February 1999

'Do the Buckle' Campaign Makes Wearing a Safety Belt 'Cool' for Kids in The Gainesville Area

       Campaign Brings Life-Saving Air Bag and Safety Belt Messages to
                        Gainesville Elementary Schools

    GAINESVILLE, Fla., Feb. 2 -- Did you know that motor vehicle
crashes are the leading cause of death to children, taking the lives of 2,656
children and seriously injuring 282,000 more in 1997?  In addition, the
National Safety Council reports that as many as 175,000 infants continue to be
placed in the front seat of vehicles equipped with air bags, putting these
infants at serious risk.
    DaimlerChrysler is striving to raise awareness in the Gainesville area
about the importance of safety belts and buckling kids in the back seat.  The
campaign, called "Do the Buckle," features a fleet of colorful Chrysler, Dodge
and Plymouth minivans traveling the country carrying safety messages to
schools, malls, childcare centers, and local events.  The campaign gives air
bag and safety belt guidelines to children and people of all ages through
interactive demonstrations and the "Do the Buckle" music video.  One of the
"Do the Buckle" minivans will be in the Gainesville all this week.
    Adults who don't use safety belts may think that their behavior only
affects them, but they're wrong.  Studies consistently show that there is a
correlation between adult belt use and child belt use.  According to the
National Highway Traffic Safety Administration (NHTSA), when a driver is
buckled, 94 percent of the time children in that vehicle are buckled; but,
when a driver is unbuckled, only 30 percent of child passengers are buckled.
    "Every hour someone dies in America simply because they didn't wear a
safety belt," said Cheryl Jemmott, a "Do the Buckle" driver in the Gainesville
area.  "Safety belts are the most effective means of reducing fatalities and
serious injuries, and sadly, many adults and children aren't using them.
We're here in the Gainesville area to make wearing a safety belt a fun
experience for kids and people of all ages."
    The program's theme song, dance and video, "Do the Buckle," play off the
tune and lyrics from the '70s hit "Do the Hustle" and incorporate the motion a
person makes as they reach over their shoulder and across their torso to
buckle a safety belt.  In the video, Bucky, a lively, animated character,
comes to life to help people of all ages understand the importance of safety
belts.  The video also features an introduction by Bill Nye, the star of the
weekly Disney production "Bill Nye the Science Guy," and Robert J. Eaton,
DaimlerChrysler's Chairman.
    The exterior of the minivans feature colorful graphics and a variety of
safety messages.  The interior is equipped with a monitor for viewing the "Do
the Buckle" music video and other safety videos.
    A number of safety-minded companies are supporting the campaign, including
safety belt manufacturer Takata Inc., Continental Teves, a manufacturer of
antilock brake systems, and air bag manufacturer Autoliv.
    According to NHTSA, an estimated 5,500 lives could be saved each year by
increasing the level of safety belt use in the United States to 90 percent.
Yet, only 69 percent of Americans wear safety belts.  By contrast, Germany
stands at 95 percent.  "Do the Buckle" is the second phase of
DaimlerChrysler's successful consumer education outreach, and supports
President Clinton's plan to increase safety belt use to 90 percent by 2005.
    If you would like to learn more about "Do the Buckle" or would like a
minivan to visit a particular venue, call 1-877-TOBUCKY.