MADD and Takata Join to Take On a Highway Epidemic

MADD's Landmark 'Tie One On For Safety' Red Ribbon Drunk Driving Prevention Campaign Altered for First Time to Help Emphasize Seat Belt Usage

Effort Announced for 'Buckle Up America Week' and at the Beginning of Memorial Day Weekend - the Deadliest for Drunk Driving Victims

WASHINGTON, May 23 -- One of the longest-running and successful drunk driving prevention programs will soon be enhanced in order to spread the word about the need for increased safety belt usage in addition to the dangers of driving drunk. Takata, the number one provider of automobile safety belts in this country, is joining Mothers Against Drunk Driving (MADD) as sponsor of the 18th annual "Tie One On For Safety" red ribbon holiday campaign beginning later this year.

The announcement of the MADD/Takata partnership is being made during "Buckle Up America Week" and at the beginning of the deadliest holiday weekend for victims of alcohol-related traffic crashes -- Memorial Day Weekend -- to signal both organizations' belief that stopping this double epidemic on America's roads needs as many voices in support as possible now.

According to 2002 data issued late last month by the National Highway Traffic Safety Administration (NHTSA), traffic fatalities in the United States reached their highest level in 12 years. Alarmingly, alcohol-related traffic deaths have increased -- representing 42 percent of all traffic fatalities last year -- while a lack of seat belt usage was blamed for 59 percent of all traffic fatalities.

"There is no question that reducing the number of alcohol-related fatalities and increasing safety belt use is where we can make our greatest gains in preventing the tragic number of deaths and serious injuries each year on our nation's roads," said NHTSA Administrator Jeffrey W. Runge, M.D. "I am pleased that MADD and Takata have partnered to help educate the public about the importance of these issues."

Importantly, the sponsorship of MADD's signature public awareness campaign goes beyond merely providing funds. For the first time since the program began in 1986, the famous red ribbons, which motorists tie to a visible location on their vehicles as a symbol of their pledge to drive safe and sober, will be enhanced with images of buckled safety belts to help spread the complementary message of the importance of safety belt usage.

"Impaired driving and lack of safety belt usage are the leading killers in automobile crashes on today's roads, especially during holiday seasons," said Wendy J. Hamilton, MADD national president. "For years, we at MADD have said the number one defense against a drunk or otherwise impaired driver is wearing your safety belt. With Takata's support, we are now visually putting the messages together in order to save lives."

NHTSA has determined that impaired driving and lack of seat belt usage together were responsible for more than 25,000 of the deaths last year on the nation's roads and highways. NHTSA estimates that in vehicle rollover deaths alone, 75 percent of those killed where not wearing their safety belts and most would have survived had they worn their belts. Nearly 18,000 people were killed in alcohol-related traffic crashes alone last year.

For Takata, the nation's largest safety belt manufacturer and one of the world's largest providers of integrated safety systems, working with MADD is an effective and broad-based way to get out the message that it wants all passengers to use the lifesaving equipment that is already in their vehicles.

"We know that NHTSA has said the best way to substantially reduce automobile fatalities is through 'belts and booze' -- increasing safety belt usage while at the same time reducing drunk or impaired driving," said Tim Healy, Takata's Executive Vice President of North America. "We hope that our partnership with a great organization like MADD will help drive those messages and the motoring public, home safely."

Healy points out that most consumers would not know if they have Takata safety belts in their vehicle, despite the fact that one out of every three new vehicles is equipped with Takata belts.

"We like to be used!" said Healy, "And we hope that other safety belt makers' products are used every time by all passengers. We look forward to having MADD help us spread that message as we help to encourage people not to drive impaired."

Each year, MADD and its 600 local chapters across the country, including approximately two million members and supporters nationwide, distribute more than six million of the red MADD ribbons. In addition, MADD has been instrumental in the passage of more than 2,300 anti-drunk driving laws since 1980, helped save more than 250,000 lives and has served countless victims of drunk driving. MADD's mission is to stop drunk driving, support the victims of this violent crime and prevent underage drinking.

While the enhanced Takata-sponsored "Tie One On for Safety" campaign will officially begin in the Thanksgiving timeframe, MADD officials have already begun reworking all program materials, including the red ribbons, to incorporate the increased safety belt usage message.

Additional information about MADD can be obtained at www.madd.org . Additional information about Takata can be obtained at www.takata.com .