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'Do The Buckle' Campaign Makes Seat Belt Safety 'Cool' For Kids in Milwaukee

20 August 1998

'Do The Buckle' Campaign Makes Seat Belt Safety 'Cool' For Kids in Milwaukee

Safety Campaign Brings Life-Saving Air Bag and Seat Belt Messages to Milwaukee

    MILWAUKEE, Aug. 20 -- We've heard it for years -- "Seat belts
save lives!"  So, why don't more Americans buckle up?  In fact, in the state
of Milwaukee, only 62 percent of drivers and passengers use seat belts, six
percent less than the national average, which is already low at 68 percent.
Chrysler Corporation is addressing this problem in Milwaukee with a
new multi-million dollar campaign aimed at reminding kids and people of all
ages it's "cool" to "Do the Buckle."
    Featuring a fleet of ten Chrysler minivans, the "Do the Buckle" safety
tour is traveling the country carrying safety messages (wear your seat belt,
kids in back, air bags save lives) to schools, malls, day care centers, local
events and other community events.  The minivans bring safety demonstrations,
the Do the Buckle song and dance (through a video) and other fun safety
messages to diverse audiences.   A "Do the Buckle" minivan will stay in the
Milwaukee market and surrounding cities for the next two weeks.
    "Every hour someone dies in America simply because they didn't wear a seat
belt," said Elana Tapper, a "Do the Buckle" driver in the Milwaukee market.
"Seat belts are the most effective means of reducing fatalities and serious
injuries, and sadly, many Americans aren't using them.  We're here in
Milwaukee to make wearing a seat belt a fun experience for kids and people 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 seat belt.  In the video, Bucky, a lively, animated character, comes
to life to help people of all ages understand the importance of seat 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.
    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
Takata Inc., a manufacturer of seat belts, ITT Automotive, a manufacturer of
antilock brake systems, and Autoliv, a manufacturer of air bags.
    According to the National Highway Traffic Safety Administration (NHTSA),
an estimated 5,500 lives could be saved each year by increasing the level of
seat belt usage in the United States to 90 percent.  Yet, only 68 percent of
Americans wear seat belts.  By contrast, Germany stands at 95 percent and
Canada stands at roughly 89 percent.  "Do the Buckle" is the second phase of
Chrysler's successful consumer education outreach, and supports President
Clinton's recent plan to increase seat belt usage 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.