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Campaign Makes Seat Belt Safety 'Cool' at Summer Festival

27 August 1998

'Do The Buckle' Campaign Makes Seat Belt Safety 'Cool' for Kids at The Greece Summer Fest

        Safety Campaign Brings Life Saving Message to Rochester Market

    ROCHESTER, N.Y., Aug. 27 -- We've heard it for years -- "Seat
belts save lives!"  So, why don't more Americans buckle up?  In fact, in the
state of New York, only 74 percent of drivers and passengers use seat belts.
According to National Highway Traffic Safety Administration (NHTSA), failure
to wear a seat belt contributes to more fatalities than any other single
traffic related behavior.  Not only that, but adults who don't buckle up send
children a very deadly message.  If a driver is unbuckled, 70 percent of the
time children riding in that vehicle won't be buckled either.
    Chrysler Corporation is addressing this problem 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 be in the
Rochester market this weekend at the Greece Summer Fest.
    "Every hour someone dies in America simply because they didn't wear a seat
belt," said Melissa Liptak, a "Do the Buckle" driver in the Rochester 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
Rochester 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 seatbelts.  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.