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Traffic Safety Facts Banner

Number 291 March 2004

U.S. Department of Transportation

National Highway Traffic Safety Administration

400 Seventh Street, S.W., Washington, DC 20590

SAFETY BELT ATTITUDES AMONG RURAL

PICKUP TRUCK DRIVERS

Occupants of pickup trucks consistently have lower safety belt usage rates than occupants of automobiles, vans, and sport utility vehicles (SUVs). According to NHTSA's 2003

National Occupant Protection Use Survey (NOPUS), the observed safety belt use rate is 69 percent for occupants of pickup trucks compared to 83 percent for Vans and SUVs,

and 81 percent for Passenger Cars. Occupants of pickup trucks are at a higher risk for serious injury or death given their lower safety belt usage and higher ejection rates.

Belt Use by Vehicle Type, 1998-2003

Passenger Cars Vans & SUVs Pickup Trucks

Fall 1998 71% 70% 59%

Fall 2000 74% 74% 59%

June 2001 76% 75% 62%

June 2002 77% 78% 64%

June 2003 81% 83% 69%

Source: NCSA, 2003

The Center for Applied Research conducted eight focus groups with younger and older male pickup truck drivers who live and work in the rural areas of four different states

for the National Highway Traffic Safety Administration (NHTSA). Three of the states (Georgia, Michigan, and Texas) have primary safety belt laws where an officer may write a

citation whenever a motorist is observed not wearing a safety belt. One state (Montana) has a secondary belt law where law enforcement officers must first stop a driver for

some other reason before issuing a citation for not wearing a safety belt. Two of the focus groups in Texas were comprised of Hispanic males.

Reasons Given for Not Wearing Safety Belts

The men who participated in these focus groups gave reasons why they do not wear their safety belts in their pickup trucks. They feel that the size of their vehicle protects

them and that safety belts are not necessary for short trips or work-related trips. Some said they feared being trapped in the vehicle by the safety belt after a crash.

The participants pointed out inconsistencies between state safety belt laws and laws for other highway safety areas. One example given was that some states lack motorcycle

helmet laws but require safety belt use. Some of the men in these focus groups gave this example as a justification for ignoring the safety belt law; others said the

government should not mandate safety belt use.

Reasons Given for Wearing Safety Belts

The men indicated that they do wear their safety belts when family or friends are with them, or when they are traveling on interstates, in large cities, or in inclement

weather (where they perceived the risk of a crash to be greater). Interestingly, many of the participants said they did wear safety belts when traveling in a passenger car, but

not in their pick up trucks.

Future Campaign Emphasis

New campaign development should target where and why male pickup truck drivers in rural areas of the U.S. do not wear safety belts. Highway safety specialists should design

new campaigns that emphasize crash fears and concerns that were repeatedly voiced by most of the participants.
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The Hispanic men and all of the younger men were not concerned about dying in a crash; messages for these men should not show crashes that are so severe that survival in

any event would be questionable. Instead, message themes about crash fears should emphasize paralysis and wheelchair use, loss of limb, and impact on family including

feelings of sadness about leaving family behind.

Whether young or old, the men were not impressed with statistical facts as a motivator to increase safety belt use. Most of the men agreed that federal, state, and local

governments could use numbers to prove whatever point they choose to make.

Educational efforts and campaigns should address these topics:

Low speed crashes--show crash damage and travel speed without the use of safety belts

Airbags--ejection and rollovers without the use of safety belts

Short Trips

Deciding to wear a safety belt all the time versus deciding when to wear the safety belt

The "habit" of wearing a safety belt

Get used to the feel of the belt; develop countermeasures for discomfort

The "mind set" of freedom to choose to wear a safety belt

Evolution of DWI laws and societal acceptance compared to safety belt use acceptance

Hispanic and youth "fate" issues

New messages and campaigns should use realism:

Be short and to the point

Show consequences to family

Show every day events, local areas, real people

Film messages in rural communities

Use spokespersons from the local community; celebrities are not recommended

Show real people who have been in crashes

Use First Responders who have gone to crash scenes

Stress "medical consequences" (for Hispanic and younger male audiences)

Show the possibility of survival if safety belt had been used in a violent crash

Film and record Hispanic versions that are not just language translations, but incorporate Hispanic culture as well

If statistics are used, framing is important; for example, use "1 out of 3", not 33%

Avoid humor; participants interpreted humorous messages as sarcastic

HOW TO ORDER

To order Focus Groups With Pickup Truck Drivers About Safety Belts, (35 pages), prepared by the Center for Applied Research, write to the office of Research and

Technology, NHTSA, NTI-130, 400 Seventh Street, S.W., Washington, DC 20590, fax (202) 366-7096 or download from http://www.nhtsa.dot.gov/ Paula Bawer was the contract

manager.

U.S. Department of Transportation

National Highway Traffic Safety Administration

400 Seventh Street, S.W., NTI-130

Washington, DC 20590

Traffic Tech is a publication to disseminate information about traffic safety programs, including evaluations, innovative programs, and new publications. Feel free to copy it

as you wish. If you would like to receive a copy, contact Linda Cosgrove, Ph.D. or Patty Ellison-Potter, Ph.D., Editors, fax (202) 366-7096, e-mail: mailto:Patricia.EllisonPotter,@nhtsa.dot.gov

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