Buckle Up in Your Truck
2007
Paid Media -- $183,093.85
Radio -- $53,231.87
Cable -- $86,312.77
Broadcast -- $43,549.21
Total $183,093.85
The paid media was all from federal highway safety funds. $150,000 had originally been
designated toward paid media, but the additional amount was pulled from the Click It or
Ticket paid media grant. (Click It or Ticket was then subsidized with additional funds
from Missouri Coalition for Roadway Safety)
Earned Media –
Statewide Press Conference with video press release sent statewide on May 2 in Kansas
City. A rollover demonstrator was brought by law enforcement with several
demonstrations given to media that were present.
A statewide press release was sent out, resulting in at least four radio interviews, a
television interview in central Missouri and newspaper coverage. Additional coverage
may have been handled local level.
Talking points and ad materials were posted on saveMOlives.com for partners to use in
local earned media. Giveaways were provided, including key chains, Arrive Alive
bracelets, Arrive Alive t-shirts and posters. Posters with the message “Pickups rock.
They also roll” were mailed to each local region for local activities. Hangtags were
provided to pickup truck dealerships statewide.
Press conferences: 1
Events: 21
Radio interviews: 9
Television: 2
Newspaper Clippings: 10
Outreach
Multiple partners were involved in this effort. MoDOT partnered with Missouri Coalition
for Roadway Safety members, law enforcement, truck dealerships, local schools and local
media to promote the campaign.
MoDOT partnered with the Missouri Automobile Dealership Association to distribute
Buckle Up in Your Truck hangtags to dealerships statewide. A space was left on each
hangtag for the individual dealership to add their contact information or message.
In the Northwest, members of the Missouri Coalition for Roadway Safety participated in
a program to encourage seat belt awareness, particularly those driving pickups. Local law
enforcement set up seat belt checks near local high schools. Those wearing their belt
received a coupon to a participating local restaurant or fast-food restaurant. Those who
were unbelted received educational materials and a “dum-dum” sucker. These activities
took place in Maryville, Bethany, Cameron and St. Joseph.
In Kirksville, an event was held at Jim Robertson Chevrolet to involve and educate
patrons. Radio spots on three stations encouraged people to stop by the dealership if they
were buckled up in their truck to receive a free Pepsi, t-shirt, and other giveaways. The
display at the dealership included a wrecked vehicle, Arrive Alive banner, posters, and a
laptop running the television spots. A television interview on KTVO was generated from
the event, as well as two radio interviews and newspaper coverage.
In Central Missouri, a series of displays at local events brought attention to the
importance of buckling up:
April 21, 2007 – Crashed truck display at Dogwood Festival Parade, Lake of the
Ozarks
April 28, 2007 – Crashed truck display at Safe Kids Day, Columbia
May 3, 2007 – Crashed truck display at safety fair in Camdenton
May 1&2, 2007 – Buckle Up in Your Truck displays at Route 63 public meetings
in Westphalia and Vienna (400 attending)
June 1-5, 2007 – Crashed Truck display at Missouri Employers Mutual Work
Safe Week, Columbia
June 7, 2007 – Crashed truck display at Cole County Farm Safety Day, Jefferson
City (200 attending)
In the St. Louis area, the Missouri Department of Transportation teamed up with a local
radio station (WARH), local law enforcement and fire departments to run a display at the
grand opening for a new Cabela’s, a sports store catering to the campaign’s target market.
At the event, giveaways included state maps, construction brochures, Buckle Up In Your
Truck information, safety belts, Arrive Alive bracelets, pens, magnets and key chains.
Arrive Alive t-shirts were given away as prizes to those participating in games the radio
station created.
In addition to the event, WARH did live promotions for four days discussing the
importance of the Buckle Up in Your Truck campaign, as well as discussing the
enforcement effort during traffic reports.
The St. Louis area also used MoDOT message boards throughout the campaign with a
Buckle Up in Your Truck message.
In Southwest Missouri, community relations staff of MoDOT participated in two weekly
radio programs to discuss the campaign. – 1450 AM and 1420 AM. They purchased
additional Spanish-language advertising in Lawrence County, using ads from the
www.centralregionproject.org Web site.
Posters were distributed at Safe Kids Day, with an attendance of approximately 200.
In the Springfield area, many local law enforcement agencies were recruited to offer
ridealongs to the media. The focus in the Springfield area was a month-long seatbelt
awareness campaign, to cover both the Buckle Up in Your Truck and Click It or Ticket
campaigns.
In the South Central area of Missouri, the rollover demonstrator was used at multiple
events by the Missouri State Highway Patrol and MoDOT, including:
May 2 at Mark Twain Elementary (Rolla)
May 10 at Swedebourg K-6 (Pulaski Co.)
Belle PTO Carnival on May 11
May 19 Kids Fest! 2007 (West Plains)
May 1-11 Demonstrations (Van Buren, Doniphan, Ellsinore Schools)
May 4 Rollover Simulator at Summersville Elementary School's May Fest
May 12 Willow Fest (Willow Springs)
May 19 -- Seat Belt Convincer at Kid's Fest, West Plains
In Southeast Missouri, Buckle Up in Your Truck PSAs ran the month of April on KGIR
AM, a station with a male demographic of 25+ years.
In addition, PSAs ran on six different radio stations April 23 – May 12 on the following
stations:
KEZS-102.9-K103 (Male/Female 30+ years)
KGKS-93.9-KISS (Female 20-40 years)
KLSC-92.9-The River (Male/Female 25+ years)
KCGQ-99.3-Real Rock (Male/Female 20-49 years)
KGIR-1220-ESPN AM (Male 25+ years)
KZIM/KSIM-960/1220 AM (Male/Female 30+ years)