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Local Heroes
Plus
Occupant Protection Priority
05. 22. 2019
AGENDA
Why OP
enforcement is
important
Data and
background
The “new” focus
The results
1
2
3
4
5 The ASK
Why enforce seat
belt and child seat
laws?
It effects ALL other
program areas and
reduces fatalities and
injuries
Unbelted fatalities are
near 50%
(over 50% the last 5
years in VA)
Impaired driving
accounts for 29% of
all fatalities
Drug impaired
increasing
Speed is a factor in
26% of all fatalities
and may be under
reported
Highway Safety Issues – VA and Nationally
Seat belt use
below the
national
average
Seat belt
enforcement
declining/fatalities
are rising
Public
perception of
getting a ticket
is low
#
Region 3 Unrestrained Fatalities
R3 Grant Funded OP Citations
Pop Quiz!
Name the 1 sport in which the
spectators nor the participants know the
score or the leader until the contest
ends?
If you continue to do the same thing,
you will receive the same results
(or worse)
A
New Approach
#
HEROES Everyone has them
#
Local HEROES
How it began
• NHTSA challenged Kentucky to raise seat belt usage rate to 90 percent (86.8 percent in 2017)
• Introduced us to Enrollment Centered Approach to Media Marketing (ECAMM) developed by Cardinal Media, Inc.
• ECAMM had been utilized by other state safety offices campaigns and resulted in increased usage rates
Taking it to the next level
• Named it “Local Heroes”
• Created radio, print, social media and television PSAs specific to each county
• Utilized one representative from state, city and county agencies
• Moved away from the strict law enforcement message (but still an enforcement message)• Presented actual traffic officers (no
command staff) as those who care about their community
• Counties selected based on crash data
• Statewide Version
• Eastern KY Regional Version
• 25 distinct counties
Local Heroes Program
- Community-centered, multimedia
initiative
- Officers who participate in the
program are much more likely to
wear their seat belt!
• Local Heroes Results
• 84.6% of Officers “increased OP Enforcement at agency”
• KY’s observed seat belt usage rate rose from 86.8 percent in 2017 to 89.9 percent in 2018!
• And they had fun too
KOHS YouTube Channel
• Drone footage, county-specific landmarks
#
Facts & Figures
Region 3: Past 5 years
17
So what do we do with this new information?
If participating
agencies did. . .
Seat
BeltTicket
5
Today’s
“Asks”:
Can you make Occupant
Protection a priority in all
enforcement efforts?1
2
3
What do you need from
Region 3 or the HSO to
make these things
happen?
20
How can we prevent
October from being
such a deadly month in
R3?
Can you do
“Just 1 more”?
4
Can you implement and
participate in
Local Heroes?
Occupant Protection:
Priority OneWilliam Naff
NHTSA Region 3
410-962-0002
Bill.naff@dot.gov
May 22, 2019
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