National Highway Traffic Safety Administration
Increasing Effective Safety Outreach to the Latino Community
Project Goal
Increase traffic safety among the Hispanic population. Information is designed to encourage and increase occupant protection use, and create other healthy, positive changes in the public’s traffic safety behaviors, which would ultimately change traffic safety behaviors among this population.
Our Services
During 2007, TMN used its social marketing experience and expertise in culture and language to raise traffic safety awareness, and improve traffic safety behaviors among Latinos through the development and implementation of a communications plan. TMN created several innovative ad campaigns for programs such as Click it or Ticket. Day and Night (Abrochado o Multado. De Noche y de Día) occupant protection and Drunk Driving. Over the Limit. Under Arrest (Manejar Borracho es un Crimen. Serás Arrestado) impaired driving. TMN also elaborated the soccer Gold Cup campaign, specifically targeting Hispanics under the slogan Fans Don’t Let Fans Drive Drunk (Los Aficionados No Dejan Que Los Aficionados Manejen Borrachos). These materials were printed and distributed in all the stadiums by TEAM Collision, an alliance that promotes responsible drinking and positive fan behavior at sports and entertainment facilities.
Accomplishments
The Media Network is in its second year developing various
in-language campaigns and the Hispanic Communications Plan for NHTSA.
Nine yearly campaigns have been created to broadcast information.
- The Hispanic Communication Plan includes a three-tiered system of events and holidays to target events and messages focused on occupant safety or impaired driving relevant to the Hispanic audience;
- Campaign tools such as earned media materials, creative print materials, radio PSAs, and media outreach tours have been developed, produced and executed to assist NHTSA state and local officials to use in their own occupant safety and impaired driving campaigns.
All the campaigns developed by TMN are available online and can be used by the States and other traffic organizations as part of their local or national initiatives to increase the knowledge and awareness of Spanish speaking audiences on the importance of practicing appropriate traffic safety behaviors in order to reduce traffic fatalities among Latinos in the USA.
