Volkswagen Announces - Positive Peer Pressure: Teens Try To Save Young Lives With Ads Stressing Seat Belt Safety
Student-produced Spots Will Debut Nationally on TV Program - Winner Will Be Selected Through Online Voting
AUBURN HILLS, Mich., Sept. 9 -- Volkswagen of America, Inc., one of the largest carmakers in the world, will broadcast television ads created, produced and directed by high school teens. But Volkswagen isn't airing these ads to sell its cars. Instead, it wants to sell safety by using the power of peer pressure to help convince more teens to wear safety belts and to reverse a tragic trend that sees some 5,500 young people die in car crashes every year.(1)
"We know that adults can't always make teens do what's best for them even if it will save their lives," said Len Hunt, vice president in charge of the Volkswagen brand. "Sometimes peer pressure is more persuasive, which is why we decided to let teens convince other teens that buckling up is the thing to do."
As part of a contest sponsored by Volkswagen, high school students from across the nation were challenged to create and produce 30-second television public service announcements (PSAs) to convince their peers to buckle up. The task of convincing teens is daunting -- statistics show that young people are four times less likely than adults to wear safety belts when driving or riding in a car.(1)
Three finalists were selected from hundreds of contest entries and their PSAs will air nationally during commercial time purchased by Volkswagen on MTV's Total Request Live on Monday, September 13. Viewers will be asked to vote for the most compelling ad at http://www.vw.com/seatbelt from September 13 until October 13. The winner will be announced during this show's commercial time and on the website on Monday, October 18.
This year's finalists are Stephen Joseph, Dearborn High School, Dearborn, Mich.; Laura Murren, George Walton Academy, Monroe, Ga.; and Stephen Bowles, Mira Costa High School, Manhattan Beach, Calif.
The television spots were produced as part of Fasten Your Seat Belt ... Go Far!, a national safety belt education program and contest, created by Volkswagen of America, Inc. and administered by Scholastic Marketing Partners, a division of Scholastic, the global children's media and publishing company.
The two companies worked together for the second consecutive year to develop a car safety program, sending out curriculum kits to 14,000 high school language arts and social studies teachers, of grades nine through 12, in ten major U.S. cities. The kits provided teachers with the tools needed to create informative lessons for their students who were then asked to create TV public service announcements. The goal is to use positive peer pressure to convince teens to buckle up.
"The number of teenagers involved in fatal car crashes is shocking," said Hunt. "It is truly a national health problem that could be dramatically alleviated if teens thought it was hip, and actually important to their health and safety, to wear a seat belt. That is the primary purpose of this project."
The National Highway Traffic Safety Administration (NHTSA) reports that safety belts save over 11,000 lives a year. Through Fasten Your Seat Belt ... Go Far!, Volkswagen and Scholastic hope to significantly add to this number while educating teens on driving safety.
The U.S. Department of Transportation (U.S. DOT) recently released new data showing 2003 as having the lowest fatality rate in 30 years. Secretary Mineta pointed to efforts by NHTSA and other organizations that encourage safety belt use. Still, there is much to be done: 56 percent of those killed in auto crashes are not wearing safety belts. Even more alarming is that auto crashes are the number one killer of teenagers in this country -- and two- thirds of those are not wearing seat belts at the time of the crash.(2)
The power of peer pressure was underscored by the findings of an informal 2003 survey of high school students participating in the seat belt safety curriculum, conducted by Volkswagen. "Uncool" was the primary reason given by teens for not buckling up more often. Responses of "uncomfortable" and "unnecessary," the latter referring to short trips or drives close to home, were also prominent.
The trio of student finalists will each receive a digital video camera. The finalist selected as the grand prize winner will be awarded a $10,000 savings bond; the second- and third-place winners receive $3,000 and $1,500 savings bonds, respectively.
Teachers of the three finalists will receive a $3,000 Apple G5 computer with flat screen monitor and Final Cut Pro Express software for classroom use and a $100 Scholastic gift certificate.
The commitment from Volkswagen to high schools is a fitting initiative. In a 2002 survey of 3,300 teens conducted by CNW Marketing, Volkswagen was rated as having the best youth image among all automakers.
"Volkswagen is a very popular brand with teenagers, and we wanted to use our connection with them to help create awareness and, ultimately, help save lives," said Hunt.
"Volkswagen has a reputation for creating fun and unconventional advertising through the years. These new ads showcase the creative vision of our youth, and the message is a positive one."
Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn Hills, Michigan. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany.
Volkswagen is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen of America and its affiliates employ approximately 3,000 people in the United States and are responsible for the sale and service of Audi, Bentley, Lamborghini and Volkswagen products through retail networks comprising approximately 800 independent U.S. dealers.
Scholastic Corporation is the world's largest publisher and distributor of children's books. Scholastic creates quality educational and entertaining materials and products for use in school and at home, including children's books, magazines, technology-based products, teacher materials, television programming, film, videos and toys. The Company distributes its products and services through a variety of channels, including proprietary school-based book clubs, school-based book fairs, and school-based and direct- to-home continuity programs; retail stores, schools, libraries, and television networks; and the Company's Internet Site, http://www.scholastic.com/ .
(1) According to NHTSA
(2) According to U.S. DOT
>