MADD and Takata Launch Annual 'Tie One On For Safety' Holiday Ribbon Campaign to Save Lives

Silver Ribbons Commemorate MADD's 25th Anniversary

DALLAS, Nov. 17 -- Mothers Against Drunk Driving (MADD) and Takata, the world's largest manufacturer of seat belts, today launched the 2005 "Tie One On For Safety" holiday ribbon campaign. This is the 19th year of the campaign and the third consecutive year that the organizations have joined forces to encourage motorists to tie a ribbon to their vehicles as a pledge to drive safe and sober, and to always buckle up while in a vehicle during the Thanksgiving to New Year's holiday season. To commemorate MADD's 25th anniversary, the campaign ribbon has been issued in a special silver edition.

"The holiday season is a busy time on our nation's roads with a high incidence of alcohol-related fatalities," said MADD national president, Glynn R. Birch. "Drunk driving crashes are the most frequently committed violent crime in America, yet they can be prevented if the public would simply remember the three keys to safety before they head out the door to their holiday destinations: drive safe, drive sober and buckle up. 'Tie One On For Safety' asks motorists to tie a silver ribbon to their vehicles as a pledge to do just that."

Alcohol-related traffic deaths from Thanksgiving to New Year's Eve dropped from 1,579 in 2003 to 1,316 in 2004. Unfortunately, the number of unrestrained and/or alcohol-related traffic deaths increased in 2004 over this same time frame from more than 2,100 in 2003 to 2,237 and nationally, there are still nearly 17,000 alcohol-related traffic fatalities annually.

Bob Kittle, vice president of sales and marketing for Takata, said, "Takata is in the business of saving lives, and our passion is to reduce traffic fatalities by constantly educating people on the critical importance of wearing a seat belt. Ninety percent of the fatalities on our roads are caused by drunk drivers or failure to wear seat belts; since a buckled seat belt is the best defense against a drunk driver, supporting MADD is the right thing to do for Takata."

Consider these facts supporting why seat belts are the best defense against a drunk driver:

   *  From 1975 through 2004, it is estimated that safety belts saved
      195,382 lives, including 15,434 lives saved in 2004.  If all passenger
      vehicle occupants over age 4 wore safety belts, 21,273 lives (that is,
      an additional 5,839) could have been saved in 2004.  (National Highway
      Traffic Safety Administration, 2005)

   *  Alcohol-impaired drivers are less likely than drivers without alcohol
      to use seat belts, and the higher their blood alcohol content (BAC)
      the lower the use of seat belts.  (McCartt & Williams, 2004).

   *  The higher the driver's BAC, the more likely that a child passenger
      will be unrestrained.  (Quinlan et al, 2000)

   *  Studies have found that states that pass a primary seat belt law
      increase average seat belt usage by nine to 14 percentage points.
      (Dinh-Zarr et al, 2001)

"Tie One On For Safety" is MADD's most recognizable and longest running national public awareness campaign. More than 6 million ribbons are distributed annually. In addition to picking up a ribbon, there are other ways communities can get involved this holiday season. Everyone can access MADD's free safe party guide with mocktail recipes and tips for hosting safe and fun parties and honor victims/survivors online. MADD will host a Candlelight Cybervigil of Hope and Remembrance from November 23 through January 2, 2006, to help families and friends honor those who have been killed or injured in alcohol-related traffic crashes. The public can light a "virtual candle" this holiday season and share a message to acknowledge their loss experience and support others who share in that loss.

"Drunk driving is a 100 percent preventable crime," Birch noted. "In 25 years, we have helped save more than 300,000 lives and prevented countless injuries with the help from leaders nationwide. We are especially grateful for the support of Takata this holiday season and for helping MADD raise awareness about the need for primary seat belt laws in every state." MADD aims to reduce drunk driving fatalities and injuries by 25 percent by 2008 with a primary focus on general law enforcement deterrence such as seat belt mobilizations and sobriety checkpoints.

Takata, National Presenting Sponsor of MADD's "Tie One On For Safety" ribbon campaign, is the world's largest provider of seat belts and a leading global automotive safety systems supplier. Takata's U.S. automotive safety headquarters are in Auburn Hills, Mich. http://www.takata.com/

Founded in 1980, MADD is a non-profit organization with approximately 2 million members and supporters nationwide. MADD's mission is to stop drunk driving, support the victims of this violent crime and prevent underage drinking. http://www.madd.org/toofs .