Chrysler's Campaign Makes Seat Belt Safety 'Cool' For Kids
8 June 1998
Chrysler's 'Do The Buckle' Campaign Makes Seat Belt Safety 'Cool' For Kids Chrysler Minivans Set out Across the Country with Life-Saving Message
AUBURN HILLS, Mich., June 8 -- We've heard it for years --
"Seat belts save lives!" So why don't more Americans buckle up? It's a
problem Chrysler Corporation is addressing with a new multi-million
dollar campaign aimed at reminding kids and people of all ages it's "cool" to
Do the Buckle.
At a press conference today, Ron Boltz, Vice President of Product Strategy
and Regulatory Affairs, joined more than 500 Chrysler employees in the
official send-off of a fleet of Chrysler minivans that will travel the country
spreading the Do the Buckle message. Five thousand balloons representing each
life that could be saved each year by increased seat belt use were released as
the vans left Chrysler's headquarters.
"Every hour someone dies in America simply because they didn't buckle up,"
said Boltz. "Seat belts are the most effective means of reducing fatalities
and serious injuries, and sadly, many Americans aren't using them. Protecting
lives with seat belts is an important mission, and Chrysler is determined to
take a strong safety message to consumers and encourage a change in behavior."
The fleet of brightly-colored Chrysler minivans, carrying a high energy
MTV-style safety music video and hands-on demonstrations of safety devices on
autos, will travel a minimum of 300,000 miles reaching more than 45 million
people while visiting schools, community centers, auto shows, shopping malls
and other public venues. A two-person team will travel in each minivan and
perform on-site safety demonstrations and experiments.
The program's theme song and dance Do the Buckle play off the tune and
lyrics from the 70s hit "Do the Hustle" and incorporate the motion a person
makes as they reach over their shoulder and across their torso to buckle a
seat belt. In the video, Bucky, a lively, animated character comes to life to
help people of all ages understand the importance of seat belts. The video
also features an introduction by Bill Nye, the star of the weekly Disney
production "Bill Nye the Science Guy," and Robert J. Eaton, Chrysler Chairman
and CEO.
The exterior of the minivans feature colorful graphics and a variety of
safety messages. The interior is equipped with a monitor for viewing the Do
the Buckle music video and other safety videos.
In the first three months, the minivans will tour the following cities:
Chicago, Detroit, Houston, Los Angeles, Miami, New York, Philadelphia and San
Francisco.
A number of safety-minded companies are supporting the campaign including
Takata Inc., a manufacturer of seat belts, ITT Automotive, a manufacturer of
antilock brake systems, and Autoliv, a manufacturer of airbags.
According to the National Highway Traffic Safety Administration (NHTSA),
an estimated 5,500 lives could be saved each year by increasing the level of
seat belt usage in the United States to 90 percent. Yet, only 68 percent of
Americans wear seat belts. By contrast, Canada and Western Europe stand at
roughly 95 percent. Do the Buckle is the second phase of Chrysler's
successful consumer education outreach, and supports President Clinton's
recent plan to increase seat belt usage to 90 percent by 2005.
Chrysler minivans were the first to meet all 1998 passenger car safety
standards; the first to provide driver and passenger airbags; and the first
with integrated, or built-in child safety seats.
If you would like to learn more about Do the Buckle or would like a
minivan to visit a particular venue, call 1-877-TOBUCKY or view the web site
at http://www.dothebuckle.com.
