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Chico Kids 'Do The Buckle' During Operation ABC Mobilization

24 May 1999

Chico Kids 'Do The Buckle' During Operation ABC Mobilization: America Buckles Up Children! Week

        DaimlerChrysler's "Do the Buckle" Campaign Brings Life-Saving
                 Safety Belt and Air Bag Messages to Children

    CHICO, Calif., May 24 -- One of DaimlerChrysler's "Do the
Buckle" minivans has arrived in Chico in support of the National Highway
Traffic Safety Administration's (NHTSA) "Operation ABC Mobilization:  America
Buckles Up Children initiative" (May 24-31, 1999) -- a week dedicated to
educating Americans about the importance of buckling up children and traveling
safely during the Memorial Day holiday weekend.
    (Video:  http://www.videonewswire.com/play?video=1998090201 )
    Did you know motor vehicle crashes are the leading cause of death to
children (0-15 years)?  Each year, six out of 10 children who die in crashes
are unbelted.
    DaimlerChrysler's "Do the Buckle" safety tour is addressing this problem
in Chico this week by demonstrating the importance of properly restraining
children in a vehicle through an interactive display, hands-on exhibits and an
MTV style music video.
    "Adults who don't use safety belts send children a very deadly message,"
said Cheryl Jemmott, a "Do the Buckle" driver in Chico.  "According to NHTSA,
when a driver is unbuckled, children are restrained only 24 percent of the
time.  We're traveling to Chico to stress that failure to properly restrain a
child is nothing short of child neglect."
    The safety tour features a fleet of Chrysler, Dodge and Plymouth minivans,
and strives to teach kids that it's "cool" to "Do the Buckle" through the "Do
the Buckle" theme song and music video.  The tune and lyrics play off the '70s
hit "Do the Hustle," and the dance in the video incorporates the motion a
person makes when they buckle a safety belt.
    The "Do the Buckle" 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 video, Bucky, a
lively, animated character, comes to life to help people of all ages
understand the importance of safety 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, DaimlerChrysler Chairman.
    A number of safety-minded companies are supporting the campaign, including
safety belt manufacturer Takata Inc., Continental Teves, a manufacturer of
antilock brake systems, and air bag manufacturer Autoliv.
    According to NHTSA, an estimated 5,500 lives could be saved each year by
increasing the level of safety belt use in the United States to 90 percent.
Yet, only 70 percent of Americans wear safety belts.  By contrast, Germany's
safety belt use stands at an estimated 95 percent, Canada's at 92 percent and
Australia's at 99 percent.  NHTSA also states that child safety seats,
properly installed, reduce the risk of death by 69 percent for infants and
47 percent for toddlers.  In addition, for children over 80 pounds and adults,
safety belts increase the chance of surviving a crash by nearly 45 percent.
    "Do the Buckle" is the second phase of DaimlerChrysler's successful
consumer education outreach, and supports President Clinton's plan to increase
safety belt use to 90 percent by 2005.
    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.