The National Latino Children's Institute Launches Seatbelt Safety Campaign for Latino Drivers and Passengers

Woven polyester bands and nylon sashes securely strapping passengers and drivers into their car seats can mean the difference between shattering one's skull when ejected through a windshield, and slightly spraining one's neck while buckled in.

This is a message that must be communicated to the Latino community, as automobile accidents continue to be the leading cause of death in the U.S. for Latinos between the ages of 5 and 34. And that's predominately due to disuse of safety belts.

"Hagalo por su familia, ¡abróchese el cinturón!" (Do it for your family, buckle up!") is a new campaign targeting Latino drivers and passengers, to change the outcome for drivers and passengers who travel hastily in their automobiles.

The National Latino Children's Institute (NLCI) collaborated with the National Highway Traffic and Safety Administration (NHTSA) to create the newfangled, culturally and linguistically appropriate campaign, hoping that it helps to educate and inform the public about the importance of seatbelt use. This effort is aimed at effectively saving thousands of lives annually and preventing countless injuries. The accessible bilingual, bicultural web-based toolkit is available for free online.

"The campaign is uniquely designed for the community and by the community. Messages, art, fonts, sounds and all aspects of the campaign were tested in the diverse Latino community before its launch," Rita Jaramillo, Board Chair of the National Latino Children's Institute, said to Latin Post during an interview. "In the focus groups, NLCI discovered that the impact on the family was the most compelling reason for motivating seatbelt use."

Language barriers, immigration status, long-held cultural customs and traditions, and other factors are among the reasons why Latinos are disproportionately impacted by fatal or near-fatal car crashes. This is particularly true of those who've recently immigrated. Many immigrants come from countries that do not mandate seatbelt use, and many are unaware of governing seatbelt use laws. Additionally, many believe that safety belt use is for long trips, not necessarily shot trips.

"Our partner in the campaign, the National Highway Traffic Safety Administration, has released a study that underscores the high economic toll and societal impact of motor vehicle crashes in the U.S. The price tag for crashes comes at a heavy burden for Americans at $871 billion in economic loss and societal harm," Jaramillo stated. "This includes $277 billion in economic costs, nearly $900 for each person living in the U.S. and $594 billion in harm from the loss of life and the pain and decreased quality of life due to injuries."

NLCI conducted primary research for the "abróchese" campaign, which made it clear that the key cultural insight for motivating Latinos to wear their seatbelts was their families. The video, poster, push cards and radio PSA vividly portray the consequences of not using the seatbelt, which can likely include irrevocably shattering the standing family structure. As it stands, Latino children are less likely to be buckled up than other children. Hispanic, African American and Native American child passengers die disproportionately in crashes, and are more likely to ride unrestrained than the general population.

"No amount of money can replace the life of a love one, or stem the suffering associated with motor vehicle crashes," said Jaramillo. "While the economic and societal cost of crashes are staggering, the data clearly demonstrates that investments in safety are worth every penny used to reduce the frequency and severity of these tragic events."

The National Latino Children's Institute offers pertinent information and "abróchese el cinturón" campaign material on their website. Educating the public about seatbelt safety may not be a sexy topic, but acknowledging the high fatality rates and injury rates due to a lack of seat belt usage could result in lives being saved each year.