PROTECTIVE HELMIT CAMPAIGN

Focus and Objective
The welcome furore among motor cyclists that accompanied legislation for the mandatory usage of protective helmets had waned significantly, leaving in its place an unsatisfactory level of compliance and a disregard for enforcement efforts by the relevant bodies. Despite public education programmes which preceded and followed the legislation, and even with the wide latitude in terms of time given for acquisition of the requisite helmet, bareheaded riders and pillions are a constant feature on our roads. In some instances the wearing of hard hats and totally unsuitable helmets, speaks to either the ignorance of such persons or their disregard for the letter of the law.

The Unit therefore, set out to address the problem by focussing attention on safety issues relative to the use of motorcycle helmets with a view to increase compliance and enforcement.

Audience
The target audience was naturally, motorcyclists

Message
Messages were designed to encourage compliance to the requirements of the protective devices legislation and the composition of a safe, and approved helmet

Activities & Schedule
Public Service Announcements
The campaign began with advertisements and endorsement on television, radio and in the Newspapers from May 2001.
Distribution of Literature

National Protective Helmet Awareness Day
The Day began with a ceremony in which the Minister of State in the Ministry of National Security, the Hon Ben Clare launched the activities. This took place at the Police Officers club and was followed by an exposition of motorcycle equipment. Several motor cycle dealers were present displaying the latest in motor cycles and motor cycle accessories. Presentations were made by personnel form the Bureau of Standards, the Ministry of Health and the Police Traffic Division. There was Islandwide spot checks carried out by the Jamaica Constabulary Force working in collaboration with officers from the Island Traffic Authority.