ROAD SAFETY MONTH 2004 CAMPAIGN

Focus and Objectives
This campaign was designed to refocus attention on the use of protective devices as the high usage level noticed immediately following the passing of the Protective Devices legislation in 1999 had fallen off. A Protective Helmet Awareness Day and National Buckle-Up Day were observed in 2001 and 2003 respectively as reminders of the tenets of the legislation and the Unit decided that there was need for regular reinforcement and encouragement.

Therefore the activities of Road Safety Month (June) focussed not only on buckling up but on the use of protective devices in general.

Audience
The target was all motorists and motorcyclists as well as parent/guardians (with respect of child restraints).

Message
Messages were designed to inform the audience of the provisions of the Protective Devices Legislation of 1999and centred around the fact that helmets, as well as seat belts and child seats, have been proven to be very effective in saving lives and reducing injuries in the unwelcome event of traffic accidents. They took the form of advertisements in Newspapers and on radio and used the tagline “Buckle Up for Life”

Activities and Schedule
Publication of Newspaper Supplement
Among the numerous activities usually undertaken to mark Road Safety Month, it has become traditional to publish a supplement in one of our major Newspapers. Supplements were published in two Newspapers, the Sunday Herald on June 13, 2004 and The Jamaica Observer on Wednesday June 9, 2004. The supplements featured messages from the Honourable Minister of Transport and Works and the Permanent Secretary, along with the editorials on protective devices and advertisements encouraging the use of protective devices. The publications were supported by advertisement from various corporate entities.