S C

2008 Michigan State University

A PRSSA Bateman Team H

F
Safe Kids Buckle Up E

E V

K O

Safety Starts With YOU! Campaign

I L

D E

S T

By: Alexandra Artymovich, Benjamin Bator, Kerry Monroe, Michael Savoni and So-Jin Seibold
Table of Contents

Executive Summary 1

Situation Analysis 2

S.W.O.T Analysis 2

Primary Research 3

Secondary Research 3

Key Messages 3

Goals, Objectives, Strategies and Tactics 4

Conclusion 8

Appendix 9
 Executive Summary:
S What does safety mean to YOU?

When the Michigan State University (MSU) Bateman public relations team asked 11 to14 year old Lansing, MI
A area students the question: “What does safety mean to you?” the tweens hesitated to answer because many
had never really considered the question. To the tweens, acting safely was just something their parents made
them do when riding in an automobile.

Safety exists because of the actions of safe people. The most technologically advanced car safety features
would be useless without a person acting safely and using the safety features. Safety starts with each individual,
practicing safety, promoting safety to others and making safety a part of everyday lives. Personal responsibility
F for safety was the idea behind the theme of the MSU Bateman public relations campaign, “Safety Starts With
YOU!”

The MSU Bateman primary research focused on teens that are members of the Boys and Girls Club of Lansing,
MI. The research showed the majority of the 11 to 14 year old target audience surveyed were practicing safe
habits and behaviors by buckling up their seatbelts. However, the research also identified an important problem
E because the young audience was not promoting safety to their families and friends. Most students surveyed did
not remind their friends and/or family members to buckle up. Parents and guardians were the primary source of
motivation to buckle up, which left the tweens feeling no need to be advocates for safety.

As a result of the research, MSU’s Bateman team aimed to create a public relations campaign that not only
increased safety awareness and participation of vehicle safety among our target tween audience, but also
worked to inspire this unique age group and encourage them to promote safety habits among their peers
and families. The MSU team made it an important goal to take vehicle safety a step beyond simply being
relevant by also making safety “cool”.

Through several public relations campaign events, local tweens became “Safety Stars”, “Certified Seatbelt
Enforcers” and “Safety Jeopardy Champions”. Excitement, interactivity and incentives were all used as
tools for engaging the tween target audience during the campaign to act safely in and around vehicles. Most
K importantly, the tweens gained a new sense of responsibility.
To assist with the campaign, the Bateman team:
• created five tween-focused videos starring Lansing Boys and Girls Club members, with one video
filmed at the annual North American International Auto Show in Detroit,
• created a popular website to help disseminate the videos and information,
• developed partnerships with local Chevrolet (Chevy) dealerships,
I • created a YouTube public service announcement featuring MSU basketball star Raymar Morgan,
• hosted an event with hundreds of tweens at the Lansing Boys and Girls Club to premiere the tween safety
videos that attracted local media attention by featuring Detroit Lion’s Quarterback Drew Stanton,
• held numerous contests and activities to share safety messages,
• engaged Lansing-area middle school classrooms by sharing safety messages with teachers AND
students, and
• worked with Michigan Governor Jennifer Granholm, who signed a proclamation declaring February 29,
D 2008 (“Leap Day”) as “Leap Into Vehicle Safety Day”.

Follow-up research proved the Michigan State University Bateman public relations campaign directly engaged
more than 900 local tweens in activities and succeeded in reaching out to teachers, parents and guardians.
Partnerships with local Chevrolet dealers enhanced the Chevy brand image by strategically placing 2008
models, informational booklets and other Chevy materials at all events. The campaign helped to increase
S customer traffic at Chevy dealerships. The MSU team even created stars. The effort sparked excitement and
redefined what it means to be safe in and around vehicles. The MSU public relations effort successfully made
safety “cool” and necessary by turning safety into a lifestyle.

1 The next few pages outline in detail the successful strategy of the MSU campaign. But before you read on, ask
yourself… What does safety mean to YOU?
 Situation Analysis
While Safe Kids Worldwide (SKW) has been successful in reducing deaths
from accidental injury by 45 percent among children 1 to 14, an older S
age demographic had yet to be targeted. Research has shown the pre-
teen and early teenage years (11 to14) are typically a time of dramatic
developmental change, physically, intellectually, socially and emotionally.

In the United States, the lack of proper seatbelt use and failure to follow automobile safety rules is problematic
among 11 to 14 year olds, because they tend to believe bad things won’t happen to them. Tweens are fearless, A
and many campaigns were fear-based. It is also typical for this age demographic to be highly influenced by their
peers’ and celebrity figures’ actions, but few public campaigns have taken on the challenge of making safety
“cool.”

The MSU Bateman team conducted research among 11 to 14 year olds at the Boys and Girls Club of Lansing (attached
in detail) and found while most tweens buckled up, a significantly smaller percentage encouraged friends and family to
buckle up. F
The research motivated the MSU Bateman team to focus a campaign on transforming safety into a lifestyle. The
goal of the campaign was based on the premise that once an individual has made a commitment to practicing
safety habits, he/she will encourage others to do so too.

The strategy for this campaign would be to instill the habit of safety advocacy among vehicle occupants in this
teenage demographic, and as a result expect that by the time the teens become drivers, they will require safe E
practices of their passengers, thus significantly reducing the risk of auto related injury for future generations.

Through interactive events and media coverage, the MSU Bateman team increased publicity for the Safe Kids
Buckle Up (SKBU) program, and elevated Chevy as a brand committed to promoting a safe lifestyle, ultimately
increasing buyer confidence in Chevy vehicles.

S.W.O.T. Analysis: as determined by the MSU Bateman team

Strengths:
• In 2007, General Motors was ranked #3 overall in brand recognition for FORTUNE 500 companies and #1 in its industry.
Chevrolet’s name is the most recognizable brand name of all automobile manufacturers in the United States.
• According to research conducted at the Boys and Girls Club of Lansing, 94 percent of students had heard of
the Chevrolet brand.
• Chevy has maintained an ongoing relationship with Safe Kids Worldwide since the program’s development in 1996. K
• According to research conducted at the Boys and Girls Club of Lansing, 91 percent of our target audience
currently wear seatbelts.
• The MSU team could successfully engage a campaign by using a large variety of social media (a central
website, youtube.com, a blog, etc.) and 48 percent of local teens use the computer for one hour or less per day.
• Dealer involvement with the Safe Kids Buckle Up campaign could lead to increased traffic and sales in local
Lansing Chevrolet dealerships.
Weaknesses: I
• Only 56 percent of teens surveyed at the Boys and Girls Club of Lansing report reminding parents to buckle
up and 53 only percent report reminding their friends.
• Boys and Girls Club of Lansing teens surveyed often complained about wearing their seatbelts because
“they are uncomfortable,” “they feel trapped,” “they are too tight” and “they get stuck.”
• General Motors has been unable to keep its brands differentiated, especially in the minds of younger
demographics, causing confusion within the teen target audience.
• Partnering with Safe Kids Buckle Up is positive for consumers, but has not yet increased vehicle sales and
contributed strongly to General Motors profits.
D
Opportunities:
• Chevrolet is in a position to present itself as the “cool, friendly and safe” brand.
• General Motor’s partnership with Safe Kids Buckle Up can help the corporation provide important
information about safety, and the needs of its consumers.
• The Boys and Girls Club of Lansing is representative of the greater-Lansing area teen population, making it a
prime location to reach the target audience.
Threats:
S
• Other automobile manufacturers have been more successful at positioning themselves as safety-oriented brands (i.e., Volvo)
• General Motors placed a large emphasis on sport utility vehicles, which have been linked to roll-over
accidents and are generally not viewed as economical or safe.
2
 ‘Safety means that everyone I love will be okay.
Safety is the most important thing in my life besides my family.”
-Victoria King, 13
S

Primary Research: Conducted at the Boys and Girls Club of Lansing

A To gain information from the selected teen target audience, MSU students personally interviewed tweens at the
Boys and Girls Club in Lansing, MI. Interviewers read each question aloud and explained it before tweens gave
responses. Responses were recorded, put into a database and analyzed. The research results (attached in detail)
show:

Safety
• 90 percent of tweens already wear their seatbelt.
F • 52 percent of tweens had already been in a car accident.
Contact with parents and friends
• 56 percent of tweens do not remind their parent to buckle up in a car.
• 53 percent of tweens do not remind their friends to buckle up.
Brand Recognition
E • only 8 percent of tweens said Chevy was the “coolest” car brand.

Secondary Research: National safety statistics

Secondary research gathered by other safety organizations helped determine strategy for the MSU Bateman team,
and showed:
• 91 percent of automobile-related deaths among young people age 8 to 15 nationwide proved the adult driver
and child were unrestrained.
• Children ages 2 to 14 who are African-American have more than twice the injury rate due to vehicular
accidents than do Caucasian children (per 100,000) of the same ages,
• Hispanic children ages 2 to14 have a 25 percent higher rate of death by vehicular accident in comparison to
non-Hispanic children.
• 81 percent of 8 to 15 year olds riding in the front seat of vehicles were unrestrained.
K
Key Messages: Selected by the MSU team
11 to 14 year olds:
• All kids should be buckled up the correct way in every vehicle at all times,
• All kids younger than 12 should ride in the back seat at all times,
I • Kids should be aware that they should never be left alone in and around a vehicle,
• Kids should be aware that they should use a booster seat if they are under 4’9’’ or weigh under 100 pounds,
• Teens should know the importance of seatbelt safety and should encourage friends and family to buckle up
when in the car.
Parents:
• Parents should show their children the proper way to buckle their seatbelt,
D • Parents should be attentive of kids and walk around the parked vehicle to check for kids
before turning on the engine,
• Parents should keep in mind that vehicles are not toys and kids should never be left alone
in or around them, and
• Parents should stress the importance of buckling up to their children and childrens’ friends.
Teachers:
• Teachers should help inform students how to buckle up the correct way in a vehicle,
S • Teachers should also inform parents and kids that children under 12
should ride in the backseat and children under 4’9’’ and under 100 pounds
should use a booster seat, and
• Teachers should incorporate seatbelt safety into their curriculum
3 at least once throughout the school year
 Goals, Objectives, Strategies & Tactics
S
GOALS:
1.To increase public awareness of the Safe Kids Buckle Up program and brand Chevy as a preferred safe automobile option.
2.To positively influence the car safety habits of 11 to 14 year olds through a multi-faceted public relations campaign.
OBJECTIVES, STRATEGIES AND TACTICS:
Objective #1: To communicate existing Safe Kids Buckle Up messages through the MSU Safety Starts with YOU! campaign. A
Objective #2: To use various interactive communication channels, including new and traditional media, to carry
messages that effect attitudes of teens toward automobile safety and change tween behavior to act in
a safe manner.
Strategy #1: Use the Internet and other popular social networking websites.
Tactic #1: MSU’s Bateman team created www.safekidsmsu.com to serve as the information hub of the
campaign. This website was a place where children, parents and educators could obtain more F
information about the Safe Kids Buckle Up program, specific campaign efforts, upcoming events
and Chevy’s partnership with the program. Internet users could also test their seatbelt savvy through
an online quiz and learn about Michigan safety belt laws.
Tactic #2: The Safety Saved My Life Blog (safetysavedmylife.blogspot.com) was created and gave users
the chance to tell their own personal stories about how a seatbelt saved their life. Research shows
that most people will at one time or another either be in a car accident or know someone that has E
been involved in an accident. This was an opportunity for the online community to come together,
share support and inspire others to buckle up.
Tactic#3: In implementing many other online strategies and tactics, MSU’s Bateman team utilized the
social media sites YouTube.com and TeacherTube.com many times. MSU found these
effective sites for getting messages out to the online community because of easy accessibility
and a large Internet audience.
Tactic #4: MSU utilized Google Analytics to monitor traffic flow to the main website and other
connecting sites (the online quiz and blog). MSU was also able to track the number of hits on the
YouTube.com and TeacherTube.com sites.
Evaluation: Young people are fortunate to grow up in an era where they can obtain information at lightening
speed. Utilizing the Internet as a tool to take a campaign beyond the traditional print and television audiences
was both exciting and successful. Getting the website up and running within the first week of the campaign
was crucial. In the end, MSU generated 423 hits from 134 absolute unique visitors at our websites in just K
the month of February. Social media sites also played a crucial role in expanding publicity for our campaign,
because of the mass popularity among the teen target audience. The five safety videos posted on YouTube.
com and TeacherTube.com successfully generated a total of 2,688 hits and 240 channel views. In addition,
some of our videos were picked up by external sites, including HiLansing.com and LSJ.com (The Lansing State
Journal).

Strategy #2: Familiarize the local tween target audience with the Safety Starts with YOU! campaign and Safe Kids
I
Buckle Up program messages by building partnerships with the Boys and Girls Club of Lansing and with Lansing-
area Chevy dealerships.
Tactic #1: The “Let’s Get It Started...Safe Kids Kick Off” was an event hosted by the Boys and Girls Club
of Lansing on Friday, February 8, 2008. The kick-off featured various activity stations designed
to build and expand the target audience’s and their knowledge of cars and auto safety, and was
designed to educate tweens as to why it is important to wear a seatbelt. D
Activity Stations Included:
• Safety Jeopardy: An interactive game where children got a chance to test their knowledge of
car brands, automobile history and car safety. In teams of four, the children were given multiple-
choice questions about safety in which they had 30 seconds to agree on an answer as a team.
• Color Me Safe: A coloring contest where children were given a template with a seatbelt and the
Chevy logo on it. The children had to personalize the template with markers, pens and colored S
pencils and also write one sentence describing why safety is important to them. At the end of
the event, the submissions were judged on creativity and originality. Winners received Safe Kids
Buckle Up t-shirts.
• Click It Relay Race: This was a high energy activity where teams of four competed for an award
as safest and fastest seatbelt bucklers. In the relay race format, team members ran the distance of the 4
gymnasium, sat in a removable 2008 Chevy Tahoe seat provided by local dealers,
 “Safety means a lot to me because I really don’t want to get hurt,
I’m trying to make it BIG!”
- Robert Signer, 12

S
Strategy 2, Tactic #1 (Continued)
buckled their seatbelt, got approval that they were buckled up correctly, ran back to
their other team members and tagged the next person. Each team was timed and the
members of each team with the fastest time were given Safe Kids Buckle Up t-shirts.
• DIY Seatbelt Covers: MSU provided a fabric strip with Velcro on each side to
A serve as a “seatbelt cover” for each child. The children could then put their own
fashionable touch on the “seatbelt cover” with the use of puffy paint and glitter glue.
Tactic#2: Lansing auto dealer Shaheen Chevrolet helped at the Let’s Get It Started...Safe Kids Kick
Off event by providing a mini car showroom. A 2008 Chevy Malibu and Tahoe were parked
outside the Lansing Boys and Girls Club with prominent stickers highlighting the safety features of
both vehicles. Brochures were also available for children and parents to take with them.
F Evaluation: The “Let’s Get It Started…Safe Kids Kick Off” familiarized more than 200 Lansing tweens with the
Safe Kids Buckle Up campaign. The Kick-Off activity stations got tweens excited about safety and presented it as
a hip, cool, fun and essential lifestyle. The Kick Off also strengthened MSU’s relationship with the target audience,
their parents, the Boys and Girls Club of Lansing and local Chevy dealerships. Local coverage from WLNS TV 6
News and The Lansing State Journal (circulation: 91,175) served further to successfully increase publicity for
the Safe Kids Buckle Up program.
E Strategy #3: To give the tween audience a direct role in the Safety Starts with YOU! campaign by giving them
the opportunity to script and star in their own safety videos.
Tactic #1: The Safety Saving Lives video competition was created by the MSU Bateman team as an
ongoing event throughout the month of February. This competition helped 11 to 14 year olds to
come up with a concept, script and produce a video on a car safety topic of their choice with the
help of MSU students. The videos were judged based on originality, creativity and strength of their
message. The two winning videos were then posted on YouTube.com.
Note: MSU partnered with the Lansing School District to come in after school
to assist with taping and video production so that students who did not have access to the
necessary equipment could participate. This allowed everyone in the area to have a chance to
become the next “safety star”.
Tactic #2: Tweens Kayla Hill and Jeffrey Mills, both age 14, were given the opportunity of a lifetime when
K they were chosen by the MSU Bateman team to become the next “Safety Stars” at the North
American International Auto Show in Detroit. After beating out their peers for the two spots
by wowing MSU judges with their outgoing and charming personalities, Hill and Mills acted as
“news correspondents” to report on automobile safety features at the Auto Show. After a
long day of taping the video, the tape was edited and produced by members of the MSU Bateman
team and then posted on our website (www.safekidsmsu.com), YouTube.com and TeacherTube.
I com on February 5, 2008.

Evaluation: The videos were successful because they directly involved the targeted audience with our
campaign. By becoming “Safety Stars” the teens and their friends got excited about safety and saw how it could
be cool and relevant. The hands-on experience of scripting and producing their own short video also allowed them
to become more invested in the campaign and familiarized them with the Safe Kids Buckle Up messages. The video
would later be shown to a large crowd at the Boys and Girls Club of Lansing “Safety Oscars”.
D
Strategy #4: To educate the targeted audience in a classroom setting about the Safety Starts with YOU!
campaign, the Safe Kids Buckle Up program and the importance of practicing safe car habits.

Tactic# 1: The MSU Bateman team members became teachers for a day in the Life Skills classes at
Gardner and Otto middle schools in the Lansing Public School District to give students
an intensive course in car safety. Prior to the educational effort, MSU students met with the
S educators at the MSU College of Education Honors Fraternity, Kappa Delta Pi, to come up
with an engaging and creative lesson plan to relay the Safe Kids Buckle Up messages. The MSU
student-teacher focused on the fundamentals, showing them videos of and testing tweens on
car safety facts. By the end of each class, the students were each given a wallet-sized card that
5 certified them as “Certified Seatbelt Enforcers”. Certificates were given to the students who
pledged to make sure that car passengers are buckled up at all times.
 Strategy 4 (Continued)
Evaluation: The school visits were a successful activity that directly
allowed MSU Bateman members to interact the tween target audience S
in a more formal educational setting. As college student-educators/
role models advocating safe car habits, the tweens saw safety could be
cool. Safety messages reached just over 500 students in the Lansing
Public School District. MSU Bateman’s efforts also gained extensive
media coverage when a feature story appeared in The State News
(circulation: 27,500) that week.
A
Strategy #5: To use local celebrity sports figures to advocate for the Safe Kids Buckle Up program and to
relay automobile safety messages to the targeted audience.
Tactic #1: MSU Men’s Basketball player Raymar Morgan recorded a video Public Service Announcement
about buckling up, which our campaign produced and then posted on YouTube.com. Morgan was an
effective role model choice because of his character on the MSU Men’s Basketball team in nearby East
Lansing.
Tactic #2: To complete the MSU Bateman campaign, the team staged an event titled “Safety Oscars” at
F
the Boys and Girls Club of Lansing on February 27, 2008 with guest emcees Detroit Lions
quarterback Drew Stanton and former MSU football captain Kaleb Thornhill. The goal of
this event was to make each child at the club feel recognized as a “Safety Star” for his/her
commitment to advocating safe car habits throughout the month of February.
Event format:
• MSU’s Bateman team provided a complete V.I.P. red carpet experience for each child. The Boys
E
and Girls Club gymnasium was transformed into the glitzy Kodak Theater, complete with a red carpet
and dozens of flashing cameras of volunteers acted as paparazzi.
• Guest emcees Drew Stanton and Kaleb Thornhill welcomed guests and discussed the importance
of safety on and off the field.
• Lights, camera, action: The two winning videos from the Safety Saving Lives video contest were
shown along with the North American Auto Show video featuring safety reporters Kayla Hill and Jeffrey
Mills.
• Drew Stanton and Kaleb Thornhill then honored the winning students who participated in the
Safety Saving Lives video contest. Winning students received authentic General Motors (GM)
seatbelt buckles donated by Cat’s Part-S-Mart Plus Auto Salvage.
• Drew Stanton and Kaleb Thornhill also awarded Kayla Hill and Jeffery Mills Blockbuster gift
cards donated by the MSU Federal Credit Union and GM grab bags featuring a Motor Trend
magazine, GM vehicle posters and important safety information donated by the GM Lansing K
Grand River Plant.

Evaluation: Getting local celebrity athletes like MSU basketball player Raymar Morgan and Detroit Lions
Quarterback Drew Stanton involved was a successful tactic, because the teens listened intently to the
celebrity role models and the safety message was very credible coming from well-known personalities. The
“Safety Oscars” event marked the end of our campaign and was a chance to reinforce the Safe Kids Buckle I
Up messages the tweens had been learning about all month. An article recapping the event attracted media
attention and was later published in the Community section of the Lansing State Journal (circulation:
91,175). With Stanton and Thornhill’s participation, the event turned out to be a memorable experience for the
tweens and ensured that the Safe Kids Buckle Up messages will live on well beyond the month of February.

Strategy #6: To expand the Safety Starts with YOU! campaign statewide and to partner with Michigan
opinion leaders to attract media coverage and positively affect seatbelt wearing habits along with D
stimulating discussion among 11 to 14 year olds, their parents, teachers and peers regarding safe car
practices.
Tactic #1: The MSU Bateman team saw Leap Day, February 29, 2008 not only as an extra day tacked on to
the month, but also as bonus time to spend with friends and family. We wanted to dedicate
this year’s Leap Day to reducing the nearly 125,000 automobile injuries and fatalities that occur
on Michigan roads each year by inviting individuals and families to re-evaluate their car safety S
habits. The MSU Bateman team arranged to have Michigan Governor Jennifer Granholm
declare through executive proclamation, that February 29, 2008 as Leap Into Vehicle Safety
Day. In this document (attached), Governor Granholm encouraged Michigan citizens to
share the importance of safe automobile practices with their children and peers.
6
 “Secure
Aware of danger
S Fond of life
Extra careful
Take precautions
Yay! You’re safe!”
- Emilee Smith, 14
Strategy 6 (Continued)
A
Tactic #2: MSU Bateman team engaged the news media in Lansing, the capital of Michigan, as a
campaign to publicize our campaign and the Safe Kids Buckle Up program locally as well as outside the
targeted area.
Print Coverage:
• Lansing State Journal (circulation: 91,175)
“Boys and Girls Club party for kids ages 11-14 to focus on vehicle safety” (Published: Feb., 8, 2008)
F “Time for safety” (Published Feb., 28, 2008)
“Lansing area students earn “Safety Oscar” for their video efforts” (published: Feb., 28, 2008)

• The State News (circulation: 27,500)

“Students bring safety back” (Published: Feb., 26, 2008)
E
Television Coverage:
• WLNS TV 6 News
Let’s Get It Started…Safe Kids Kick Off (Aired: Feb., 8, 2008 at 5:00PM Local News)

Evaluation: Partnering with Governor Granholm to declare February 29th, 2008 as “Leap Into Vehicle Safety
Day” was the “icing on the cake” of success for the MSU campaign. Governor Granholm recognized the
MSU team efforts as a testament that safety messages and strategies were relevant and important for all
citizens.

Strategy #7: To incorporate the Chevy brand into our Safety Starts with YOU! campaign and to associate
the Chevy brand image with safety.

K Tactic #1: Incorporate the Chevy brand logo in all campaign materials.
The Chevy logo appeared:
• With the campaign logo and on the website, press releases, media advisories and all informational
materials given out to the public,
• on the 150 VIP passes handed to each teen at the Leap Into Safety…Safe Kids Kick Off events,
• in all videos posted on YouTube.com the videos ended with the Chevy logo prominently displayed,
I • on the nearly 500 “certified seatbelt enforcer” cards that were given to students at our school visits.

Tactic #2: To partner with local Chevy dealerships to promote safety messages and increase customer
traffic in showrooms. At the Leap Into Safety…Safe Kids Kick Off event, Lansing car dealer Shaheen
Chevrolet parked a 2008 Chevy Malibu and 2008 Chevy Tahoe outside the event venue.

Evaluation: Approximately 4,074 individuals in the Lansing area at one time or

D another came across our campaign logo, which incorporated the classic Chevy
bowtie logo. This number is a total of the unique visitors to our website, YouTube and
TeacherTube views, and a large number successfully reached into the classroom visits
and attendance at the Boys and Girls Club of Lansing events. The effort was not intended
to bombard our target audience with the Chevy brand, but to subtly and successfully
incorporate the brand into the safety campaign. Dealers reported some customers during
the month of February mentioned their kids seeing Chevy vehicles at the safety events.
S

“Safety means buckling up all the time if you’re 12 or 36...”

-Breyon, 12
7
 S
Conclusion: SUCCESS

Using MSU Bateman team research from the Boys and Girls Club of Lansing as a benchmark, researchers
revisited the Club in early March to conduct follow up research. A

The result: Proof that the MSU campaign made a huge difference in
the safety habits and attitudes of 11 to 14 year olds in the Lansing
area.
F
March 2008 follow-up research found that after the public relations campaign events and activities:

• 87% of the 11 to 14 year olds surveyed responded that they now remind their friends to wear their
seatbelt,

• 91% remind their parents to wear their seatbelts. E

This represents a 40% increase in the amount of 11 to 14 year olds telling their friends to

act safely and a 47% increase in those teens that reminded their parents to buckle up.

• Researchers also saw a 7% increase in tween seatbelt use over the course of the campaign.

MSU post-campaign researchers also expected the incorporation of the Chevrolet brand name in numerous
aspects of the campaign to help promote brand loyalty and continuing success for the Chevrolet brand in the
future.

MSU’s Bateman team proudly concluded that everything accomplished during the month of February was a
sensational success. What’s even better is believing this was just the starting point in affecting tween behavior
regarding safety. The effort to make safety cool among tweens, and help create loyalty and drive customer K
traffic to the Chevy brand may be limited to a small part of the world (Lansing, Michigan) but the public
relations effort worked. The MSU Bateman team is extremely confident that Safe Kids Buckle Up program
and the Safety Starts with YOU! campaign has successfully delivered messages about vehicle safety through
tactics that will work anywhere in the country.

“Safety is important because anything can happen anywhere.

That’s why I wear my seatbelt.”

-Chaiel Williams, 14 D

8
Appendix
Meet the Team A
Research (Extended) B
Classroom Materials C
Traditional Media D
Advisories, Releases and Fact Sheets E
Online Media F
Chevrolet Logo and Graphical Representation G
Photographs H
Budget I
Proclamation J
 Meet the Team

Pictured from left to right: Alexandra Artymovich, Michael Savoni, Benjamin Bator, So-Jin Seibold and Kerry Monroe
Not Pictured: Faculty Advisor Karina Garcia-Ruano and Professional Advisor Robert Kolt

Alexandra Artymovich is a junior at Michigan State University graduating in May 2009 with a Bachelor
of Arts in Journalism. Upon graduation, Alexandra plans on returning to Europe for a few years to teach
English to Italian children then sees herself coming back to the United States and working at a public
relations firm in the Midwest.

Benjamin Bator is a senior at Michigan State University graduating in May 2008 with a Bachelor of Arts
in Advertising. Benjamin is currently an active member of MSU PRSSA and MSU Advertising Association.
Benjamin served as the campaign leader and is currently working at Kolt Communications, Inc. in Okemos,
MI.

Kerry Monroe will be graduating in May 2008 from Michigan State University with a Bachelor of Arts in
Communication and a Specialization in Public Relations. Kerry is currently employed at MSU Federal Credit
Union as their Marketing Intern and will be begin working full-time for Kohl’s Corporate Headquarters in
June 2008.

Michael James Savoni is a senior at Michigan State University graduating in May 2008 with a Bachelor
of Arts in Communications, a specialization in Public Relations, and an emphasis in Spanish. Michael is
currently a freelance graphic designer. Following graduation, Michael hopes to pursue a career in Public
Relations.

So-Jin Seibold is a senior graduating with a Bachelor of Arts in Journalism. After graduation she looks
forward to returning to New York City where she spent last summer as an entertainment PR intern with
Rogers and Cowan.

Appendix A
 Additional Research
Secondary Research

Safety Organizations
• In 91 percent of automobile-related deaths among 8-15 year olds nationwide, the adult driver and child were unre-
strained.
• In automobile fatalities among 8-15 year olds, when the adult was restrained, only 48 percent of children were
restrained.
• Essential injury prevention interventions are not reaching enough high-risk families, including some African-American,
Hispanic, Native American and low-income families.

Health Organizations
• Children ages 2-14 who are African-American have more than twice the injury rate due to vehicular accidents than do
Caucasian children (per 100,000) of the same ages.
• Hispanic children ages 2-14 have a 25 percent higher rate of death by vehicular accident in comparison to non-
Hispanic children.

National surveys
• In 2006, there were 6,000,000 car crashes in the United States.
• 9,500 lives are saved each year by people who wear seatbelts.
• In 2003, 81 percent of 8-15 year olds riding in the front seats of vehicles were unrestrained.
• Nearly a third of 8-15 year olds are not buckled in the backseat.
• Fatalities and accidents involving those not wearing seatbelts cost the U.S. approximately $20 billion per year. Of
that cost, $14.8 billion is paid for by the public.
• 4,200 more lives could be saved each year if 90% of the U.S. population wore seatbelts while riding in a motorized
vehicle.
• When parents play a more active role in their child’s education, the child receives higher grades.

Primary Research
We interviewed 52 students at the Boys and Girls Club in Lansing, Michigan. Students were interviewed one-on-one
with an interviewer. Interviewers read each question aloud and explained it before students gave responses.
Responses were recorded, put into a database and analyzed.
Safety
• 90 percent of students wear their seatbelt.
• 86 percent of students noted buckling their seatbelt as the first thing they do when they get into a vehicle.
• 40 percent of students sometimes sit in the front seat and sometimes sit in the back seat of the vehicle.
• 52 percent of students had been in a car accident.
• 98 percent of students are careful about their safety around cars and trucks.
Contact with parents and friends
• 95 percent of students said their parents do buckle up in the car.
• 56 percent of students do not remind their parent to buckle up in the car.
• 79 percent of students learned to buckle up from their parents.
• 87 percent of students buckle up when they are not with their parents.
• 77 percent of students said their friends buckle up.
• 53 percent of students do not remind their friends to buckle up.
• 38 percent of students talk to their friends face-to-face.
• 48 percent of students talk to their friends on the telephone.
• More than 38 percent of students use the computer for Internet.
• 48 percent of students use the computer for one hour or less per day.
Brand Recognition
• 8 percent of students said Chevrolet was the coolest car they knew.
• 58 percent of students like Chevrolet.
• 94 percent of students had heard of the Chevrolet brand.
Open Response
• Students do not like wearing their seatbelts because they are uncomfortable, they feel trapped, they are too
tight and they get stuck.
• Students would be encouraged to buckle up if someone reminded them or if the police told them to.

Appendix B
Questionnaire for 11-14 demographic

Hi, I’m (Name) and I’m a student at Michigan State University. We are doing research today about you,
mainly about your attitudes toward safety. Are you between the ages of 11-14? (If yes continue, if no
terminate.)

Record:
Name: ____________________________________

Telephone # ___________________________________

(Circle 1)
Boy Girl

1) How old are you? (Please Circle 1)

11 12 13 14

Tell me the first answer that pops into your head:

2) Who is the most famous person in the world?

3) What is your favorite food?

4) What is your favorite color?

5) What is the first thing you do when you get into a car? (Please circle 1)
A) Buckle your seat belt
B) Turn on the radio
C) Roll down your window
D) Move your seat
E) Other __________________________

6) Where do you usually sit when you are in the car? (Please circle 1)

Front Seat Back Seat Sometimes front and sometime back no preference

7) Do you wear your seatbelt? (Please circle yes or no)

Yes No

If No, what would make you buckle up? (Explain.

________________________________________________________________________

If Yes, how did you learn to buckle up? (Explain)

________________________________________________________________________

Appendix B-2
 8) Do your parents wear their seatbelts? (Please circle yes or no)

Yes No

9) Do you ever remind your parents to wear their seatbelts? (Please circle yes or no)

Yes No

10) Do your friends wear their seatbelts? (Please circle yes or no)

Yes No

11) Do you ever remind your friends to wear their seatbelts? (Please circle yes or no)

Yes No

12) When you are not with your parents, do you buckle up? (Please circle yes or no)

Yes No

13) Is there anything you do NOT like about wearing a seatbelt? (Open)

________________________________________________________________

14) Have you ever been in a car accident? (Please circle yes or no)

Yes No

15) Are you careful and think about safety when you are near or around cars or trucks?

Yes No

16) What is the coolest kind of car or truck you are aware of?

17) Have you heard of Chevy/or Chevrolet?

Yes No (If yes, complete the next two questions, if no go to Q 17)

If YES, do you like Chevy?

Yes No Okay

If Yes, do you have a favorite Chevy car/truck/van etc.?

18) Do you know what OnStar is?

Yes No

Appendix B-3
 19) What do you spend your free time doing? (Open)
________________________________________________________________________

20) How many hours a day do you watch TV? (Please circle one)
A) 1 hour
B) 2-3 hours
C) 3-4 hours
D) 4-6 hours
E) I don’t watch TV

21) What is your favorite thing to watch on TV? (Open)

22) Do you listen to music?

Yes No

23) What is your favorite kind of music? (Open)

24) Name your favorite artist of band? (Open)

25) How do you most often listen to music? (Circle top choice)

Radio
iPOD
Download
On-line
Tape or disk

26) How many hours a day do you go on the computer? (Circle one)
A) 1 hour
B) 2-3 hours
C) 3-4 hours
D) 4-6 hours
E) I don’t use computers

27) How do you use your computer the most? (Circle one)
A) Internet
B) Homework
C) Computer games
D) Making videos
E) Visit websites
F) Social networks
G) Visit My Space
H) Visit YouTube
I) Visit Facebook
J) Other: _____________________________________________

Appendix B-4
 28) How many hours a day do you play video games? (Circle one)
A) 1 hour
B) 2-3 hours
C) 3-4 hours
D) 4 hours or more
E) I don’t play video games

29) What kinds of video games do you like to play?

30) How do you most often communicate with your friends? (Circle one)
A) Talking
B) Text messaging
C) Telephone
D) On-line or emails

THANK YOU. THIS SURVEY IS COMPLETE!

Appendix B-5
 Follow Up Interview: Boys and Girls Club of Lansing. March 19, 2008

Name ___________________________________________

Age ____________

1. Did you attend the “Kick-Off” or the “Safety Oscars”?

Yes No

2. If yes, do you remember who hosted the event?

_________________________________________

3. Did the events encourage you to remember to wear your seatbelt?

Yes No

4. Do you remind your friends to wear their seatbelts?

Yes No

5. Do you remind your parents to wear their seatbelts?

Yes No

Appendix B-6
Classroom Materials

Appendix C
Appendix C-1
Appendix C-2
Media Coverage

Television Coverage
Featured on Channel 6 WLNS news on February 8, 2008
at 5:00PM Local News.

The local news team covered our campaign kick-off event

at the Boys and Girls Club of Lansing. The clip included
video footage and soundbites from team members.

Additional Print Coverage

The State News featured an article about the visits our team
made to Gardner and Otto Lansing middle schools to teach
children about safety.

The article focused on our campaign message as well as our

partnership with the MSU College of Education Honors Fra-
ternity, Kappa Delta Pi, in our attempts to educate students.

The Lansing State Journal featured an article on our

“Safety Oscars: Red Carpet Premiere” Event at the Boys and
Girls Club of Lansing.

The article focused on the wrap-up of our campaign as well

as the local celebrities, Drew Stanton and Kaleb Thornhill,
and their involvement with the event.

Appendix D
News Releases, Advisories and Fact Sheets

Appendix E
Appendix E-1
Appendix E-2
Appendix E-3
Appendix E-4
Appendix E-5
Appendix E-6
Appendix E-7
Online Media
Below is a screenshot of www.youtube.com/michaelsavoni, the YouTube account
we used to host the majority of our videos created for the campaign.

Appendix F
Online Media
Below is a screenshot of www.youtube.com/kmonroe22, a secondary YouTube
account we used to host some of our videos created for the campaign.

Appendix F-1
Online Media
Below is a screenshot of www.safekidsmsu.com, our main website created for the campaign.
The website linked visitors to all related social media and external sites.

Appendix F-2
Online Media
Below is a screenshot of www.safetysavedmylife.blogspot.com, our blog site created for the campaign.
The blog site allowed visitors to post their stories on how safety impacted their lives both directly and indirectly.

Appendix F-3
Chevrolet Logo//Graphical Representation

The MSU Bateman Team created a logo to combine Chevrolet’s corporate logo with our safety message. We also
created a seperate logo for use on t-shirts.

Below are examples of our logos in action.

Clockwise: The Coloring Contest template, YouTube video (all of the YouTube and TeacherTube videos had the same logo),
t-shirt, www.safekidsmsu.com banner, VIP passes handed out at the Kick-Off event, a completed coloring contest entry.

Appendix G
Memorable Photographs
Below are numerous photos from our campaign events including the Kick-Off event, Red Carpet Premiere:
Safety Oscars, the Proclamation and more!

Appendix H
 Budget
Website............................ lunarpages.com..................$67.70
T-Shirts.............................LogoVision..........................$100.00
Seatbelt Covers............... Hobby Lobby...................... $62.46
Seatbelt Enforcer Cards...Kinkos.................................$53.87
Logos............................... istockphoto.com.................$15.00
Total: $299.03

Donations
Blockbuster Cards........... MSU Federal Credit Union.. $100.00
VIP Passes....................... Kerry Monroe......................$25.00
Key Chain (VIP Passes)....orientaltrading.com............. $40.00
Printing.............................Kolt Communications, Inc... $60.00
NAIAS Tickets.................. MSU PRSSA.......................$96.00
Total: $321.00

Appendix I