Teen Seat Belt Demonstration (CO, NV) 

Colorado and Nevada initiated multi-wave Teen Seat Belt Demonstration Projects in October 2007. Four waves of paid media and law enforcement activity were conducted over the next year. Three of these waves were conducted independently of statewide Click It or Ticket (CIOT) mobilizations, and one wave was conducted immediately prior to the May 2008 CIOT effort.

Program data indicate that these were “strong” programs, and awareness surveys indicated that media efforts and law enforcement agencies successfully impacted the target population of teens 16 to 20 years old. Baseline use rates were substantially higher in Nevada than in Colorado; and, in Nevada, baselines were higher among college students than among high school students.

Teen seat belt use increased significantly in both States. Overall gains of 5 percentage points in Colorado and 8 points in Nevada were substantial, particularly given that both States have secondary enforcement laws and low fine levels ($20 in Colorado; $25 in Nevada). It is likely that greater gains could be made with passage of a primary law upgrade and/or an increase in fine levels in either or both of these States.

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