MADD and Takata Launch Tie One On For Safety Holiday Red Ribbon Campaign to Save Lives

Partnership Enters Second Year Following a Decline in Alcohol-Related Highway Fatalities and an Increase in Seat Belt Usage in 2003

WASHINGTON, Nov. 18 -- Mothers Against Drunk Driving (MADD) and Takata, the world's largest manufacturer of seat belts, teamed up for the second straight year to launch the 2004 Tie One On For Safety holiday red ribbon campaign today, which promotes safety on the highways to save lives. The campaign encourages motorists to tie a red ribbon to their vehicles as a pledge to drive safe and sober, and to always buckle up while in a vehicle during the Thanksgiving to New Year's holiday season. According to the National Highway Traffic Safety Administration (NHTSA), during the 2003 holiday season more than 2,100 people were killed in alcohol- related traffic crashes and/or crashes where safety belts were not used.

"Before the public picks up their keys and heads out the door for their holiday destinations, MADD and Takata want everyone to remember the three keys to protecting themselves while on the roads: drive safe, drive sober and drive buckled up," said MADD National President Wendy J. Hamilton. "Drunk driving crashes are preventable, yet they still are the most frequently committed violent crime in America."

The holiday period between Thanksgiving and New Year's Eve is one of busiest on the nation's roads, with a high incidence of alcohol-related traffic fatalities. Last year's inaugural partnership between MADD and Takata enhanced the Tie One On For Safety holiday campaign with reminders to wear safety belts.

In 2003, the number of alcohol-related traffic fatalities in the U.S. dropped slightly by 2.9 percent compared to 2002, the first year-to-year decrease since 1999. In addition, safety belt use in the U.S. rose to 80 percent in June 2004, the highest ever recorded by NHTSA.

"Crashes continue to be a public health epidemic," said Dr. Jeffrey W. Runge, M.D., NHTSA Administrator. "The good news is that each of us possesses the vaccine to prevent this deadly disease. Always buckling up and driving sober can save countless lives this holiday season and every day."

More than 17,000 fatalities and half million injuries from alcohol-related traffic crashes occur annually, and someone dies in alcohol-related traffic crash nearly every 30 minutes.

The use of safety belts is the best defense in any traffic crash. Safety belts saved nearly 15,000 lives in 2003, but if all vehicle occupants were properly restrained during a crash, nearly 21,000 lives (an additional 6,000) could have been saved in 2003. Additionally, seat belts annually save society approximately $50 billion in medical care, lost productivity, and other injury-related costs nationwide. There are still 29 states without a primary seat belt law, which allows law enforcement to stop a motorist solely for not wearing a safety belt.

During the 2004 campaign, MADD will distribute more than 6 million Tie One On For Safety red ribbons nationwide through 600 MADD chapters and at 700 Mazda dealerships. The Mazda Foundation (USA), Inc. is the 2004 campaign's official automotive sponsor.

Hamilton added, "MADD and Takata's alliance is a natural fit as we are both committed to saving lives and increasing awareness about the need to drive sober and buckle up. We are especially thankful for Takata's ongoing support of this lifesaving campaign."

Takata, National Presenting Sponsor of MADD's Tie One On For Safety red ribbon campaign, is the world's largest provider of safety belts and a leading global automotive safety systems supplier. Takata offers a full line of seat belts, frontal and side impact airbags, steering wheels, safety electronics including rollover protection and crash avoidance systems, and a broad range of interior trim components. Takata's U.S. automotive safety headquarters are in Auburn Hills, Mich.

Founded in 1980, MADD is a non-profit organization with approximately 2 million members and supporters nationwide. MADD's mission is to stop drunk driving, support the victims of this violent crime and prevent underage drinking. In 2003, MADD served more than 27,000 victims of drunk driving and since its founding 24 years ago, MADD has helped save nearly 270,000 lives and has helped reduce alcohol-related traffic fatalities by 44 percent.

For more information, visit http://www.madd.org/ or Takata at http://www.takata.com/ .