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

Campaign Aims to Curb Fatalities in Minnesota from Alcohol-Related Crashes and Increase Seat Belt Use During the Holiday Season

MINNEAPOLIS, Nov. 23 -- For the second consecutive year, Mothers Against Drunk Driving (MADD) and Takata, the world's largest manufacturer of seat belts, are teaming up to promote safety on the highways and save lives. The 2004 Tie One On For Safety holiday red ribbon campaign encourages motorists in Minnesota to tie a red ribbon to their vehicles as a pledge to themselves and a reminder to other motorists to drive safe and sober, and to always buckle up while in a vehicle.

In the 36 days between Thanksgiving and New Year's Eve last year, data from the National Highway Traffic Safety Administration (NHTSA) shows that 29 people were killed on Minnesota roads in alcohol-related traffic crashes and/or crashes where safety belts were not used. That's almost one life lost every day as a result of drinking and driving or a failure to buckle up.

"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 buckled up," said MADD National President Wendy J. Hamilton. "With drunk driving still the nation's most frequently committed violent crime, we need the public to pledge this holiday season to be part of the lifesaving solution."

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 and injuries. Last year's inaugural partnership between MADD and Takata enhanced the Tie One On For Safety holiday campaign with reminders to wear safety belts.

"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."

Minnesota does not have a primary seat belt law and studies show that states with primary seat belt laws generally have an 11 percentage point higher usage rate than states with a secondary law. A primary law allows law enforcement to stop motorists solely for not wearing a seat belt. MADD Minnesota is a member of the Minnesota Seat Belt Coalition, a coordinated effort by the Minnesota Safety Council.

The use of safety belts is the best defense in any traffic crash. Safety belts saved nearly 15,000 lives nationwide 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.

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

During the 2004 campaign, more than 6 million red ribbons are expected to be distributed nationwide through more than 600 MADD chapters and 700 Mazda dealerships. The Mazda Foundation (USA), Inc. is the 2004 campaign's national automotive sponsor.

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. Since its founding, nearly 270,000 lives have been saved. For information on MADD Minnesota, call (651) 255-0018.

For more information, visit http://www.madd.org/ , Takata at http://www.takata.com/ , or the Minnesota Safety Council at http://www.minnesotasafetycouncil.org/ .

NOTE TO EDITORS: An online press center with statistics is available at http://www.madd.org/toofs2004 .