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'Do the Buckle' Campaign Makes Wearing a Safety Belt 'Cool' For Kids in Portland

23 September 1998

'Do the Buckle' Campaign Makes Wearing a Safety Belt 'Cool' For Kids in Portland

            Safety Campaign Brings Life Saving Message to Portland

    PORTLAND, Ore., Sept. 22 -_ We've heard it for years --
"Safety belts save lives!"  So, why don't more Americans buckle up?  Chrysler
Corporation is addressing this problem in Portland and the surrounding area
with a new multi-million dollar campaign aimed at reminding kids and people of
all ages it's "cool" to "Do the Buckle."
    Featuring a fleet of ten Chrysler minivans, the "Do the Buckle" safety
tour is traveling the country carrying safety messages (wear your safety belt,
kids in back, air bags save lives) to schools, malls, day care centers, and
local events.  The minivans bring safety demonstrations, the "Do the Buckle"
song and dance (through a video) and other fun safety messages to diverse
audiences.  A "Do the Buckle" minivan will be in Portland on Wednesday,
September 23rd, giving a safety presentation at the Boys & Girls Club of
Portland from 4:30 p.m.-7 p.m.  "Every hour someone dies in America simply
because they didn't wear a safety belt," said Cheryl Jemmott, a "Do the
Buckle" safety manager in the Portland market.
    "Safety belts are the most effective means of reducing fatalities and
serious injuries, and sadly, many Americans aren't using them.  We're here in
Portland to make wearing a safety belt a fun experience for kids and people
all ages."
    The program's theme song, dance and video, "Do the Buckle," play off the
tune and lyrics from the '70s hit "Do the Hustle" and incorporate the motion a
person makes as they reach over their shoulder and across their torso to
buckle a safety belt.  In the video, Bucky, a lively, animated character,
comes to life to help people of all ages understand the importance of safety
belts.  The video also features an introduction by Bill Nye, the star of the
weekly Disney production "Bill Nye the Science Guy," and Robert J. Eaton.
    The exterior of the minivans feature colorful graphics and a variety of
safety messages.  The interior is equipped with a monitor for viewing the "Do
the Buckle" music video and other safety videos.
    A number of safety-minded companies are supporting the campaign including
Takata Inc., a manufacturer of safety belts, ITT Automotive, a manufacturer of
antilock brake systems, and Autoliv, a manufacturer of air bags.
    According to the National Highway Traffic Safety Administration (NHTSA),
an estimated 5,500 lives could be saved each year by increasing the level of
safety belt usage in the United States to 90 percent.  Yet, only 68 percent of
Americans wear safety belts.  By contrast, Germany stands at 95 percent and
Canada stands at roughly 89 percent.  "Do the Buckle" is the second phase of
Chrysler's successful consumer education outreach, and supports President
Clinton's recent plan to increase safety belt usage to 90 percent by 2005.
    If you would like to learn more about "Do the Buckle" or would like a
minivan to visit a particular venue, call 1-877-TOBUCKY.