1. NINETY THREE PERCENT: AN EVALUATION OF THE PRIMARY SEAT BELT LAW AND THE CLICK IT OR TICKET PROJECT IN WASHINGTON STATE Philip M. Salzberg and John M. Moffat WASHINGTON TRAFFIC SAFETY COMMISSION John M. Moffat, Director 1000 S. Cherry Street, PO Box 40944 Olympia Washington 98504

2. Seat belt use in Washington State was 83% in 2001. In 2002, a series of policy initiatives coalesced to produce a dramatic increase in seat belt use. Washington enacted a primary enforcement seat belt law with an effective date of June 13, 2002. The Chief of the Washington State Patrol, Ronal Serpas, made safety belt enforcement one of the core missions of that agency. Washington participated in the national Memorial Day “Click it or Ticket” (CIOT) program during May 2002. CIOT continued thru the summer into Labor Day using State and Federal funding.

3. STRATEGY Exploit the earned media opportunity created by passage of the primary safety belt law. Use paid advertising to bring a strong enforcement message to the public. Localize the message to the extent possible. (Local police Chiefs and Sheriffs acted a spokespersons). Use paid overtime to support large-scale enforcement of seat belt violations. Insure that the enforcement is highly visible; so that public perception validates what is heard in the advertising. Insure that the public’s actual experience with enforcement has enough impact to result in “word of mouth” communication among would-be violators. Use highway signs to support the enforcement and media efforts. Maintain the media/enforcement pressure long enough for seat belt use to become habitual.

5. Evaluation of the primary law and CIOT was accomplished through observation surveys of seat belt use. Two statewide surveys were conducted: the first in early June just prior to the effective date of the primary seat belt law, and the second in early September coinciding with the Labor Day CIOT project. The Memorial Day CIOT campaign was evaluated by a series of seven small-sample surveys of belt use (mini-surveys) that corresponded to different phases of the project.

6. SURVEY METHODS The statewide observation surveys were based on a probability sample of 402 roadway sites in 19 counties. The mini-surveys used a convenience sample of 40 sites in five counties. Sites selected from the statewide sample. The design and methodology for the statewide surveys comply with NHTSA rules for seat belt observation survey methodology. Trained observers, many of whom were retired police officers, collected the survey data. Survey personnel observed shoulder belt use of drivers and right-front seat passengers.

8. DISCUSSION The increase in seat belt use was immediate and simultaneous with the enforcement effort. The onset of enforcement appears to be the critical factor; the media announcements of impending enforcement was not enough. CIOT projects conducted in other States have found increases in belt use averaging 9% during the enforcement phase, but typically the rates have dropped back to 1% or 2% above baseline a few months later. This did not occur in Washington because of efforts to keep the CIOT message and belt enforcement activities strong in the subsequent months.

11. SUMMARY  Seat belt use in Washington in 2002 increased by 12 percentage points (81% to 93%) following the Click It or Ticket project and the primary seat belt law. There were 27 fewer traffic deaths of motor vehicle occupants during June through December of 2002 as compared to the prior 6-year average (a decrease of 7.9%).