Seat-Belt Drive Targets Latinos

Federal officials Monday launched a bilingual safety campaign to counter what they believe is a particular reluctance among Latinos to wear seat belts.

National Highway Traffic Safety Administration officials, along with leaders of other organizations, unveiled the nationwide campaign in Los Angeles by citing grim statistics: The most common cause of death for Latinos under 25 is traffic accidents. About 63% of Latinos--as opposed to 71% of other ethnic groups--wear seat belts.

Campaign organizers chose the slogan “Cuida tu vida--ponga el cinturon,” or “Take care of your life--buckle up,” to promote seat-belt use. The campaign particularly focuses on protecting children from injury.

Elements of the campaign include radio jingles featuring salsa and other popular music styles that will be played in the 10 largest Latino markets. Brochures will be passed out at Pep Boys automotive stores nationwide.

A public service announcement featuring safety officials speaking on the subject will be shown on Spanish-language television.

Included in that video is footage of a crash-test dummy holding an infant dummy in the front passenger seat and smashing into the windshield during a crash.

The dummy representing an infant was used to help tap into what organizers said is a traditional emphasis on children and families in Latino culture. Indeed, officials cited cultural explanations for the apparent gap in seat-belt use.

Transportation agency spokesman Jose Ucles said studies have suggested that newcomers to the United States are less likely to buckle up.

“We have many Hispanics that are recent immigrants . . . [they] are not used to wearing seat belts,” Ucles said at a news conference announcing the campaign at California Hospital Medical Center near downtown Los Angeles. “We carry the bad habits from our countries.”

Ucles also said Latinos new to this country are typically not able to afford newer vehicles and instead must rely on older cars that may lack working seat belts. Some with large families are more likely to hold their children rather than belt them in. A traditional ethic of machismo also plays a part, he said.

Statistics suggest explanations for seat-belt use may be more complex. A study conducted by Meharry Medical College in Nashville and General Motors Corp. last year found safety-belt use is also lower among African Americans than the national average.

The study said African American youths are 50% less likely to buckle up than other racial groups.