Nevada Office of Traffic Safety

News Release

Contact: Vicky O'Toole

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NEWS FROM: Nevada Office of Traffic Safety 01-025

Nevada Office of Traffic Safety Launches "Why risk it?" Advertising Campaign
Campaign will target men ages 25-54 with simple, straightforward safety messages

WHAT: Combating the statistically proven dangerous driving behaviors of males 25-54, the Nevada Office of Traffic Safety is launching a new advertising campaign. The "Why risk it?" campaign appeals to men with simple, direct messages including "Buckle up," "Don't drink and drive," and "Don't push the limit." These messages reference the most common contributing factors to injury and death in traffic crashes. Advertising will include radio, cable television, and vehicle advertising on trucks and sport utility vehicles.

WHEN: Tuesday, June 26, 2001
11 a.m.

WHERE: Nevada Highway Patrol Headquarters
357 Hammill Lane, Reno

WHO: Director Richard Kirkland, Nevada Department of Public Safety
Julie Butler, Nevada Office of Traffic Safety
Trooper Pat McGill, Nevada Highway Patrol

WHY: Men 25-54 make up almost half of Nevada's population (47%) and almost one-third of the driving population (31%). According to a survey conducted by the OTS, men are less likely to wear seat belts than women, at only 72% of the time. According to statistics collected by the state's Fatal Analysis Reporting System, male drivers 25-54 cause more overall traffic crashes and are more likely to be injured or killed in a traffic crash. Overall, speeding and drunk driving are among the top five contributing factors for traffic crashes in Nevada.

VISUALS: Three semi-trucks with campaign advertising "wrapped" on the back. The trucks will be driven around Reno and as far as San Francisco and Los Angeles with safety messages on the back. Space on the trucks was donated by Reno based Bender Transportation.