In a six month period commencing in October 1979, residents of Winchester district were exposed to two major campaigns promoting the use of seat-belts. These used television, radio and newspaper publicity as well as individual promotions through posters and leaflets in the form of bookmarks. If the air-time and newspaper space had been purchased as a commercial exercise, the cost would have been about £50000. The penetration of the programmes was high. Questionnaires sent to a random sample of voters revealed that half were aware of the campaigns. Seat-belt wearing rates of front seat occupants were observed in a systematic way from cars entering car parks in Winchester and in a comparible city, Salisbury, which was not exposed to the campaigns. Before the campaigns, only 35% of drivers and 40% of fron seat passengers in Winchester wore seat-belts, which was simular to the national average. Despite the intensive use of publicity, the health education programmes failed to produce a major rise in seat-belt wearing rates (figures 1 and 2). There were some small upward trends in some groups but these were not sustained. Other important information was obtained from the follow-up study of Winchester voters sent questionnaires. Television was shown to be the most effective medium. Apathy was a common cause for not wearing seat-belts. Smokers and young people were much less likely to wear seat-belts. Areas for further study are outlined and ways of improving the effectiveness of health education are discussed. It is concluded that health education alone is insufficient to increase significantly the use of car seat-belts. The United Kingdom shoulf follow its European partners and pass legislation requiring front seat car occupants to wear seat-belts. As the recent experience in Australia shows, the benefits wil be considerable in terms of reducing mortality, morbidity and consequential expenditure. See also IRRD abstract No. 253940
Abstract