CDOT Partners with Spanish Media for Summer Seat Belt Messaging

Determined to reduce the growing number of unrestrained Hispanic residents who die in carLady holding microphone at cemetery crashes each year on Colorado roadways, CDOT partnered with several respected Spanish and bilingual media outlets recently to roll-out occupant protection messaging designed to keep seat belt use top-of-mind during the remaining summer travel season.

Leveraging culturally relevant images and messages, the goal of these partnerships is to promote a multi-generational dialogue in which every member of the household becomes a “spokesperson” for driving safely, while increasing awareness of the importance of being properly restrained in a vehicle.

Click here to view and listen to the creative: 

  • Nationwide, motor vehicle crashes are the leading cause of death for Hispanics through the age of 24, and the second leading cause of death for Hispanics between the ages of 25-44.
  • Additionally, Hispanics have a significantly higher risk of dying in a car crash than non-Hispanic whites, and they are less likely to wear seat belts.

Total motor vehicle fatalities by Race/Ethnicity, Colorado 2014-2018*

 

5-year total

Percent of Fatalities

Percent of Population**

White, non-Hispanic

1,965

67

67

White, Hispanic

710

25

21

Black

124

4

5

Asian/Pacific Islander

64

2

4

American Indian/Alaska Native

36

1

2

All other races

24

1

3

 

*Source: Fatality Analysis Reporting System (FARS)

**Source: U.S. Census Bureau American Community Survey