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National Highway Traffic Safety Administration (NHTSA)
Challenge: Motor vehicle crashes are the leading cause of death for children 8 to 15 years old ("Tweens"). The percentage of Tweens dying as a result of
not buckling up each year is increasing. NHTSA needed current, relevant research in order to gather data and provide insights to address and measure what
Tweens think, believe and perceive when it comes to seat belt use.
Solution: Research students, through the use of visual ethnography, as well as qualitative and quantitative methods determined how Tweens perceive seat
belt use as well as what drives Tween behaviors and what motivates them to use seat belts. They also had to identify other important factors, such as
who or what were key influencers in Tween behavior. This research helped NHTSA determine the appropriate and necessary forms of communication and
messaging in order to reach key influencers and Tweens.
Research data will be used by marketing classes during the fall 2010 term to develop integrated marketing communications plans that can be implemented
by NHTSA to reach key influencers and Tweens.