MADD: Tie One On For Safety

MADD And Takata Launch Annual Tie One On For Safety Holiday
Ribbon Campaign To Save Lives

Silver Ribbons Commemorate MADD’s 25th Anniversary

DALLAS (Nov. 17, 2005) – Mothers Against Drunk Driving (MADD) and
Takata, the world’s largest manufacturer of seat belts, today launched
the 2005 Tie One On For Safety holiday ribbon campaign. This is the 19th
year of the campaign and the third consecutive year that the
organizations have joined forces to encourage motorists to tie a ribbon
to their vehicles as a pledge to drive safe and sober, and to always
buckle up while in a vehicle during the Thanksgiving to New Year’s
holiday season. To commemorate MADD’s 25th anniversary, the campaign
ribbon has been issued in a special silver edition.

“The holiday season is a busy time on our nation’s roads with a high
incidence of alcohol-related fatalities,” said MADD national president,
Glynn R. Birch. “Drunk driving crashes are the most frequently committed
violent crime in America, yet they can be prevented if the public would
simply remember the three keys to safety before they head out the door to
their holiday destinations: drive safe, drive sober and buckle up. Tie
One On For Safety asks motorists to tie a silver ribbon to their vehicles
as a pledge to do just that.”

Alcohol-related traffic deaths from Thanksgiving to New Year’s Eve
dropped from 1,579 in 2003 to 1,316 in 2004. Unfortunately, the number of
unrestrained and/or alcohol-related traffic deaths increased in 2004 over
this same time frame from more than 2,100 in 2003 to 2,237 and
nationally, there are still nearly 17,000 alcohol-related traffic
fatalities annually.

Bob Kittle, vice president of sales and marketing for Takata, said,
“Takata is in the business of saving lives, and our passion is to reduce
traffic fatalities by constantly educating people on the critical
importance of wearing a seat belt. Ninety percent of the fatalities on
our roads are caused by drunk drivers or failure to wear seat belts;
since a buckled seat belt is the best defense against a drunk driver,
supporting MADD is the right thing to do for Takata.”

Consider these facts supporting why seat belts are the best defense
against a drunk driver:

From 1975 through 2004, it is estimated that safety belts saved
195,382 lives, including 15,434 lives saved in 2004. If all passenger
vehicle occupants over age 4 wore safety belts, 21,273 lives (that is, an
additional 5,839) could have been saved in 2004. (National Highway
Traffic Safety Administration, 2005)

Alcohol-impaired drivers are less likely than drivers without alcohol
to use seat belts, and the higher their blood alcohol content (BAC) the
lower the use of seat belts. (McCartt & Williams, 2004).

The higher the driver’s BAC, the more likely that a child passenger
will be unrestrained. (Quinlan et al, 2000)

Studies have found that states that pass a primary seat belt law
increase average seat belt usage by nine to 14 percentage points.
(Dinh-Zarr et al, 2001)

Tie One On For Safety is MADD’s most recognizable and longest running
national public awareness campaign. More than 6 million ribbons are
distributed annually. In addition to picking up a ribbon, there are other
ways communities can get involved this holiday season. Everyone can
access MADD’s free safe party guide with mocktail recipes and tips for
hosting safe and fun parties and honor victims/survivors online. MADD
will host a Candlelight Cybervigil of Hope and Remembrance from November
23 through January 2, 2006, to help families and friends honor those who
have been killed or injured in alcohol-related traffic crashes. The
public can light a “virtual candle” this holiday season and share a
message to acknowledge their loss experience and support others who share
in that loss.

“Drunk driving is a 100 percent preventable crime,” Birch noted. “In
25 years, we have helped save more than 300,000 lives and prevented
countless injuries with the help from leaders nationwide. We are
especially grateful for the support of Takata this holiday season and for
helping MADD raise awareness about the need for primary seat belt laws in
every state.” MADD aims to reduce drunk driving fatalities and injuries
by 25 percent by 2008 with a primary focus on general law enforcement
deterrence such as seat belt mobilizations and sobriety checkpoints.

Takata, National Presenting Sponsor of MADD’s Tie One On For Safety
ribbon campaign, is the world’s largest provider of seat belts and a
leading global automotive safety systems supplier. Takata’s U.S.
automotive safety headquarters are in Auburn Hills, Mich.
www.takata.com

Founded in 1980, MADD is a non-profit organization with approximately
2 million members and supporters nationwide. MADD’s mission is to stop
drunk driving, support the victims of this violent crime and prevent
underage drinking. www.madd.org/toofs.

Contacts:

Misty Moyse, MADD National, (469) 420-4558

misty.moyse@madd.org

Rick Bourgoise, Strat@comm, (248) 649-8000, ext. 210

rbourgoise@stratacomm.net

SOURCE:

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