THE BEHAVIORAL IMPACT OF AN ADVERTISING CAMPAIGN TO PROMOTE SAFETY BELT USE

Safety belt use was observed at one restaurant during McDonald's “Make It Click” promotional campaign. Following baseline, the program was monitored without intervention. During the final 2 weeks of the campaign an incentive strategy was added providing a large soft drink contingent on safety belt use. Safety belt use did not change from baseline levels before the incentive phase. The rate of belt use increased under contingent reward and declined during follow‐up. The effects of a verbal prompt could not be assessed because of the almost nonexistent use of the “Make It Click” stickers throughout the study.