TIMING
Summer of 2008

CAMPAIGN SUMMARY
Low seat belt use continues to be an issue within Colorado's Hispanic community. Men are especially vulnerable since they are, statistically, less likely to buckle their seat belt when riding in a vehicle, than the general population.

In 2007, Hispanidad developed a campaign using Lucha Libre (Mexican freestyle wrestling) to draw attention to the importance of seatbelt use among Hispanic men. The campaign's "spokesperson", El Hijo del Cinturón (Son of the Seatbelt) encourages the target audience to buckle their seatbelt every time they travel in a vehicle.

As a follow-up to this enormously successful campaign, Hispanidad is partnering with CDOT to launch the Cita Con La Vida 2008 Community Tour, featuring personal appearances by El Hijo del Cinturón and his nemesis, El Rudo. El Hijo and El Rudo are played by actors from El Centro Su Teatro, a nonprofit Hispanic theatre company in Denver, who perform seatbelt safety skits at many of the Tour events. Also included in the Tour are appearances by local and international Lucha Libre wrestlers.

TARGET AUDIENCE
The target audience is Spanish-dominant Hispanic men, ages 16-34, and living in the Denver/Front Range metropolitan area.

OBJECTIVE
The objective of this campaign was to develop and implement an integrated media relations and communication campaign including paid and earned media to draw attention to the importance of seatbelt usage, within the targeted demographic.

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Public Service Announcement