Safety Education & Awareness Campaign

Objective: To reinforce TRW Automotive’s position as a leader in automotive safety and to help the Michigan State Police encourage safety belt use among children.

Strategy: Use the BUCKLEBEAR® community outreach program to reach children with important safety messages and raise awareness of TRW’s work in automotive safety systems and technology.

Challenge: To reach elementary school-aged children in a fun and educational way about the importance of wearing seat belts and to increase seat belt use among children and adults.

Approach: Transformed a standard radio-controlled, animated toy bear into “Trooper BUCKLEBEAR” and promoted it as an actual member of the Michigan State Police; helped to promote visits by Trooper BUCKLEBEAR to schools, daycares and community events throughout Michigan; and extended the scope and reach of the BUCKLEBEAR program by distributing support materials – including news releases, facts sheets, photos, customized coloring books and Trooper BUCKLEBEAR collectible cards

Results:

• Raised the awareness of the need for seat-belt use, the Michigan State Police’s safety program and TRW Automotive’s involvement in safety systems.
• In a few years, Trooper BUCKLEBEAR had been seen by tens of thousands of children (and parents) at events throughout Michigan and Ohio.
• The success of the program sparked interest by TRW facilities in other areas.

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