“Seat Belt Sweepstakes” - An Incentive Program

As part of an overall effort to support the National Highway Traffic Safety Administration's (NHTSA) national program to increase seat belt usage, General Motors instituted an employe seat belt use incentive program at the General Motors Technical Center in Warren, Michigan. This program was responsible for raising seat belt use at the Tech Center from 36% to 70% during its 5 1/2 month duration. The program was patterned, in part, after research work done by professor E. Scott Geller of the Virginia Polytechnic Institute and State University under a grant from the General Motors Research Laboratories and a program conducted by Berg Electronics (a DuPont subsidiary). The intent of the program was to provide sufficient positive incentive to employes to buckle up for an extended period of time, thereby establishing a seat belt use habit that will continue after the incentives are no longer offered. This program was different from most other efforts to increase seat belt use in that prizes were available to participating individuals if, and only if, overall seat belt use on the site achieved a predetermined level. This paper presents the methodology and results of that program.