May 7, 2008

SGI BRINGS SEATBELT CHALLENGE TO RURAL SASKATCHEWAN

As part of its commitment to reduce deaths and injuries on Saskatchewan roads, SGI is introducing a Seatbelt Challenge to the Heartland Health Region.

Encompassing the communities of Davidson, Kindersley, Rosetown and Unity, the challenge encourages people to buckle up by offering prizes to individuals spotted wearing their seatbelts.

Roadside activities are planned for Rosetown on Friday, May 9 between 1 and 5 p.m. in front of the Town Office, 417 Main St.

"Promoting and rewarding seatbelt use is an important step in making our roads safer, " says Shannon Ell, SGI's Manager of Traffic Safety Promotion. "By focusing on the Heartland region, the Seatbelt Challenge addresses the relatively low rate of seatbelt use in rural areas."

Two roadside surveys measuring seatbelt usage rates will take place in each community participating in the challenge. The town with the highest percentage of positive change between surveys will earn a cash prize to be used for local infrastructure safety improvements.

"By analyzing results from the Seatbelt Challenge, a model can be established for expanding the initiative to other areas of the province," says Ell. "Plans are already in place for a second campaign in the Prairie North Health Region this summer."

Both challenges will be supported by a province-wide advertising campaign, including television, billboards, posters and roadside signs.

For further information, contact: