SUV Safety Campaign Launched Online

Driving a sport utility vehicle as if it were an ordinary passenger car can be fatal. In 2000, rollover crashes killed 9,873 occupants of passenger cars and light trucks, almost one-third of the total deaths of occupants of these types of vehicles. Despite these disturbing figures, more than four in 10 Americans think they are safer in an SUV than in a regular car, according to a new consumer survey.

To combat the tragic reality that these statistics represent, the 50 states and three jurisdictions today joined forces to launch the ESUVEE Safety Campaign. This $27 million, yearlong national education program consists of events and initiatives designed to reduce SUV rollovers, particularly among younger male drivers who have the highest incidence of such accidents.

The Campaign highlights critical tips for driving SUVs that can mean the difference between life and death: check your tire pressure monthly, don't overload your SUV, always wear your seatbelt, try to avoid abrupt maneuvers, and don't speed.

"Driving SUVs like ordinary cars invites disaster. Awareness of SUV safety - especially stopping rollovers - can mean survival to countless Americans," said Connecticut Attorney General Richard Blumenthal. "Smart drivers can save lives with some simple steps: avoid speeding, sudden maneuvers, and overloading. Our education campaign targets young men, who may be most vulnerable and most difficult to reach. If you think this message is hype, look at the numbers - thousands of young Americans killed in rollover crashes every year."

About The Campaign

The SUV Safety Campaign will use a mascot, ESUVEE, to engage the target audience of younger drivers.

The SUV Safety Campaign will use a mascot, ESUVEE, to engage the target audience of younger drivers. This previously undiscovered species makes its first appearance during today's campaign kickoff at New York's Central Park Zoo. New York City has officially declared January 31st to be SUV Safety Day. The 16-foot long, 11-foot wide and 10-foot tall ESUVEE will serve as the Campaign's focal point, appearing at events nationwide throughout this year. ESUVEE is prominently featured on the Campaign's web site, www.ESUVEE.com, a source of tips and information about safe operation and maintenance of SUVs. Throughout the year, the site will also provide information on upcoming events where ESUVEE will appear, such as SUV Safety Days in individual states. ESUVEE will also anchor a hard-hitting public relations campaign promoting SUV safety, including cinema, billboards, print, online and broadcast advertisements.

(CONTINUE...)