TITLE

Volvo to buckle up African-Americans

AUTHOR(S)
Halliday, Jean
PUB. DATE
February 2000
SOURCE
Advertising Age;2/14/2000, Vol. 71 Issue 7, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that Volvo Cars North America is preparing for its first advertising campaign targeting Africans Americans. The estimated $6 million print, radio and in-school educational campaign will promote seat-belt usage by children less than 14 years old. Research revealed that car crashes are the leading cause of death among African American children, who are half as likely to use seat belts as other youngsters, said Mark LaNeve, vice president of marketing at Volvo. The buy is in very targeted magazines and radio stations, including minority-owned media. The campaign includes posters for inner-city elementary schools as well as advertisements on African-American targeted Web sites. Volvo's agency of record, Messner Vetere Berger McNamee Schmetterer/Euro RSCG, is handling the program. The campaign is expected to break late in February or in early March and will run through year-end.
ACCESSION #
2781193

 

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics