New seatbelt ad targets Hispanics, en Español
by: Chris Vanderveen
DENVER - A state senator who has long criticized this country's immigration policies is now upset with a new public service campaign initiated by the Colorado Department of Transportation designed to encourage more seatbelt usage.
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"It's part of a trend that I see," Sen. Dave Schultheis (R-Colo. Springs) said on Tuesday. "I just don't think this is part of (the government's) role."
Earlier in the day CDOT unveiled a new PSA campaign designed to target Spanish-speaking audiences.
"It's a message that is educational and both culturally and linguistically relevant," said Laura Sonderup, the director of Hispanidad, the Denver-based agency which produced the campaign.
The PSA attempts to target Hispanic drivers at a time when national statistics suggest they are using seatbelts and child restraints at a rate below the national average.
"The ultimate goal is to reduce the number of fatalities on our highways and byways," Colorado State Trooper Gilbert Mares said. "We want to get the word out in the Spanish language."
On Tuesday, Schultheis not only questioned the campaign's $15,000 price tag, but openly wondered if the campaign will send the wrong message.
"In reality, while we're trying to do this to help people who speak a different language, it will, in the end, not help them," he said. "I want every legal person who speaks a different language to assimilate as quickly as possible, because when you do that you can function in society better."
The ad could start running on Spanish-speaking television stations at any time.
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