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State Highway Safety Showcase

Denver Latino Occupant Protection

Colorado Department of Transportation, Safety and Traffic Engineering Branch

This program provides educational solutions and activities to reduce deaths/ injuries within the Hispanic communities. These activities include partnerships (with six organizations), community outreach, media campaigns and child-seat check-up events to increase child passenger safety and seat-belt usage in the Denver Metro area. Program highlights are provided below.

Lucha Libre Media Campaign Poster
Lucha Libre Media Campaign Poster

Community Outreach—Servicios de La Raza (Servicios)
Servicios provides services to over 1500 individuals. Services include education materials, outreach activities, community events, check-up events, fitting station service and safety community sessions. Outreach activities throughout metro Denver include: Spanish and English community sessions to child seat recipients, Child Safety Seat workshops, and year-round child-seat check-ups. Servicios supports the "Click It or Ticket" campaign at all outreach activities.

Media Campaign—Lucha Libre
This visually and culturally innovative campaign targets the Hispanic communities through children and teens who influence their parents/caregivers to buckle up. This campaign was launched jointly with the summer's anticipated blockbuster movie Nacho Libre, which was premiered in Colorado on the same day.

As the Hispanic population in Colorado is growing, there are higher numbers of Hispanic deaths and serious injuries on Colorado's highways. Lucha Libre campaign is a response to address the cultural differences that may lead to these higher numbers. Increasing awareness among the Hispanic community will result in greater seat-belt use and save lives.

Lucha libre, a Spanish phrase loosely translated into English as 'free-style fighting,' was chosen as the campaign theme because it represents a genre of professional wrestling in Mexico that is a strong part of the Hispanic culture and is well recognized. While the campaign is developed and produced in Spanish, it is the cultural power of the Lucha imagery that makes this an appealing campaign to all Hispanics, regardless of language preference.

Lucha Libre campaign elements include:

The Lucha Libre concept was adapted into a short play by El Centro Su Teatro Group to convey our safety message in a humorous and memorable manner. This unusual approach generated lots of media attention and help spread our message to buckle-up.

Event—El Dia de Los Ninos (Children's Day)
To call attention to the importance of buckling up all children, Heinrich Hispanidad, in partnership with CDOT and the Colorado State Patrol's CPS Team Colorado, hosts the annual "Children's Day Safety Celebration." At the event, bilingual certified CPS technicians demonstrate proper use and installation of child seats. The event includes other safety activities such as a bicycle safety-course and on-site tire specialists to check vehicle tire pressure. Entertainment activities are provided for the children and their families by several media sponsors.

More Information

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