For immediate release - Tuesday, August 16, 2005.
Contact Bob Brammer or Bill Roach - 515-281-6699 or
Giant "ESUVEE" Creature
Visits State Fair to Promote SUV Safety
Public education campaign is aimed at preventing deadly roll-overs.
The "mascot"and program especially challenge young men to "master" their SUVs.
Iowa State Fair, Des Moines. The huge "ESUVEE" creature is at the Iowa State Fair today as the eye-catching "mascot"
for a nationwide education campaign to prevent deadly roll-over crashes of SUVs, or sport-utility vehicles.
"ESUVEE" is a 10-foot tall and 16-foot long creature that looks a little like a huge Woolly Mammoth but with SUV face
features like headlights and grill. (Go to www.ESUVEE.com to see the creature.) Fairgoers who visit ESUVEE will
receive SUV safety information.
"We are elated to have ESUVEE visit us at the Fair," said Iowa Attorney General Tom Miller, whose office was
instrumental in a multi-state lawsuit against the Ford Motor Co. and the SUV safety campaign that resulted from the suit.
"It rivals the Fair's super bull and largest boar."
are bigger, higher and heavier than cars," Miller said. "They are more
prone to roll over because they have a higher center of gravity that makes
them more top-heavy. Just about once every hour, someone in the U.S. is
killed in an SUV crash, very often in a roll-over, and often in a single-car
crash," he said.
"Rock-it Robot" stops to visit ESUVEE at the Iowa State Fair.
The huge ESUVEE creature is barn-storming the country and
appearing in TV ads to promote SUV safety.
"But a huge number
of SUV roll-over deaths can be prevented - if drivers handle their SUVs
right," he said. "That's the mission of our campaign. We try to drive
home several key tips that make the difference between life and death:
Don't overload, don't speed, try to avoid sudden maneuvers, check your
tire pressure each month, and always wear seat belts."
Miller said the education campaign targets young men, who may be most vulnerable -- and most difficult to reach. Young
male drivers have the highest incidence of SUV roll-overs. "We challenge drivers to master their SUV," Miller said.
Sue Ferden of Des Moines, an SUV roll-over victim in December 2004, joined Miller at the ESUVEE site at the Fair.
Miller said the SUV Safety Campaign is funded by a December 2002 settlement with Ford Motor Company, which
resolved state lawsuits alleging that Ford's marketing practices misled consumers on how to drive, load and maintain Ford
Explorers. In the settlement, Ford agreed to fund the multi-million dollar consumer campaign on SUV safety. No taxpayer
funds are used.
"SUVs can give you a sense of invincibility," said David Champion, senior director, Auto Test Department at Consumer
Reports, when the campaign launched in January, "but if you lose control they become very dangerous, due to their weight
and high center of gravity."
Miller said: "We've learned that almost five in 10 Americans do not know that overloading an SUV increases the risk of
roll-overs. And more than four in 10 think they are safer in an SUV than in a regular car. That may be true in some
situations, but roll-overs are a deadly threat."
Miller, who was a leader both in the earlier litigation against Ford and fashioning the new education project, said the SUV
Safety Campaign will have several components:
- "ESUVEE" is the
mascot created for the campaign. "ESUVEE" was unveiled for the first
time Jan. 31 at the Safety Campaign kick-off at New York City's Central
- The "ESUVEE" creature
is used in strong animation for TV and movie-house ads, and in print
ads, on-line ads, and billboards. The huge mascot creature also is "barnstorming"
the country at events nationwide - including today at the Iowa State
the SUV Safety Campaign web site, is a source of tips and information
about safe operation and maintenance of SUVs. Ads will lead viewers
to the web site.
The Campaign especially targets younger male drivers because drivers age 16-24 account for about one-quarter of SUV
crashes, and they are about 68 percent more likely to roll over than older drivers. SUVs now account for about one in four
"The thrust of this campaign is simple," Miller said. "We want people to realize that driving SUVs like ordinary cars
invites disaster. We are trying to change driver behavior and driver understanding," he said.
"We recognize that people find SUVs to be exciting and powerful, but SUVs require special care and driving habits, too.
Many deadly crashes can be prevented, if drivers follow the basic tips to avoid speeding, avoid sudden maneuvers, avoid
overloading, check tire pressure often, and always wear seat-belts."
All fifty states
are participating in the safety campaign, plus Puerto Rico, the U.S. Virgin
Islands and the District of Columbia. The states selected an advertising
agency, Bartle Bogle Hegarty Limited, to execute the campaign. Peppercom,
Inc. was hired to handle public relations and promotions. Bill Roach of
the Iowa Attorney General's Office was a leader in creating the safety
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