In conjunction with

Honda's "Stupid Hurts" 
TV Public Safety Announcements

American Honda is proud to announce the release by TREAD Lightly! of six made-for-TV public safety announcements promoting the "Stupid hurts" safety
message for all-terrain vehicles (ATVs). The 30-second video messages remind ATV riders to wear appropriate riding gear, not to carry passengers, to stay on approved trails and to take rider training.

The PSAs have recently been mailed to cable television companies throughout the U.S. by TREAD Lightly! American Honda produced the safety messages in cooperation with TREAD Lightly!

American Honda's innovative and extensive ATV safety awareness campaign is now approaching its first anniversary. The multi-million dollar program delivers straightforward, no-nonsense messages encouraging rider training (provided free to purchasers of new ATVs and immediate family members), helmet use, operator-only use, drug and alcohol-free operation, appropriate age/vehicle size, youth supervision, and off-highway-only use. Each topic embodies a strong encouragement to parents and adults to act responsibly with youths riding ATVs. The program slogan, "Stupid hurts" is intended to create a lasting impression on
parents and youngsters who read or view the campaign materials.

Honda's print advertising effort began last fall, saturating more than 20 enthusiast magazines, outdoor publications, and farm journals. Three different full-page print messages encourage readers to order a free safety information kit by calling a toll-free telephone number, (800) 905-5565. Readers receive an introductory letter, a Honda Ride Smart riding tips guide, and several "Stupid hurts" stickers printed on a unique adhesive-bandage design.

The "Stupid hurts" message is also incorporated as a central theme in Honda's safety awareness video, "FourTrax, Play It Smart," that is provided free to all purchaser's of new Honda ATVs. A three-year sweepstakes inaugurated by Honda
stimulates customer awareness of the "Stupid hurts" safety campaign and promotes rider training. Since the sweepstakes began, three first prizes have been awarded and thousands of dollars have been given away. The first Grand Prize Giveaway of a Honda Accord will take place soon - entries must be received no later than 10/1/99.

About TREAD Lightly!
TREAD Lightly! is a not-for-profit organization whose goal is to balance the needs of people who enjoy outdoor recreation with the needs of the environment. The TREAD Lightly! pledge is: Travel and recreate with minimum impact; Respect the environment and the rights of others; Educate yourself, plan and prepare before you go; Allow the future use of the outdoors, leave it better than you found it; Discover the rewards of responsible recreation.

TREAD Lightly! is funded through the support of member corporations like American Honda, groups, associations, and individuals. These memberships, in the form of annual contributions, pay for required staff, program development, and overall promotion of TREAD Lightly! principals. For more information, call (800) 966-9900 or visit the web site at: Tread Lightly.