WCCO-TV, WCCO Radio
Project Lifesaver was a month-long campaign to save lives which might be snuffed out by needless traffic accidents. It began as a commitment by WCCO-TV but it grew until it became state-wide, ultimately involving WCCO-Radio, the St. Paul Pioneer Press and Dispatch, Ruhr/Paragon Advertising, the St. Paul Companies, schools, churches, businesses, civic groups, and governmental agencies all across Minnesota. Results were dramatic. Nearly a quarter-million drivers took a pledge to wear seat belts, not to exceed the speed limits, and not to drink and drive. Seat belt use in the Twin Cities area alone increased by more than fifty percent.