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New Honda ads: Fix your airbags

As we've heard on many different occasions, one of the biggest problem with recalls is getting people to actually report to the dealership to have repairs done. This is particularly important in cases where the recalled part can cause some very serious harm. To combat this tendency – you might even call it neglectfulness – on the part of owners, Honda is turning to advertising. The company is launching a multi-million-dollar ad campaign targeting owners of vehicles affected by the Takata airbag recall and asking them to report in to have a replacement inflator installed. "Honda hopes that this new consumer information campaign will bolster our existing and continuing efforts to reach our customers and maximize the vehicle repair completion rates associated with recalls to replace Takata airbag inflators," Honda's John Mendel said in the attached statement. "These ads are a strong call to action from our company designed to break through the clutter, grab the attention of customers driving affected vehicles, and urge that they get required repairs as soon as possible." The campaign will kick off March 16 with full-page color ads in over 120 newspapers and 30-second radio spots in 110 markets. Because it's 2015, the company will also use sponsored Facebook posts "that mention the specific vehicle owned by each identified user." Yep, here's the future. Honda's ads will largely be focused in the 11 high-humidity states and territories (Alabama, California, Florida, Georgia, Hawaii, Louisiana, Mississippi, South Carolina, Texas, Puerto Rico and the US Virgin Islands) most affected by the Takata recall. Several of the states were part of the initial National Highway Traffic Safety Administration investigation, like Florida, Hawaii, the USVI and Puerto Rico. "The goals of this campaign is to save lives and prevent injuries," Mendel added. This campaign will be worth watching, not only because they deliver an important message, but they could set a precedent for the handling of future major recalls. Check out Honda's full press release, available below. New Honda Advertising Campaign Urges Owners to Take Immediate Action to Check for Open Recalls to Replace Takata Airbag Inflators Mar 12, 2015 - TORRANCE, CA.

Honda recalls 2.7 million vehicles for new air bag inflator defect

WASHINGTON — Honda said on Tuesday it will recall 2.7 million older U.S. vehicles in North America for potentially defective air bag inflators. The defect involves a different type of Takata inflator than those that have prompted the largest-ever auto safety recalls worldwide covering more than 42 million U.S. vehicles by 19 automakers with Takata air bag inflators. The new recall covers Honda and Acura automobiles from the 1996 through 2003 model years. Honda said it is aware of one field rupture of an inflator in the new recall campaign — a 2012 crash in Texas that resulted in an injury — and two in junkyards in Japan. The campaign covers 2.4 million U.S. vehicles and 300,000 in Canada, Honda said, adding that it has not determined recall numbers for other countries. Takata issued a new defect notice in November for inflators from four automakers, including Honda. Honda said all three vehicles "potentially were exposed to unusually high amounts of moisture prior to the rupture events." Honda said the recalls cover driver front airbag inflators manufactured with non-azide propellant and said "all inspections and repairs will begin in approximately one year, as replacement parts from alternative suppliers are not yet available." Honda said it "regrets any inconvenience or distress that this situation may cause to our customers as we seek to resolve this situation. Honda believes that the risk of improper airbag deployment in its vehicles remains very low at this time, but we cannot absolutely guarantee the performance of any recalled part." Related Video:

Florida woman says Takata airbag deployment left her paralyzed

A malfunctioning Takata airbag left a Florida woman paralyzed from the neck down following an otherwise minor car accident last year, a lawsuit filed last week alleges. Patricia Mincey says in court documents that, instead of deploying normally, the driver-side airbag in her 2001 Honda Civic deployed with such force that it injured her neck and rendered her a quadriplegic. The lawsuit accuses Takata and Honda of deliberately concealing information about the defect and taking belated action to protect Mincey and other motorists from airbags that may harm them instead of saving their lives. At least five deaths and 139 injuries have been linked to the flawed airbags in Honda vehicles. "There is a systemic failure of these companies to come clean with information they know very early on of problems," Ted Leopold, Mincey's attorney, tells Autoblog. "Instead of doing the right thing, they try to sweep the problems under the rug until there are so many deaths and injuries they're left with no choice. We saw it with General Motors ignition switches, we saw it with the Toyota unintended acceleration cases and now we see it here." Long History Of Takata-Related Recalls Four days after Mincey's accident, Honda recalled her car as part of a 5,394,000-vehicle recall that sought to repair vehicles in which the airbag inflators could rupture. Her accident took place in Jacksonville, Florida, a state in which manufacturers have said high humidity could cause a heightened risk of problems for Takata airbags. She was wearing her seat belt at the time of the crash, according to court documents, and her car was traveling approximately 22 miles per hour. Mincey remains hospitalized in a long-term care and rehabilitation facility near her Florida home, her attorney said. She is seeking compensation in excess of $15,000 for her injuries and punitive damages. Problems with the Takata airbags were discovered as early as 2001, when Isuzu issued the first recall related to high-pressure deployments. But the company continued to manufacture defective airbags, which have subsequently been flagged in dozens of recalls over the past 14 years. Approximately 21 million vehicles have been affected in the United States. Congress conducted hearings on the companies' delayed responses to the safety crisis last year.