Beware of the Beltless

Beware of the Beltless

Because Colorado is one of few states without a primary seatbelt law in place, it experiences a disproportionate number of seatbelt-related deaths per year. One common misconception contributing to this high rate of fatality is that a seatbelt only protects the person wearing it. We wanted to relate the horrifying consequences of how an unbelted occupant can become a deadly projectile in a car crash. Starting in 2015, the Beware of the Beltless campaign started with awareness tactics like broadcast and preroll PSAs, outdoor and transit. As awareness of our message increased, we have moved along the behavior change continuum to more engagement tactics featuring several shocking ambient pieces and experiential stunts to get our audience to change their behavior.

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