Improving seatbelt usage is a goal of many states. However, because Colorado is one of few states without a primary seatbelt law in place, it experiences a disproportionate number of seat belt-related deaths per year.
One common misconception contributing to the high rate of fatality is that a seatbelt only protects the person wearing it. In fact, you are 40% more likely to be hurt or killed in a crash if you have an unbuckled passenger in your car. Armed with this knowledge, we instead targeted those who already buckle up and urged them to spread the word when they have passengers in their car.
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.
Seat belt usage improved by 2.5% last year. We’re just going to leave that right there.