The National Highway Traffic Safety Administration on Monday launched its “Click It or Ticket” (CIOT) campaign to encourage all drivers and passengers to wear seat belts. It runs through June 1. Men ages 18 to 34 are the primary target of the campaign, as research shows they are the least likely to wear seat belts, NHTSA writes. CIOT reports that enforcement officers are encouraged to place a special emphasis on the hours between 6 p.m. and 6 a.m., as there is a greater number of violations and fatal car accidents during that time.
The campaign, launched every year during Memorial Day weekend, is supported by national and local advertising, which this year runs from May 12 to May 26. To reach the young male demographic, ads will run on such cable networks as ESPN, Comedy Central, and MTV2, and on the broadcast network Fox, NHTSA writes in a press release. The ads will also run on the broadcast networks Univision and Unimas and the cable network Galavision to reach Spanish speakers, the release says.
In addition, ads will run on the radio airwaves and, for those who prefer watching TV shows online, on Hulu and Viacom sites such as TheDailyShow.com and ColbertNation.com. Ads will also reach out to the target audience via portals, video networks, and gaming consoles such as Xbox Live, the release says.
As Thomas Hendrick writes for Fox31 Denver, Colorado law enforcement agencies will be part of the Click It or Ticket campaign. A Colorado State Patrol spokesman told Hendrick that more than half of the 327 people killed in car accidents in Colorado last year were not wearing their seat belts (and nearly half of those were alcohol-related). Those figures do not include pedestrians or motorcyclists.
In Colorado, the segment of the driving population that is least likely to wear seat belts behind the wheel are men who drive pickup trucks, and authorities are placing a special emphasis on them, Hendrick writes. Pickup-driving men comprised 68% of the road deaths of those who were not wearing seat belts, he writes. The article features a CDOT infographic.
Hendrick quotes Col. Scott Hernandez, chief of the Colorado State Patrol:
‘Memorial Day weekend kicks off the summer vacation season, and we expect high numbers of people traveling our roadways…. We want to ensure that everyone gets to their destination safely, and if that means we have to ticket them for not wearing a seat belt, we are more than willing to do so.’
In California, the Highway Patrol released a hip-hop song to promote safe driving habits, according to an article appearing on ktvu.com. The focus of the song, titled “Click-It or Ticket,” is the promotion of seat belt use, but it also addresses other road-safety issues, such as texting while driving and impaired driving, ktvu.com writes.
Here is a video ad from the CIOT campaign: