In 1993, the National Highway Traffic Safety Administration launched the catchy “Click It or Ticket” campaign to increase seat belt usage by emphasizing the legal consequences of “freeriding” (which is also catchy and I just coined). The campaign was considered largely successful.
In our 21st century, the CDC puts 18-24 year olds as less likely to wear seat belts than older age groups, especially in the backseat. I painfully point out that these youths were likely not cognizant, maybe not even born yet, at the height of “Click It or Ticket.” It may be time for a reboot.
Enter “Buckle Up, Backseat,” a campaign idea to increase seat belt usage in backseat passengers. Tyler Lee, a first-year master’s student studying Strategic Communication, was kind enough to present this proposal to our class today. He described how a strong focus would be on ridesharing vehicles (like Uber, Lyft, or your average taxi) since they are widely used by 18-24 year olds. Tyler and team’s formative research found that attitudes on backseat passenger seat belt usage were notably laxer when in the context of rideshares.
So don’t “freeride” (wink wink, trademark pending), and instead remember to “Click It or Ticket” and “Buckle Up, Backseat.” Catchy phrases have power.