THINK! Launches CLICK, the first new seatbelt campaign for 13
years
Aimed at young men, it will highlight how a simple ‘click’ can
save lives
Partners include various County Football Associations who will
promote belting up on matchdays
A new campaign to remind young men to CLICK their seat belt in a
bid to shift attitudes and save lives on roads across England and
Wales has launched today.
Every week, four young people aged 17 to 29-years-old are either
killed or seriously injured on our roads when not wearing a seat
belt, with young men more likely to not wear one, especially on
short or well-known journeys.
In 2022, 30% of fatalities among 17 to 29-year-olds were
unbelted.
To help combat this, alongside targeted advertising on road-side
posters, radio and social media, CLICK will collaborate with
several partners, including various County Football Associations
and local clubs to promote ‘belting up’ when travelling to
matchdays to keep themselves and their teammates safe.
Taxi and private hire vehicle companies, including Uber, are also
supporting the campaign, and looking to introduce direct
reminders to passengers to wear their seat belt when making
journeys in cabs.
Roads Minister said:
“We know how important wearing a seatbelt is, reducing the risk
of death for drivers in a collision by 50%.
“This campaign is part of the Government’s plan to make our roads
even safer and aims to make clicking in a seatbelt second nature
to young men who currently run the highest risk of death or
serious injury – reminding them that a simple CLICK can save
lives.”
Backed by £1.2m of advertising spend, this campaign - the first
seatbelt specific campaign since 2011 - pulls on relatable,
personal moments between friends to drive home the consequences
of not wearing a seat belt. It acts as a reminder that something
as simple as clicking your seat belt could save your life and
that of your friends.
RAC road safety spokesman Rod Dennis said:
“To most people it’s second nature to wear a seatbelt, but every
time someone forgets to click theirs into place, they’re putting
themselves and other passengers at risk.
“Young male drivers are much more likely to be seriously injured
or killed than any other age group because they haven’t buckled
up. For this reason, we’re in full support of THINK!’s ‘Click’
campaign urging all car occupants to wear their belts in transit,
but especially young male audiences for whom this message could
literally save lives.”
The campaign will also serve as a reminder of the importance of
wearing a seat belt when travelling on a minibus, bus or coach,
with drivers expected to clearly sign point rules and individual
responsibilities when it comes to belting up, and with passengers
over 14 expected to take responsibility for themselves, and
ensure they are buckled up.
Notes to editors
The new ‘Click’ campaign is backed by £1.2m of DfT advertising
spend.
The Department for Transport’s THINK! campaign aims to reduce the
number of people killed and seriously injured on the roads in
England and Wales by changing attitudes and behaviours among
those at most risk. The primary audience for THINK! campaign is
young men aged 17-24, who are four times more likely to be killed
or seriously injured on the road than drivers aged 25 and over.
THINK! aims to encourage behaviour change through championing
positive behaviour, building peer confidence and influence and
nudging our audience through ‘in the moment’
interventions.
For children under the age of 14, the driver is responsible for
making sure they wear a seat belt. For children up to the age of
12, an appropriate child restraint must be used.
In minibuses, buses, and coaches, passengers aged 14 years and
over must use a seat belt if one is available and are personally
responsible for doing so. Bus and coach operators must provide
either signs or announcements to remind passengers that they must
wear a seat belt, where one is available
