THINK! Launches ‘CLICK’ Campaign to Promote Seatbelt Use Among Young Men

In an effort to address the concerning trend of seatbelt non-compliance among young men, THINK! has rolled out a new campaign aptly named ‘CLICK’.  The first new seat belt campaign for 13 years.  This initiative has rolled out across England and Wales, and seeks to instill the habit of seatbelt use for every journey, regardless of distance or familiarity with the route.

Wearing a seat belt reduces the risk of death for drivers by 50% yet 4 unbelted young people were killed or seriously injured every week in 2022.

Startling Statistics

Statistics reveal that in 2022, 30% of car occupant fatalities within the 17-29 age bracket were not wearing seatbelts. This demographic is particularly prone to skipping the seatbelt on short or familiar drives, especially at night, which significantly increases their risk of severe injury or death in the event of a crash.

Roads Minister, Guy Opperman, said “We know how important wearing a seat belt is, reducing the risk of death for drivers in a collision by 50%.”

The Campaign

The ‘CLICK’ campaign aims to shift attitudes and behaviours around seat belt wearing by using an audible and visual reminder that something as simple as ‘clicking’ your seat belt can save your life, and the lives of your friends.

Running for six weeks from March to April 2024, ‘CLICK’ will be disseminated across various channels, including social media, radio, digital audio, digital display, and strategically placed out-of-home sites. The campaign’s core message, “CLICK is the sound of saving lives,” encapsulates its life-preserving ethos.

Seatbelt Law

The law is clear: drivers and passengers who neglect to wear seatbelts are not only risking their lives but also breaking the law. Offenders over the age of 14 face an on-the-spot fine of £100, which can escalate to £500 if prosecuted.

“This campaign is part of the government’s plan to make our roads even safer and aims to make clicking in a seat belt 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”. Guy Opperman