A new campaign to remind young men to CLICK their seat belts, in a bid to shift attitudes and save lives on roads, has been launched this week. Every week, 4 young people aged 17 to 29 years old are either killed or seriously injured on Britain’s 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 Guy Opperman has 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 £1.2million 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. 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.
What it needs is a TV celebrity to do a Clunk Click every trip advertising campaign
1971, Jimmy Saville
Wasting money on ignorant, arrogant, nobody tells me what to do young men will not make the slightest difference.
Shall we spoon feed them as well.
Its the LAW for goodness sake.
It’s law to wear a seat belt whilst in a vehicle so why the need for campaign.
How about making sure motorists do not drive whilst using their
Mobile phones.