Kentucky Transportation Cabinet
Seat Belt Campaign
Disciplines: Advertising
Objectives:
- Reduce the number of fatalities on Kentucky roadways.
- Lower the incidence of accidents due to lack of seat belt usage.
- Create awareness of new state law which increased the penalty for driving without using a seat belt.
Strategies:
- Created a concentrated campaign during peak summer travel season and during major holidays.
- Targeted historically worst offenders, men 16 – 35 years old.
- Maximized synergies by coordinating campaign with the National Highway Traffic Safety Administration’s “Click It or Ticket” campaign.
- Provided a more positive approach to delivering the message as a counterpoint to the national campaign’s more threatening tone.
Results:
- Traffic deaths associated with lack of seat beat usage decreased by 7.5% in the first year of the campaign.
- Both TV spots were honored by the Telly Awards, an international creative competition.
