In 2017, unbuckled deaths accounted for half of the 383 total passenger vehicle fatalities in Colorado. The Colorado Department of Transportation (CDOT) estimates that in 2018, one in every 33 Colorado drivers will be in a crash. CDOT’s Click It or Ticket seat belt safety campaign has been through several transformations to reach Colorado drivers and passengers in years past, but data shows that the messages haven’t resonated as well as CDOT hoped and unbuckled fatalities are up 14 percent since 2014, with seat belt use dropping from 84 percent in 2016 to 83.8 percent in 2017.
YOUR STORIES, YOUR REASONS. How do you change the behavior of the more than 16 percent of Coloradans that neglect their seat belts? In 2018, CIG took a new, creative approach to deliver CDOT’s seat belt safety message that aimed to resonate with audiences on a more emotional level. We interviewed eight people across the state to understand their stories and the emotions behind why they choose to buckle up. We wanted to give a voice to people that ordinary Coloradans look up to or can relate to — respected figures, guardians, protectors and heroes in their own right. From Gina Otero, a mother of two daughters in Parker, to Sergeant First Class U.S. Army veteran Bobby Jones in Colorado Springs, the interviewees were authentic in sharing their personal reasons for buckling up.
With a limited budget and just three months to deliver, CIG executed 10 video ads (eight in English, two in Spanish) to create a powerful, personal campaign that shared real Coloradan’s reasons for buckling up. The creative video ads we used on YouTube, gas stations TVs and Facebook. CIG developed additional content for radio ads and to support CDOT’s partnership with Colorado high schools that featured campaign messaging on school events tickets.