Ohio Department of Transportation

Tackling Ohioans Resistance to Seat Belts

Challenge

In 2022, Ohio’s observed seat belt usage rate plummeted to approximately 81%, which was an 18-year low placing the state 10th lowest nationwide. Our research showed that while state leaders aimed to build backing for a primary seat belt law, public sentiment stood in the way:

37%

of Ohioans felt wearing a seat belt
should be a personal choice

41%

believed law enforcement resources shouldn’t
be diverted to enforce seat belt laws.

61%

Resistance was highest among younger men, less educated men, fathers,
minorities, motorcyclists, truck drivers, and unvaccinated drivers.

Our objective was to increase seat belt use, change attitudes by building community support for seat belt usage, and build underlying acceptance for a primary seat belt law without explicitly pushing legislation in the ads.

Solution

Our strategy was to shift the conversation from personal liberty to collective accountability. Reframe non-usage as a selfish choice that endangers loved ones in the vehicle.

Ohio seat belt campaign video featuring a helmeted passenger.

Increase in seat
belt compliance.

Buckle up. Every seat, every trip. Ohio seat belt campaign.

Don’t let them take the hit. Buckle up. Every seat, every trip.

Ohio seat belt campaign poster on a public entrance.

Buckle up. Every seat, every trip. Campaign display at a gas pump.