Uber and the Governors Highway Safety Association (GHSA) have teamed up on a nationwide safety campaign that urges back-seat passengers to buckle up.
The Make it Click campaign will rely on social marketing through blogs and digital channels, government collaborations, as well as in-vehicle reminders to get passengers to use their seatbelts. It began earlier this week but is expected to run heavily through June 2, and efforts will be sustained throughout the year.
“Our goal is to build on last year’s momentum and continue to do our part to promote a safer behavior when out on the road,” Dr. Nadia Anderson, Uber’s Global Head of Road Safety Policy, said. “We want to contribute to a cultural shift when it comes to road safety – where people look out for each other and practice safer behaviors, like rear seat belt use. We’re thrilled to continue working with GHSA and the states on this valuable partnership, and look forward to keeping up the momentum on this very important topic.”
Research from the National Highway Traffic Safety Administration (NHTSA) shows that nearly half of killed back seat passengers that were at least eight years old and without a fastened seat belt would likely have survived if they had used those seat belts. This fact has been incorporated into campaign research, but GHSA has also conducted new research on back seat belt use.
“We’re excited to continue working with Uber to bring attention to this issue,” GHSA Executive Director Jonathan Adkins said. “An Insurance Institute for Highway Safety survey revealed that just 72 percent of people buckle up in back. That number drops to just 57 percent when in hired vehicles. ‘Make it Click’ offers a unique opportunity to remind millions of riders and drivers the importance of buckling up regardless of the vehicle or seat.”