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Evaluation of the buckle up in your truck programs.
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    Final report
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  • Abstract:
    In 2006 and 2007, all four States in NHTSA’s Region 7 (Iowa, Kansas, Missouri, and Nebraska) participated in a

    two-year Buckle Up in Your Truck (BUIYT) program. Each year, this program consisted of a two-week, highvisibility,

    seat belt enforcement effort that preceded the National May Click It or Ticket (CIOT) mobilization. Paid

    media and intensified enforcement were the two key components of the BUIYT programs. The paid media

    focused on young male occupants of pickup trucks while enforcement focused on all unbuckled vehicle occupants.

    Both components were followed by a second paid media and enforcement campaign (CIOT). An average of 5¢ per

    capita was spent on paid media during each phase of the program (BUIYT and CIOT), achieving about 350 gross

    rating points in each of 18 media markets for each week of the program. The citation rate, averaged across the

    States, was 15 to 17 citations per 10,000 populations. Awareness of general messages to buckle up and of ongoing

    enforcement reached high levels of about 80% and 68%, respectively. Awareness of messages to buckle up in

    pickup trucks reached levels of just under 40%. Observed seat belt usage increased in all four States and in all

    vehicle types. Two-year increases in pickup trucks ranged from 3 to 14 percentage points (an average of 8 points).

    These results were similar to those of previous BUIYT efforts, combined with CIOT, in NHTSA Regions 4 and 6.

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