The Click It or Ticket Evaluation, 2013 [Traffic Safety Facts]

Nichols, James L.; Chaffe, Robert H. B.; Solomon, Mark G.; Tison, Julie · 2016 · ROSA P / United States. Department of Transportation. National Highway Traffic Safety Administration

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Summary

This research note evaluates the 2013 "Click It or Ticket" (CIOT) high-visibility enforcement mobilization, a national campaign designed to increase seat belt usage through coordinated publicity and law enforcement efforts. The program, conducted annually since 2003, aims to reduce traffic fatalities by targeting unrestrained drivers, particularly males aged 18 to 34, who are disproportionately represented in crash deaths. The 2013 mobilization involved 48 states, the District of Columbia, and several U.S. territories, with the goal of increasing public awareness of enforcement and perceived risk of citation. The evaluation analyzed three primary data sources: enforcement activity records, media expenditure data, and a nationally representative telephone survey. Approximately $19 million was spent on paid media, with television accounting for 61% of the budget, followed by radio (16%) and internet (23%). More than 9,600 law enforcement agencies participated, issuing nearly 375,000 seat belt citations during the two-week period. This equated to 12 citations per 10,000 residents, a decrease from previous years and roughly half the peak rate observed in 2005. The survey sampled 2,945 respondents before and after the mobilization, with an oversample of 588 males aged 18–34 to assess impact on the target demographic. Survey results indicated statistically significant increases in awareness among the total sample. Recognition of the CIOT slogan rose by 6 points, and awareness of special seat belt enforcement increased by 10 points. Respondents reported significantly higher exposure to messages via television and personal observation. However, the target group of young males showed no statistically significant changes in slogan recognition or awareness of enforcement sources, likely due to smaller sample sizes. Perceived risk of receiving a ticket increased significantly for the total sample (from 35% to 40%) but not for the target group. Observed daytime seat belt use reached 87% in 2013, statistically unchanged from 2012, though it had risen from 79% in 2003. The study concludes that while the CIOT program successfully maintained high levels of public awareness and slogan recognition, the immediate impact on the target demographic’s awareness and perceived risk was limited. Despite stable observed usage rates, the broader context shows a long-term increase in belt use since the program’s inception. In 2013, seat belts saved an estimated 12,584 lives, with potential to save 2,800 more if universal compliance were achieved. The findings suggest that while the campaign remains effective at sustaining general public awareness, the declining citation rates and plateauing awareness gains among specific demographics may indicate diminishing returns or saturation in the current enforcement strategy.

Key finding

The 2013 mobilization resulted in statistically significant increases in slogan recognition, awareness of enforcement efforts, and perceived ticket risk among the general public, while observed daytime seat belt use remained stable at 87 percent.

Methodology

survey

Sample size: 2945

Provenance

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Summary generated by qwen3.6-27b-prismaquant on 2026-06-10; verification: verified.

Topics

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• seat belt use
• public messaging

Information type

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• Applied Guidance: countermeasure evaluation
• Empirical Findings: observational prevalence