Evaluation of the May 2005 Click It or Ticket Mobilization to Increase Seat Belt Use

Solomon, M. G. (Mark Geoffrey); Gilbert, Stephanie H.; Nichols, James L.; Chaffe, Robert H. B.; Chaudhary, Neil K. · 2007 · ROSA P / United States. Department of Transportation. National Highway Traffic Safety Administration

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Summary

This report evaluates the effectiveness of the May 2005 "Click It or Ticket" (CIOT) mobilization, a nationwide Selective Traffic Enforcement Program (STEP) designed to increase seat belt usage through coordinated publicity and enforcement. The study was motivated by the need to assess the impact of this unprecedented campaign, which involved approximately $33 million in paid media and widespread law enforcement participation. The objective was to measure changes in seat belt use rates and evaluate specific regional demonstration programs aimed at rural populations and pickup truck occupants. The evaluation methodology combined program process data, statewide observational surveys of seat belt use, awareness surveys, and analysis of the Fatality Analysis Reporting System (FARS). The May 2005 mobilization featured a two-week enforcement blitz (May 23–June 5) supported by intensive paid media, primarily television and radio advertisements targeting men aged 18–34. Law enforcement agencies across the nation reported issuing over 727,000 seat belt citations. The study also examined three regional demonstration programs: a rural belt use program in the Great Lakes Region, and "Buckle Up in Your Truck" campaigns in the Southeast and South Central Regions, which targeted specific demographics with additional media and enforcement efforts preceding the national mobilization. The results indicated a national increase in seat belt use, rising two percentage points to 82% in 2005 compared to 2004. Observational data showed that 35 of 47 states and territories experienced increased seat belt use among front-seat occupants. States with primary seat belt laws issued citations at more than twice the rate of those with secondary laws. Analysis of FARS data revealed a statistically significant increase in the proportion of belted occupants among fatalities following the CIOT campaigns. Specifically, ARIMA modeling estimated a 3.5-percentage point increase in belted fatal occupants after the 2003 campaign and a 0.8-percentage point increase attributable to the 2005 mobilization. Regional findings showed that the Great Lakes rural demonstration program, which included an additional week of enforcement, successfully improved belt use in rural areas. Conversely, the pickup truck-focused campaigns in the Southeast and South Central Regions were less successful, with awareness surveys showing significant increases in message exposure for cars but not for trucks. The study concludes that the CIOT mobilization effectively increased seat belt use and awareness of enforcement efforts. The findings suggest that combining paid media with visible enforcement is critical for success, and that extending enforcement duration can enhance impact in specific target populations, such as rural drivers. However, targeting specific vehicle types like pickup trucks proved more challenging. The report recommends that NHTSA continue to test variations of the STEP model, particularly regarding timing and targeting, while ensuring the full implementation of both enforcement and enforcement-centered media to maximize compliance.

Key finding

The national seat belt use rate increased by two percentage points to 82% in 2005, and fatality data analysis showed a significant rise in the proportion of belted occupants following the campaign.

Methodology

mixed_methods

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
• child passenger safety

Information type

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