Evaluation of the May 2007 Click It or Ticket Mobilization

Solomon, Mark G.; Preusser, David F.; Tison, Julie; Chaudhary, Neil K. · 2009 · ROSA P / United States. Department of Transportation. National Highway Traffic Safety Administration

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Summary

This report evaluates the May 2007 "Click It or Ticket" (CIOT) mobilization, a nationwide, high-visibility enforcement campaign aimed at increasing seat belt usage. Conducted by the Preusser Research Group for the National Highway Traffic Safety Administration (NHTSA), the study assesses the program's media expenditures, enforcement intensity, public awareness, and impact on seat belt use rates compared to previous years (2003–2006). The evaluation was motivated by the need to determine if the 2007 mobilization maintained the effectiveness of prior campaigns and to identify trends in enforcement intensity and behavioral change. The methodology involved collecting data on national and state paid media purchases, earned media coverage, and law enforcement activities. Researchers analyzed pre- and post-campaign telephone surveys to measure public awareness and perceptions of enforcement risk. Additionally, the study examined statewide observational seat belt use surveys and data from NHTSA’s Fatality Analysis Reporting System (FARS) to assess changes in compliance and safety outcomes. The campaign structure included two weeks of paid media followed by two weeks of intensified enforcement, with specific targeting of males aged 18–34, teenagers, and nighttime drivers. Key findings indicate a decline in enforcement intensity and media spending compared to peak years. State paid media expenditures dropped from $22.9 million in 2005 to approximately $17.4 million in 2007, while national spending remained steady at roughly $9.7 million. Consequently, the number of seat belt citations issued decreased for the second consecutive year, falling to 672,574 in 2007 from 727,271 in 2005. Despite this, public awareness of the campaign increased significantly, rising from 17% to 51% between pre- and post-campaign surveys. The "Click It or Ticket" slogan recognition reached 79% post-campaign. Seat belt use rates increased in 77% of states, with the national average rising slightly to 82%, matching the 2005 rate but showing smaller year-over-year gains than earlier mobilizations. The report concludes that while the 2007 CIOT mobilization successfully maintained high public awareness and improved seat belt use in most states, the declining enforcement intensity is a concern. The authors note that higher enforcement levels correlate with greater effectiveness and question whether current efforts are sufficient to sustain or further improve belt use rates. The study highlights that while CIOT has established strong brand recognition and behavioral norms, future strategies must address how to re-invigorate enforcement efforts to prevent potential declines in compliance and maximize lives saved.

Key finding

National seat belt use rates remained stable at 82% in 2007 despite a decline in enforcement intensity and media spending compared to previous years.

Methodology

mixed_methods

Provenance

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Topics

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• seat belt use
• public messaging

Information type

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• Applied Guidance: countermeasure evaluation, policy recommendations
• Empirical Findings: observational prevalence