CDOT | Beware of the Beltless

Awareness Campaign

We were tasked with a behavior change and awareness campaign by CDOT to focus on one truth, “You are 40% more likely to be hurt or killed in an accident if an occupant is not buckled”. This campaign isn’t about getting everyone to buckle up, it’s about getting everyone around you to buckle up. The campaign included naming, brand identity, ambient, broadcast, and OOH.

Results
Seat belt usage improved by 2.5% in 2018 after three years of decline—the first improvement since 2015. Media Coverage Fox 31 | CBS | UPI | Reporter-Herald

Check out the campaign the following year with a different spin.