May 16, 2005
A two-week state and national "buckle up" advertising blitz warning motorists of increased enforcement efforts heats up today, announced the Michigan Office of Highway Safety Planning (OHSP). The federally funded initiative forewarns of the Memorial Day safety belt enforcement effort, which begins May 23 and runs through June 5.

The advertisements portray a strong and direct enforcement theme. Focus group testing indicated safety belt fines were the best incentive for young men to buckle up, and national research shows motorists do not respond to "soft" messages regarding traffic safety issues. To address these issues, OHSP fine tuned its message for safety belt enforcement efforts, pairing Buckle Up or Pay Up with the well-recognized Click It or Ticket.

"If we can get more people to buckle up we will save lives," said Michael L. Prince, OHSP division director. "This advertising campaign serves as a warning about the upcoming enforcement effort and encourages motorists to save their lives and their money by simply fastening their safety belt."

As with past campaigns, the ads are designed to reach young men, the group least likely to buckle up.

Safety belt use is lowest among 16- to 29-year-olds at 87.6 percent, according to a direct observation survey conducted by the University of Michigan Transportation Research Institute in the fall of 2004. For males in this age group, belt use is only 83.6 percent, compared to 91.6 percent for females in the same age group.

The advertising campaign will employ the use of television, cable and radio spots in the state’s major media markets, including Battle Creek, Detroit, Flint, Grand Rapids, Kalamazoo, Lansing and Saginaw. No state general fund money is being used to support this effort.

Read more news releases from the Michigan State Police.