GHSA and ride-hailing company Uber collaborate on "Make It Click," a seat belt awareness campaign encouraging backseat belt use. The campaign, launched in 2018, is rooted in data finding that backseat passengers are three times more likely to be killed in a crash if unbuckled, and that in 2016, more than half of backseat passengers fatally-injured in a crash would likely have survived had they buckled up.
With this in mind, Make It Click provides resources to states to encourage people to buckle up in every seat on every trip, particularly focusing on ride-hailing trips.
In May 2019, GHSA and Uber launched a reinvigorated Make It Click campaign, providing states with refreshed infographics, suggested social media content and an updated news release. Focusing on extending Make It Click into a sustained, year-long campaign, states will continue to share messages throughout the year and find innovative ways to collaborate with Uber at the local level to reinforce rear seat belt use. Throughout the year, Uber will explore a variety of methods, including in-vehicle reminders, to message passengers about the importance of buckling up in back.
Learn more about the 2019 campaign here.
In its first year, at least nine states shared Make It Click materials, which included sample social media, graphics and a customizable news release. State activity included:
- Social media campaigns run by State Highway Safety Offices (SHSOs) in Colorado, Massachusetts, Nebraska, Tennessee and Virginia;
- Radio news coverage by the Florida, Michigan and West Virginia SHSOs; and
- A news conference held by the Georgia Governor's Office of Highway Safety.
State efforts ran during the month of May, in conjunction with NHTSA's annual "Click It or Ticket" high visibility law enforcement and communications period.
Additionally, Uber published a blog post, "Make It Click: Every seat. Every ride," detailing the campaign goals and surrounding data. The post was shared with Uber drivers across the country, encouraging them to make sure all passengers buckled up before the ride began.
Uber and GHSA will launch a second year of the Make It Click campaign in May 2019, producing refreshed materials to help states convey the latest data to urge riders to buckle up no matter the seat or vehicle.