for whatever lies ahead, we buckle
Client: ACT Missouri
Client type: Non-profit organization
Services: Survey development, data collection, training, technical assistance
Focus Audience: Young adults in central Missouri
Focus Issue: Occupant protection
Spirit
Young male pick-up truck drivers are involved in an outsized percentage of fatal crashes on Missouri’s roads. ACT Missouri wanted to try a new approach to promoting seat belt use among this group, to help them keep themselves and each other safe.
Science
The Montana Institute partnered with Dr. Jason Kilmer and other colleagues at the University of Washington to develop a Positive Community Norms survey to measure protective behaviors and attitudes about seatbelt use among young adults ages 18-25 in 18 central Missouri counties. The survey uncovered strong norms around seat belt use, including:
83% of central Missouri young adults (18-25) always wear a seatbelt when they are driving.
88% of central Missouri young adults (18-25) always wear their seatbelt when they are driving with others in the vehicle.
Action
This strong norm became the centerpiece of the We Buckle campaign, which focused on the strengths, local knowledge, and expertise of the focus audience. The We Buckle campaign acknowledges that while drivers have no control over most things on the road, (other drivers, the weather, animals, etc.) they have total control over their actions and choices. The media, developed by our colleagues at Bucket Agency, captured an authentic, rural, and poignant vibe, and went out at high dosage to young adult men in 18 central Missouri counties.
Return
The long-term goal of this project is to use PCN to improve safe driving practices of young adult male pick-up truck drivers. But the messages are already having a strong positive impact: the Missouri Department of Transportation has re-envisioned its Click Or Ticket campaign to include the We Buckle norm — a major shift in tone from more traditional risk and consequence based seat belt messaging.