Seems that daytime seat belt use has improved dramatically over the years. But research by the National Highway Traffic Safety Administration shows that nighttime belt use has not seen risen to the same levels.

So they’re back on with their annual Click It or Ticket seat belt enforcement campaign.

We’re always excited when research is actionable and leads strategy – so we’re happy to tell you that the new campaign focuses on nighttime belt use when the odds of being killed in a motor vehicle crash are three times greater.

From their press release:

“Seat belt use among young drivers and occupants is not what it should be, especially at night when the risk of dying in a crash triples,” Administrator Nason said. “Clearly, we need to do more to make people of all ages understand that—whether traveling by car, SUV or truck—a seat belt is the best way to stay alive, day or night.”

Nighttime seat belt use is often much lower than the nationwide average of 82 percent daytime belt use, according to NHTSA research. The consequences of not buckling up are even more tragic among young passenger vehicle occupants. Of the 2,926 16- to 20-year-old passenger vehicle occupants killed in 2006, 68 percent were unrestrained. During the daytime 57 percent of the 16- to 20-year-old occupants killed were not wearing seat belts.

…The campaign is supported by a $7.5 million national and state advertising campaign. Ads produced by NHTSA in English and Spanish will run across a wide range of highly targeted media, including print, radio, and television.

“Wearing your seat belt costs you nothing,” said Nason. “But the cost for not wearing one certainly will. So, don’t risk it with a ticket or worse, your life. Please remember to buckle up day and night.”

Research helps direct marketing strategy. We love it.

And buckle up for safety.