May 14, 2007

The first wave of the Buckle Up or Pay Up, Click It or Ticket mobilization starts today when motorists in Michigan and across the country are being put on alert that stepped up safety belt enforcement is a week away. The two-week national Click It or Ticket advertising blitz warns motorists of increased enforcement - both day and night.

When advertising begins, safety belt enforcement zones are not far behind.

The federally funded initiative by the National Highway Traffic Safety Administration forewarns of the annual Memorial Day safety belt enforcement effort, which begins May 21 and runs through June 3.

The advertisements, one geared for young men ages 18-34 and a second aimed at teens ages 15-17, will run May 14 - 28. The national buy will employ cable, television and radio in the state's major media markets, as well as video game and internet advertising in an effort to reach these two segments.

"Strong advertising followed by highly visible enforcement has been very successful nationally and in Michigan," said Michael L. Prince, Michigan Office of Highway Safety Planning director. "Increased belt use has helped reduce traffic deaths and prevent serious injuries in our state."

In 2005, 6 percent of motor vehicle fatalities in the United States were teens ages 15-17, while men ages 18-34 accounted for 28 percent of deaths. Of those fatalities, 56 percent of teens were unbuckled, while nearly 33 percent of men were unrestrained.

In Michigan, where overall safety belt use reached 94.3 percent in 2006, use among 16- to 29-year-old males falls to 91.7 percent, according to a direct observation survey conducted by the Wayne State University Transportation Research Group in the fall of 2006.

The advertising buy is being supported through federal traffic safety dollars. No state or general fund monies are being used.

Read more news releases from the Michigan State Police.