New Campaign Promotes Rear Belt Use in Ride-Share Vehicles
Uber and GHSA team up to keep back seat passengers safe
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WASHINGTON, D.C. – As the summer travel season kicks off, Uber and the Governors Highway Safety Association (GHSA) are pleased to announce a reinvigorated and refreshed “Make it Click: Every seat. Every ride” national effort encouraging ride-share customers, and all back-seat vehicle passengers, to always buckle up.
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The campaign provides state Highway Safety Offices (SHSOs) and their partners materials to encourage passengers and drivers to buckle up during every trip, in every seating position. The latest data from the National Highway Traffic Safety Administration (NHTSA) indicates nearly half of unrestrained rear seat occupants age eight and older killed in motor vehicle crashes in 2017 would have likely survived if they had buckled up.
“We’re excited to continue working with Uber to bring attention to this issue,” GHSA Executive Director Jonathan Adkins said. “An Insurance Institute for Highway Safety survey revealed that just 72 percent of people buckle up in back. That number drops to just 57 percent when in hired vehicles. ‘Make it Click’ offers a unique opportunity to remind millions of riders and drivers the importance of buckling up regardless of the vehicle or seat.”
Through the partnership, Uber will conduct local activations in collaboration with states, promote the initiative through its blog and other digital channels, and develop a model playbook for other states to emulate. Throughout 2019, the company will explore a variety of methods, including in-vehicle reminders to passengers about buckling up in back. The campaign launch is timed to coincide with the national “Click It or Ticket” enforcement period, May 20 - June 2, but activities will extend into a sustained campaign with cadence throughout the year.
“Our goal is to build on last year’s momentum and continue to do our part to promote a safer behavior when out on the road,” said Dr. Nadia Anderson, Uber’s Global Head of Road Safety Policy. “We want to contribute to a cultural shift when it comes to road safety – where people look out for each other and practice safer behaviors, like rear seat belt use. We’re thrilled to continue working with GHSA and the states on this valuable partnership, and look forward to keeping up the momentum on this very important topic.”
Campaign materials will assist states’ media and public outreach efforts on occupant protection, with messages highlighting key statistics around backseat belt use, such as the fact that passengers in the rear seat are three times more likely to die in a crash if they are not wearing their seat belt.
In addition to this public outreach and awareness effort, GHSA is currently conducting new research on the issue of back seat belt use, to be released later this year.
