Brothers Urges Truckers to Buckle Up

DALLAS Brothers & Co.’s new educational campaign for the National Highway Traffic Safety Administration promotes safety-belt usage among truck drivers in Arkansas, Louisiana, New Mexico, Oklahoma and Texas.

To support the “Buckle Up in Your Truck” campaign, the Tulsa, Okla., agency broke a 30-second television spot this week in the NHTSA’s five-state Region 6, where a steady decline in safety-belt usage among truck drivers has been reported, the shop said.

Responding to research that indicates safety belts are up to 60 percent effective in preventing deaths, the initiative targets Region 6 truck drivers and their families. The agency said Region 6 was selected for the safety push because of the high number of trucks registered in the area.

Shot near Little Rock, Ark., the spot opens with slow-motion footage of a truck rolling over in a violent crash. As it flips through the air, a voiceover recites a groom’s traditional wedding vows, “To have and to hold from this day forward …” As the truck slides out of the frame, the narrator concludes with, “To love and to cherish ’til death us do part.” Onscreen text then reads: “Pickups are two times more likely to roll over than cars. And without your safety belt, there’s a very good chance … it’s death. Buckle up in your truck.”

The spot will air throughout the month of May. The public awareness initiative also includes radio spots and two PSAs featuring celebrity TV outdoorsman and noted truck drivers Bill Dance and Jackie Bushman.

Brothers began working with the NHTSA last December, based on the shop’s previous campaigns for the Oklahoma Highway Safety Office. Media spending is undisclosed.