National Seat-Belt Campaign Debuts

WASHINGTON, D.C. The National Highway Traffic Safety Administration, part of the Department of Transportation, on Monday launches a $25 million seat-belt safety awareness campaign.

The TV and radio effort from Omnicom’s Washington-based GMMB (formerly Greer Margolis Mitchell & Burns) features drivers without seat belts crashing through windshields when struck by other vehicles. The work also shows drivers receiving tickets from law enforcement officials.

The tagline “Click it or ticket,” closes each spot.

The campaign targets new drivers, males 18 to 34 and Hispanics. Only 69 percent of new drivers wear seat belts, according to NHTSA statistics. Spots will air on NBC’s Fear Factor and Fox’s American Idol and other shows.