CLICK is the sound

Theme: Seat belts

CLICK is the sound

Wearing a seat belt reduces the risk of death for drivers by 50% yet 4 unbelted young people were killed or seriously injured every week in 2022.

In 2022, 30% of car occupant fatalities among 17- to 29-year-olds were not wearing seat belts. Young men are more likely to be inconsistent wearers of seat belts, with research highlighting a particular issue on short and familiar journeys at night. To help tackle this, THINK! is launching a new seat belts campaign to encourage young men to wear their seat belts, whatever the journey, whether they’re a driver or a passenger. The ‘CLICK’ campaign aims to shift attitudes and behaviours around seat belt wearing by using an audible and visual reminder that something as simple as ‘clicking’ your seat belt save your life, and the lives of your friends.

The campaign speaks to male drivers aged 17-24 and is backed by extensive research into the motivational levers that apply to young men. ‘CLICK leverages the power of social consequences and relatable scenarios to show what young friends risk missing out on if they don’t belt up.

‘CLICK’ will run across social, radio, digital audio, digital display, and contextually relevant out of home (OOH) sites for 6 weeks from March to April 2024. We are also launching a new filler radio advert for public broadcasting via Cabinet Office.

If you’re a partner willing to support this campaign, select ‘Get this’ below to download the assets. Assets are free for our road safety partners to use for educational purposes, however if you would like to use the templates for paid or commercial opportunities, this may involve additional usage costs – please fill out a usage request form to help us determine this.

Seat belts

The facts

  • In a crash, you’re twice as likely to die if you don’t wear a seat belt.
  • Drivers and passengers aged 17-34 have the lowest seat belt-wearing rates, combined with the highest accident rate.
  • People are less likely to use seat belts on short or familiar journeys – putting them at serious risk of injury in a crash.

The law

  • Drivers and passengers who fail to wear seat belts in the front and back of vehicles are breaking the law.
  • For those aged 14 and over, failure to wear a seat belt could result in an on-the-spot fine of £100. If prosecuted, the maximum fine is £500.
  • As a passenger in taxis and private hire vehicles, you are required by law to wear seat belt where one is provided.
  • The safest way for children to travel in cars is in an appropriate car seat. If the correct child car seat is not available, children can ride in taxis and private hire vehicles, but only on a rear seat. Children under three can sit in the back without a seat belt, while those three and older must wear one.
  • In minibuses, buses, and coaches, passengers aged 14 years and over must use a seat belt if one is available and are personally responsible for doing so. Bus and coach operators must provide either signs or announcements to remind passengers that they must wear a seat belt, where one is available.

Read more

  • Download our Seat belts and Child Restraints leaflet for more information on the fitting and wearing of seat belts, child car seats and information on the fitting and wearing of child restraints.
  • Additional sources of information include:

Emoji Social Content

We created a series of social assets which used emojis to raises awareness of the dangers of drink driving, drug driving, not wearing a seat belt and using a mobile phone when driving. These were posted organically across THINK! social channels