The objective of this report was to document the results of the “Click It or Ticket” 2008 campaign in Kentucky. The campaign involved a combination of earned media, paid media, and enforcement. The earned media started about three weeks prior to Memorial Day 2008 and continued through the enforcement period. The paid media campaign was for the two weeks prior to Memorial Day while the enforcement period was a two-week period including the week before and the week of Memorial Day.
The evaluation of the campaign included documenting the activities associated with the program (publicity and enforcement) and evaluating the results. The evaluation also involved conducting observations of safety belt usage at a sample of locations across the state, conducting telephone surveys before and after the campaign, and comparing the number of fatal and injury crashes during the enforcement period with previous years.
Safety belt usage was obtained at a mini-sample set of 21 locations across the state (compared to 200 sites for a full statewide survey). Usage for all vehicles at the 21 sites increased from 74.6 percent for the baseline period (April 2008) to 75.7 percent during the 2008 enforcement campaign (May 19-June 1, 2008).
Enforcement was conducted by both state and local police through saturated enforcement and checkpoints. A total of 20,538 safety belt citations and 484 child restraint citations were given during the two-week enforcement period around Memorial Day in 2008. This compares to 22,846 safety belt citations in 2007.
The telephone survey showed that drivers had heard publicity about the campaign (most often on television) with an increase in the perceived likelihood of receiving a ticket for not wearing a seat belt. The most common slogans drivers had heard were “Click it or Ticket.” or “Buckle up Kentucky. It’s the Law and it’s Enforced.”
The numbers of total, fatal, and injury crashes (as well as the number of fatalities and injuries) in 2008 were lower than the average of the previous three years.
The observational surveys showed that the publicity and associated enforcement of the primary enforcement law did result in an increase in usage.
Digital Object Identifier
Agent, Kenneth R.; Green, Eric R.; and Langley, Ronald E., "Evaluation of Kentucky’s “Click It or Ticket” 2008 Campaign" (2008). Kentucky Transportation Center Research Report. 82.