Buckle Up Delaware
The Delaware Office of Highway Safety worked with ab+c to create a multi-faceted campaign promoting the use of seat belts during the day and night.
The proven formula for behavior change in highway safety is to increase the enforcement of a law while simultaneously using media to promote the additional enforcement. When the additional enforcement is not applicable we should use a social norming message like, “Almost everyone wears a seat belt how about you?”
Our primary objectives were to inform Delawareans that there are cops out looking for unbelted motorists day and night. Also, the driver will receive an $83.50 ticket for the failure of anyone in the vehicle to buckle up.