Idaho?s Click It, Don?t Risk It! Mobilization

The Idaho Transportation Department?s Office of Highway Operations & Safety has dedicated funding from the National Highway Traffic Safety Administration for the ?Click It, Don?t Risk It! mobilization. The purpose of this funding is to reduce the number of serious injuries and deaths from traffic crashes by increasing seat belt use. We encourage you to participate in the upcoming Click It, Don?t Risk It! mobilization.

Paid media begins on May 14 statewide and nationwide. The Idaho media buy will utilize radio, television, and billboards. We also have paid advertising on two Spanish radio stations. There is also a national media buy costing $10 million. Both media buys focus on reaching our target audience of non-belt wearers (18-34 year old males, rural residents, and minorities). Finally, there will be kick-off events scheduled in each region of the state. It would be great if you could help make these events a reality or at least attend the events. I cannot tell you the details of each event yet but I hope to share the info soon.

The special enforcement period is May 21 ? June 3. Some law enforcement agencies are expanding seat belt enforcement to nighttime enforcement as well this year. This is because 72% of the people killed in nighttime traffic crashes are unbelted. While we may have fewer seat belt citations ?awarded?, we hope they will be reaching the people that need them most.

Idaho?s official seat belt survey will be conducted immediately following the May Mobilization. This is the official measure of belt use. We hope that we can sustain nearly 80% seat belt use despite the reduction in funding.

Future statewide mobilizations that focus on aggressive driving and impaired driving are scheduled throughout the summer. So you will see a lot of extra enforcement during these months. We target these months because Idaho tends to have more traffic fatalities during these months.

We thank all law enforcement agencies around the state for enforcing this very important life-saving law and would value your agency?s involvement in this meaningful endeavor. There is no more important work than we can do than to protect lives and keep families whole. For more information on how to participate in the Click It, Don?t Risk It! mobilization, please contact Mary Hunter at (208) 334-8112, or mary.hunter@itd.idaho.gov.