AFFIRM Agency and Wisconsin Department of Transportation Celebrate 20 Years of Advancing Seat Belt Safety
Statewide seat belt usage increased from 73.3% to 92% over the past two decades, helping to save lives on Wisconsin roadways
(Pewaukee, WI) AFFIRM Agency, a leading full-service marketing communications firm proudly marks twenty years of impactful collaboration with the Wisconsin Department of Transportation (WisDOT) in promoting seat belt safety. Through consistent, targeted, strategic marketing campaigns, along with other initiatives like the introduction of a primary seat belt law, Wisconsin’s seat belt usage rates have risen from 73.3% to a peak of 92%, aligning closely with national averages and saving lives on Wisconsin roadways.
AFFIRM’s involvement in WisDOT’s CLICK IT OR TICKET initiative began in 2006 when seat belt usage was lagging in comparison to national averages. Embarking on an intensive, strategic multi-year behavior change strategy for seat belt safety that was part of a multifaceted traffic safety effort, AFFIRM’s early marketing campaigns yielded positive results and increased usage. In 2009, Wisconsin enacted a primary seat belt law, permitting law enforcement to stop drivers solely for not wearing a seat belt. At that time, the state’s seat belt usage was approximately 74%. Recognizing a huge opportunity for increased education and public awareness on the importance of seat belt safety, AFFIRM introduced Green Bay Packers legend Donald Driver as the spokesperson for the “CLICK IT OR TICKET” (CIOT) campaign.
Driver’s involvement enhanced the campaign’s impact by providing a relatable and influential voice for men ages 18-34, the campaign’s primary target audience and the demographic identified through research as the least likely to wear a seat belt. Through television and radio ads, animated videos, online ads, public service announcements, and press events, Driver became a trusted influencer, encouraging Wisconsinites to buckle up every trip, every time. The CLICK IT OR TICKET campaign has reinforced the message that buckling up is a simple yet vital action for safety.
Over the past twenty years, AFFIRM’s behavioral change marketing strategies like the CLICK IT OR TICKET campaign, combined with enforcement and educational strategies aimed at encouraging consistent seat belt use among motorists have been a successful approach.
“We’re incredibly proud to celebrate twenty years of partnership with the Wisconsin Department of Transportation on the CLICK IT OR TICKET campaign,” said Danny Mager, President at AFFIRM Agency. “Together, we’ve helped raise Wisconsin’s seat belt usage from 73.3% to 92%—a powerful reminder that smart, consistent public education can save lives. It’s been an honor to support a campaign that’s made our roads safer for everyone.”
The CLICK IT OR TICKET campaign continues to evolve to employ measurable strategies and keep the message top-of-mind, with interactive components such as the current, popular Driver Safety Quiz, offering participants a chance to win an autographed football by Donald Driver. These initiatives have fostered community engagement and reinforced the importance of seat belt safety across Wisconsin.
AFFIRM Agency remains committed to supporting WisDOT’s mission to enhance road safety through effective communications strategies. The agency’s expertise in social marketing and behavior change campaigns continues to play a crucial role in promoting public health and safety initiatives for all Wisconsinites.
AFFIRM is a full-service marketing communications agency with expertise in social marketing and behavior change campaigns that positively impact public health, transportation, social causes, as well as product marketing and consumer influence. Headquartered in Pewaukee, Wisconsin the agency serves local, regional and national clients in Business-to-Business and Consumer markets. For more information, call 262-650-9900, or visit www.AFFIRMAgency.com.
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