Wisconsin now has a nearly 90% seat belt usage rate. Unfortunately, the 10% of drivers still not buckling up tend to be young men between the ages of 18-34. Research shows that these guys don’t respond well to heavy-handed enforcement messages, but they do listen when it’s a peer or someone they respect delivering the news. Enter Green Bay football legend and Dancing with the Stars champion Donald Driver! Driver has been the WI Dept. of Transportation’s seat belt safety spokesperson for 10 years and in that time, usage in the state has increased by more than 15%. Check out some of the creative messaging we produced that helped “drive” this positive change.