Strap Yourself Down

People like you wear their seatbelts. You should too.

Public Health

Public Sector

The gap

Most people wear their seatbelts. But there’s one group who does so far less than everyone else: men who drive pickup trucks.

The research

While the numbers are low, most truck drivers do wear their seatbelts. But those who don’t think they’re the norm.

Banner showing a pickup truck with a seatbelt illustration and text: “STRAP YOURSELF DOWN. WEAR YOUR SEAT BELT.” MassDOT logo shown in the bottom right corner.

The strategy

People like you wear their seatbelts. You should too.

The creative

Strap yourself down.

The results

18,355,840 media impressions

Massachusetts seat belt use increased to 86% in 2025