The program is being undertaken because teens, historically, have a lower incidence of seat belt use than adults and because motor vehicle crashes are the leading cause of teen deaths.
Now in its third year, the program is being offered to high schools statewide and is an extension of a pilot program conducted in conjunction with the National Highway Traffic Safety Administration during the 2009-10 school years in Bexar, Dallas, Harris, Hidalgo, and Tarrant counties.
During the pilot phase of the program, seat belt use among teens increased by 6.2 percentage points, in the program areas, with most teens stating seeing or hearing about a seat belt campaign at school. In addition to in-school materials, paid TV, radio and online media will air during program time periods.
As part of its annual effort to encourage new teen drivers to buckle up, TxDOT is partnering with more than 750 high schools across the state to talk to teens about how buckling up can save their lives. Materials are provided to each school at no cost and include a number of print and digital elements to promote seat belt use. At the same time, TxDOT will conduct a statewide tour of the dramatic remains of a truck involved in a roll-over crash. The truck is a compelling reminder of how seat belts save lives.
To learn more about the program, visit the Teen Click It or Ticket website www.seatbeltsrock.com.