Traffic safety regulators say seat belt use has declined in rural areas of the country, a development they’re targeting in a new ad campaign.

According to National Highway Traffic Safety Administration data, more passenger vehicle occupants killed in traffic accidents in rural areas were unbelted compared to those in urban areas, 58% versus 56%.

Though seat belt use has increased over the years, more than 11,000 passenger vehicle occupants killed in 2022 weren’t wearing seat belts at the time of the crashes, and 57% of that number were in nighttime accidents, the federal transportation department agency says.

Traffic fatalities of unbelted occupants were higher in the 18- to 34-year-old population, 63% of whom weren’t wearing seat belts in nighttime accidents. Failing to wear seat belts was even more pronounced for males in that age range: 66% compared to 57% of females.

A new “Click It Or Ticket” TV ad aimed at rural markets shows a young grandson jumping in his pickup when his grandfather calls to tell him lunch is ready. Distracted on the way over to his grandfather’s house, he loses control of the truck and crashes, the pickup rolling onto its roof. An officer who reports to the scene tells a colleague grimly, “No seat belt.” Meanwhile, the grandfather, yet unaware of what happened, sits alone in worry.

The campaign, which starts May 20, also includes radio, digital and social media ads in English and Spanish that continue through June 2. The agency says state and local law enforcement will also increase enforcement of seat belt laws during that period.

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