Traffic at a standstill on Interstate 80, (Brian Neben, Central Nebraska Today)

NEBRASKA — The Nebraska Department of Transportation (NDOT) announced the launch of a new community-driven public safety initiative in York, Saline and Douglas counties.

The initiative is aimed at boosting seat belt use among one of the hardest-to-reach demographics: male pickup truck drivers, aged 18-55 years.

The new campaign flips the script on traditional public service messaging by having community members take the creative lead on the message, design and media.

“This campaign highlights the genuineness of Nebraskans. It’s our neighbors and friends sharing why buckling up and setting the standard of wearing a seat belt matters,” said Ryley Egger, NDOT Highway Safety Office Administrator. “These are Nebraska’s roads, Nebraska’s families, and Nebraska’s future. That’s what makes this campaign hit home.”

The initiative, titled Community Voices for Road Safety, is a unique and proven safety program developed and implemented by Travelers Marketing. It was shaped through close collaboration with community members, including farmers, community leaders, parents, educators and students. These efforts led to the creation of the message aimed at the campaign’s target audience: “They built the road. You drive the future. Buckle up.”

“Your parents and grandparents built these farms, roads, and towns with their bare hands and lots of grit,” said Eric Koeppe, President and CEO of the National Safety Council – Nebraska Chapter. “Buckling up is just a simple way to honor what they built and make sure we’re here to keep it going.”

According to data from the National Highway Traffic Safety Administration (NHTSA), Nebraska’s seat belt usage is second-worst in the country at 77.3%, compared to a national rate of 91.9%. Additionally, the state’s 251 fatalities in 2024 were the most in nearly two decades, with 166 on rural roads.

“In many of our rural communities, the habit of not wearing a seat belt starts early. Kids learn to drive on the farm behind the wheel of a tractor or something else that doesn’t have seat belts,” said Gary Young, Jr., Chief of Police, City of Crete. “It’s part of how a lot of folks grow up here in Nebraska. But putting that seat belt on is the most important thing we can do to make sure we’re around for our kids and grandkids.

The campaign will use radio, billboard, social media and digital advertising. It will also utilize community sponsorships and live events.

About the Nebraska Department of Transportation Highway Safety Office

The Nebraska Department of Transportation Highway Safety Office (HSO) is responsible for developing and implementing effective strategies to reduce the state’s traffic-related injury and fatality rates. These strategies may take the form of stand-alone projects, activities, and/or more comprehensive long-term programs. The HSO is responsible for the administration of the Federal Highway Safety funds and facilitating the Highway Safety Programs supported by these funds.

About Community Voices for Road Safety

Community Voices is a division of Travelers Marketing, nationally recognized for its safety initiatives. Community Voices for Road Safety focuses on authentic, community-based public safety storytelling.

The program operates nationwide, engaging directly with community members and creating campaigns that reflect their lived experiences and drive meaningful change.