A campaign to encourage ride-share customers and back-seat vehicle passengers to buckle up has been launched by Uber and the Governors Highway Safety Association (GHSA).

The “Make it Click: Every seat. Every ride” national effort provides state Highway Safety Offices and their partners materials to encourage passengers and drivers to buckle up during every trip, in every seating position.

The latest data from the National Highway Traffic Safety Administration indicates nearly half of unrestrained rear seat occupants age eight and older killed in motor vehicle crashes in 2017 would have likely survived if they had buckled up.

“We’re excited to continue working with Uber to bring attention to this issue,” said GHSA Executive Director Jonathan Adkins. “An Insurance Institute for Highway Safety survey revealed that just 72 percent of people buckle up in the back. That number drops to just 57 percent when in hired vehicles. ‘Make it Click’ offers a unique opportunity to remind millions of riders and drivers the importance of buckling up regardless of the vehicle or seat.”

Through the partnership, Uber will collaborate with states, promote the initiative through its blog and other digital channels, and develop a model playbook for other states to emulate. Throughout 2019, the company will explore a variety of methods, including in-vehicle reminders to passengers about buckling up in back. The campaign launch was timed to coincide with the national “Click It or Ticket” enforcement period, May 20 – June 2, but activities will extend into a sustained campaign with cadence throughout the year.

“We want to contribute to a cultural shift when it comes to road safety – where people look out for each other and practice safer behaviors, like rear seat belt use,” said Dr. Nadia Anderson, Uber’s Global Head of Road Safety Policy. “We’re thrilled to continue working with GHSA and the states on this valuable partnership, and look forward to keeping up the momentum on this very important topic.”