A new Government campaign to remind young men to CLICK their seat belt in a bid to shift attitudes and save lives on roads across England and Wales has been launched.

Every week, four young people aged 17 to 29-years-old are either killed or seriously injured on our roads when not wearing a seat belt, with young men more likely to not wear one, especially on short or well-known journeys.

In 2022, 30% of fatalities among 17 to 29-year-olds were unbelted.

To help combat this, alongside targeted advertising on road-side posters, radio and social media, CLICK will collaborate with several partners, including various County Football Associations and local clubs to promote ‘belting up’ when travelling to matchdays to keep themselves and their teammates safe.

Taxi and private hire vehicle companies, including Uber, are also supporting the campaign, and looking to introduce direct reminders to passengers to wear their seat belt when making journeys in cabs.

Roads Minister Guy Opperman said: “We know how important wearing a seatbelt is, reducing the risk of death for drivers in a collision by 50%.  This campaign is part of the Government’s plan to make our roads even safer and aims to make clicking in a seatbelt second nature to young men who currently run the highest risk of death or serious injury – reminding them that a simple CLICK can save lives.”  

(Picture – RAC)