BROCKTON, Mass. (WBZ NewsRadio) — The city of Brockton has launched its “Buckle Up Brockton” campaign to try to urge more residents to use their seat belts.
“Buckle Up Brockton” is a collaboration with the Massachusetts Department of Transportation, Travelers Marketing, and the city of Brockton to use comprehensive public education to increase seat belt use.
The centerpiece of the campaign is a 72-foot mural painted by Brockton native Jessica Picanso at Boulangerie Saint Antoine, a bakery on North Main St.
Picanso described her art. “The cars are portrayed with some bright colors and to really bring vibrancy to this space.”
Other aspects of the multi-year campaign include sponsorship at Campanelli Stadium, educational integration with Brockton’s schools, billboards, Brockton Area Transit bus signage, and car air fresheners, which will all serve as reminders to Brockton drivers and passengers to buckle up.
Jeff Larason, program director for highway safety communications at Travelers Marketing, is leading the campaign.
“Nationally, 92% of people wear their seat belts. In Massachusetts, it’s around 78%, and in Brockton, the state survey showed that it was 48%," he said, referencing a 2022 Massachusetts EOPSS Highway Safety Division survey.
Speaking to why Brockton has lower statistics compared to the rest of the state, he said, “It probably has a lot to do with [the fact that] there are a lot of people coming from other countries here, from Haiti, from Cape Verde, from Brazil where the seat belt use rate tends to be fairly low.”
Larason used to be Massachusetts’ highway safety director, and he said that MassDOT is investing $150,000 into this campaign, which is trying to accomplish what other driving safety programs haven’t been able to do in communities like Brockton.
“The federal government has used the ‘Click It or Ticket’ campaign for about 30 years now, and it clearly has not worked in some places.”
Brockton’s campaign emphasizes protecting your friends and family, rather than the threat of law enforcement handing out tickets. “Protect who you love” is painted on the mural on North Main St.
"When I get into my car, I automatically buckle my seatbelt and I expect all my passengers to do the same. My children know that buckling their seatbelt is the first thing that happens when they get into anyone's car. It is critical. It can save your life,” said Brockton Mayor Robert Sullivan.
WBZ NewsRadio's Chaiel Schaffel (@CSchaffelWBZ) reports.
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