Press Release: 2024-11-13
Brockton Seat Belt Campaign Boosts Seat Belt Usage by Over 70 Percent
The “Buckle Up, Brockton” campaign launched in May 2024 and succeeded thanks to grassroots-based approach to educating the community
FOR IMMEDIATE RELEASE:
11/12/2024
MEDIA CONTACT
Jacquelyn Goddard, Director of Communications, MassDOT
Phone
Call Jacquelyn Goddard, Director of Communications, MassDOT at (857) 368-8500
Online
Email Jacquelyn Goddard, Director of Communications, MassDOT at jacquelyn.goddard@dot.state.ma.us
BROCKTON — A groundbreaking community-driven road safety campaign has significantly increased seat belt usage in Brockton. The "Buckle Up, Brockton" campaign, led by MassDOT, has led to a remarkable rise in seat belt compliance from 42 percent in April 2024 to 72 percent in September 2024.
The campaign's success stems from its unique, grassroots approach. This initiative was not simply about promoting seat belt use—it was about empowering the Brockton community to take ownership of the message and drive real change. The campaign, launched in May 2024, was shaped by community members who provided essential insights into how best to reach Brockton's diverse population.
“Working with local leaders and stakeholders to promote a clear message about driving safety is critical to the success of a campaign like this,” said Transportation Secretary and CEO Monica Tibbits-Nutt. “We are grateful to everyone who worked with us in this endeavor, which has set a great example of what an equitable, community-focused educational campaign should look like.”
Key to the campaign’s success was the active involvement of local organizations, including the Cape Verdean Association, Haitian Community Partners, Brockton Public Schools, the New Heights Charter School, and 24 Hr. Power, among many others. These groups helped tailor the public safety campaign’s messaging to reflect the community's culture and language, ensuring the message resonated widely and effectively.
“This campaign was successful because it came from the community,” said City Councilor and Executive Director of the Cape Verdean Association, Moises Rodrigues. “For the first time in a long time, the community was asked what would work for Brockton, and the results speak for themselves.”
In addition to increasing seat belt usage, the campaign reached thousands of residents through billboards in five languages, educational programs in schools, community events, and a striking 74-foot mural on North Main Street.
“We are proud of what this community has achieved,” said Brockton Mayor Robert Sullivan. “This campaign has made our roads safer and brought the community together in a powerful way. It demonstrates the tremendous impact we can have when we work together toward a collaborative and common goal.”
The "Buckle Up, Brockton" campaign is a model for future road safety initiatives, showcasing the effectiveness of community-led efforts in bringing about significant behavioral change. Buckle Up, Brockton received support from the National Road Safety Foundation and was coordinated by Community Voices for Road Safety, a program from Travelers Marketing.