The Maine Bureau of Highway Safety is launching a bold new seat belt campaign in Oxford and Hancock Counties—created by the community, for the community. By tapping into the creativity of residents, this innovative initiative aims to reach young male pickup drivers.
AUGUSTA, Maine, July 10, 2025 /PRNewswire-PRWeb/ -- The Maine Bureau of Highway Safety announces the launch of a new community-driven public safety initiative in Oxford and Hancock Counties aimed at saving lives by increasing seat belt use among one of the hardest-to-reach demographics: young male pickup truck drivers, aged 16-24 years. This new campaign flips the script on traditional public service messaging by having community members be the creative force behind the message and the media.
"This is a new approach to addressing road safety education and awareness," said Lauren Stewart, Director of the Maine Bureau of Highway Safety. "It gives communities a pride of authorship and ownership in the campaign. They decide on the message, motivations, and media. It's their ideas, their campaign."
The initiative, titled Community Voices for Road Safety, is a unique and proven safety program developed and implemented by Travelers Marketing. It was shaped over the course of several months through close collaboration with community members. These efforts led to the creation of a positive and empowering message aimed at the campaign's target audience: "You're a great driver. Others? Not so much. Buckle up."
By listening first, and then building a campaign with input from community members, the Maine Bureau of Highway Safety and the team behind Community Voices for Road Safety are modeling a new kind of public safety effort: one that's locally driven, with an understanding of the motivations, behaviors and influences specific to Oxford and Hancock Counties.
Developed with direct input from young drivers and community members, this message is positive and empowering. It underscores a simple truth: no matter how skilled you are behind the wheel, other drivers' mistakes put you at risk.
The initiative is focused on Oxford and Hancock Counties. Data nationally and in Maine indicate that seat belt use in rural areas and among younger pickup truck drivers lags behind the national average. Maine has a 94% seat belt use rate (as of 2024), compared to a national rate of 92%. However, pickup truck drivers (86%) and young men aged 16-24 (77%) have significantly lower rates of belt use. Through direct engagement with these drivers, including student-led focus groups, creative workshops, and open forums, the campaign has uncovered the cultural, generational, and emotional reasons why seat belts are often not used.
"Having students participate in coming up with the message makes it relevant to them," said Tom Danylik, Principal of Mountain Valley High School. "They know each other, their motivations, and the messages that will work for their peers."
Addison Thawley, a student at Maine Maritime Academy, led a group involved in developing the campaign's message. Like many of his peers, he didn't think much about wearing his seat belt until he participated in campaign development. "I have friends and family who don't wear their seat belts all the time," he said. "I never understood why."
The campaign will use radio, social media, and digital advertising. Community sponsorships and live event activations, such as appearances at the Oxford County Fair with prizes and giveaways provided by Sullivan Tire, and messaging and signage at the Oxford Plains Speedway, will bring the message directly into the spaces where these young drivers live, work, and play.
About the Maine Bureau of Highway Safety
The Maine Bureau of Highway Safety is the leader in coordinating the safety efforts of federal, state, and local organizations involved in Maine traffic safety, aiming to improve the human behavior of drivers, passengers, pedestrians, and cyclists. The Bureau has the responsibility of effectively administering and utilizing Federal Section 402 Highway Safety Funds and other related incentive grants received from the National Highway Traffic Safety Administration (NHTSA). These funds are used for planning, implementing, and evaluating behavioral highway safety programs and projects with the overall goal of reducing the resulting deaths, injuries, and property damages caused by motor vehicle crashes.
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.
Media Contact
Jeff Larason, Highway Safety Communications Program Director, Travelers Marketing, 1 6174299601, [email protected], travelersmarketing.com
SOURCE Maine Bureau of Highway Safety
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