Governor DeWine Launches Campaign to Boost Seat Belt Use

Ohio's roads tell a grim story. Last year, 64% of people killed in traffic crashes were not wearing seat belts, marking the fifth consecutive year this rate has exceeded 60%. On July 2, 2025, Governor Mike DeWine launched the Hard Hitter campaign, a bold effort to confront this crisis. Using football imagery, it compares an unbelted passenger in a 50-mph crash to a 240-pound linebacker hitting with eight times the force. The message is clear: failing to buckle up endangers everyone in the vehicle.

This campaign arrives as Ohio grapples with a seat belt compliance rate of 85.2%, well below the national average of 91.2%. The Ohio Traffic Safety Office, partnering with the Department of Transportation, aims to shift behavior through vivid ads and a new website. But can a media blitz alone reverse a decade of stubborn habits? The stakes are high, with families, drivers, and policymakers all watching.

Data paints a stark picture. Ohio's seat belt use has trailed the nation for over a decade, dipping to 80.8% in 2022 before climbing slightly to 85.2% in 2024. Compliance is lowest in trucks, on local roads, and among rear-seat passengers. The Ohio Safety Belt Task Force, formed in 2023, found that while most Ohioans know seat belts save lives, many skip them in taxis, rideshares, or short trips. This gap between knowledge and action fuels the crisis.

Nationally, seat belts cut the risk of fatal injury by about 45% for front-seat occupants. Yet Ohio's unbelted fatalities remain stubbornly high, costing lives and millions in medical expenses. Advocates point to the state's secondary enforcement law, which only allows ticketing for seat belt violations if another offense prompts a stop. This limits police action, leaving many drivers unbuckled and unchecked.

The Hard Hitter campaign extends beyond advertisements. It builds on efforts like Buckle Up with Brutus, a school program teaching kids about seat belts, which has reached 6,500 students since launching ahead of the 2024-2025 school year. These initiatives lean on education to change habits, a strategy research supports. Studies show mass-media campaigns can boost seat belt use by up to 54% when paired with enforcement. Ohio's approach, backed by the Traffic Safety Office, aims to make buckling up second nature.

Vehicle technology also plays a role. Modern cars feature seat belt alerts and interlocks, nudging drivers to buckle up. Automakers, under pressure to improve safety, are rolling out occupant-detection systems. These tools align with Ohio's campaign, offering a market-driven nudge that sidesteps heavy-handed regulation. Still, technology alone cannot close the compliance gap without broader public buy-in.

Some argue stronger laws are the answer. Thirty-four states with primary enforcement, allowing stops solely for seat belt violations, see higher compliance rates. A National Highway Traffic Safety Administration study found primary laws lift usage by about 6%. In Ohio, House Bill 536, endorsed by Governor DeWine, seeks this change but faces resistance. Critics worry about overpolicing, especially in minority communities, and question whether fines truly change behavior.

Balancing safety and fairness is key. Research suggests pairing enforcement with transparent stop data and first-offender diversion courses could ease concerns. Ohio could adopt a model where first-time violators attend a safety class instead of paying fines. This approach, grounded in compromise, aims to save lives while addressing fears of biased policing. The debate remains open, with the General Assembly yet to act.

Ohio's low seat belt use carries a hefty price. A state study estimates reaching 92% compliance could prevent 161 deaths yearly and save $15 million in Medicaid costs. Over a decade, savings could hit $91 million, easing the burden on taxpayers and insurers. Rural drivers and young men, who buckle up least, face the highest risks, while rear-seat passengers in rideshares remain vulnerable without clearer rules.

Since 1986, Ohio has required front-seat belt use, but secondary enforcement and lax rear-seat habits limit progress. Neighboring states like Michigan and Kentucky, with primary laws, outperform Ohio in compliance. Historical attempts to strengthen Ohio's law failed in 2009, 2010, 2017, and 2024, often blocked by freedom-of-choice arguments. Each delay means more preventable tragedies.

Ohio's challenge is clear: boost seat belt use without alienating drivers. The Hard Hitter campaign, with its gritty football analogy, grabs attention, but lasting change needs more. Combining media, school programs, and vehicle tech creates a strong foundation. Adding transparent enforcement and incentives, like insurance discounts for consistent belt use, could tip the scales further.

Compromise offers hope. A primary enforcement law with safeguards, such as public stop data and leniency for first offenses, could bridge divides. Encouraging automakers to deploy advanced alerts statewide would reinforce the effort. Ohioans value safety but also independence, making a balanced approach essential to winning hearts and minds.

An unbuckled trip risks the lives of all vehicle occupants. As Ohio pushes forward, the Hard Hitter campaign reminds us that buckling up is a small act with big impact. With lives on the line, the state is blending creativity, data, and dialogue to turn awareness into action. The road ahead demands nothing less.