Behavior Change Campaigns

Seatbelts and child restraints save lives, but only when they’re used properly and on every trip. BKLUP focuses on making seatbelt use an automatic habit, not a decision that gets debated. Many people know seatbelts are important, yet still skip them on short drives, late at night, or on familiar rural roads. Behavior change campaigns are essential to closing that gap between what people know and what they actually do.

BKLUP campaigns use proven strategies to shift social norms and reinforce the importance that everyone buckles up before the trip starts. By highlighting that most New Mexicans use seatbelts, the campaign reframes seatbelt use as the expected behavior for drivers, passengers, and families alike. Messaging also challenges common myths, such as “I’m just going a short distance,” reminding people that crashes often happen on routine trips close to home.

Child passenger safety is also a central focus. BKLUP encourages parents and caregivers to choose the right car seat or booster seat and to use it correctly every time. By promoting free car seat check-up events through Safer New Mexico Now, the campaign makes safe choices easier and more accessible for families across the state.

Influencers inside the vehicle also play an important role in setting the tone and reinforcing expectations. When buckling up becomes non-negotiable before the car moves, safety becomes a shared value.