In 2019, approximately 48% of teen drivers and passengers aged 16-19 who died in passenger vehicle crashes were not wearing seatbelts. About 10,000 lives are taken due to car accidents every year. Approximately 50% of those killed were unbuckled, based on seatbelt use statistics. ….dark, right? But true.

In 2017 alone, seat belts saved an estimated 14,955 lives, and an additional 2,549 lives could have been saved if those individuals had been wearing seat belts. General Motors wanted to shed light on the importance of seatbelt safety so we worked with them to execute a safe driving campaign.

Young people can be hard to reach and “safe driving” is definitely not a cool thing to talk about. So we asked Netflix's On My Block star, Jason Genao, to have a seemingly inappropriate conversation with us to get Gen Z’s attention. You know what gets a teen’s attention? Innuendo.

We came up with a campaign called Ride & Seek, where we asked young people to print or social share our cheeky riddles to remind their friends to wear seatbelts.

“Almost everyone does it in the front but only 62% of people do it in the back” What is it?