Seat belt use in the United States is now at 84 percent, rising steadily since 1994. Promotions such as the government’s “Click It or Ticket” and “Buckle Up” campaigns have helped to raise awareness and drive up compliance. But while many seat belt videos use scare tactics and fear from a ticket or accident or even death to promote seat belt use, a new video out from the Sussex Safer Roads Partnership in the UK uses another technique that tugs on your heart strings instead. The video is artfully done and brings the simple message home.

The seat belt is considered by many to be the most important vehicle safety invention. Research shows that despite improvements in buckling up, 5,000 more lives could be saved annually if seat belt use grew to 100 percent. While we’ve come a long way to getting the message out, there is still more to be done to persuade the other 16 percent to click it.

We hope all drivers and passengers embrace this common, easy-to-use safety device.