How Gas Stations are Used for ‘Click-It or Ticket’ Promotions.
The Click It or Ticket campaign is a national seatbelt enforcement campaign that has been running in the United States for over two decades. The aim of the campaign is to increase the use of seatbelts and decrease the number of injuries and fatalities resulting from accidents on the road. In recent years, gas station advertising has become a popular medium for promoting this campaign.
Capturing Attention at the Pump
Gas stations are a natural fit for seatbelt safety campaigns because they reach people who are actively driving. Whether someone is filling up on their way to work or grabbing snacks before a road trip, the fuel pump is a high-dwell-time environment — meaning people are often standing still for 2–5 minutes, looking for something to engage with. That’s the perfect window to deliver messaging like “Click It or Ticket — Buckle Up. Every Trip. Every Time.”
By placing posters, pump toppers, window clings, or digital screen content at gas stations, public safety campaigns can deliver reminders at the moment they matter most: just before a driver gets back behind the wheel.
Explore why gas station advertising is an effective tool for ‘Click It or Ticket’ promotions
High visibility - Gas stations are a high-traffic area where people stop to refuel their vehicles. This means that gas station advertising has a high visibility rate, which is essential for promoting a campaign like Click It or Ticket. The more people see the message, the more likely they are to take action. Gas station advertising allows for the message to be displayed prominently and consistently, ensuring that it reaches a large audience.
Targeted audience - Gas station advertising allows you to target a specific audience - drivers. Since the Click It or Ticket campaign is aimed at encouraging people to use their seatbelts while driving, gas station advertising is the perfect way to reach this audience. By advertising at gas stations, you are reaching a captive audience who are likely to be driving soon, making it an ideal opportunity to promote the importance of seatbelt use.
Cost-effective - Gas station advertising is a cost-effective way to promote the Click It or Ticket campaign. Compared to other forms of advertising, such as television or radio, gas station advertising is relatively inexpensive. This means that you can reach a large audience without breaking the bank.
Repeated exposure - Gas station advertising allows for repeated exposure of the campaign message. Since people visit gas stations regularly, they are likely to see the message more than once. This repeated exposure reinforces the message and encourages people to take action, such as using their seatbelt while driving.
Urban and Rural Reach
One of the strongest advantages of using gas stations for Click It or Ticket is the ability to scale across diverse geographies. In urban areas, gas stations serve thousands of commuters and ride-share drivers daily. In rural communities, they’re often among the few available community hubs — making them ideal for reaching populations that may not be as exposed to traditional media like billboards or radio ads.
This flexibility allows public health departments, state highway patrol offices, and safety coalitions to target key demographics and regions based on crash data, seatbelt usage rates, or seasonal enforcement periods.
Reinforcing Law Enforcement Presence
Many Click It or Ticket campaigns are timed with periods of enhanced enforcement. By pairing law enforcement visibility with in-your-face media messaging at fueling stations, the message becomes even more effective. People are not only reminded to buckle up — they’re reminded that law enforcement is taking it seriously.
In fact, some campaigns pair gas station ads with QR codes linking to seatbelt statistics, local traffic laws, or interactive content that boosts awareness and engagement.
Making it Memorable
Because consumers typically visit the same gas station multiple times a month, they’re likely to see the message several times — reinforcing recall and behavior change. Many campaigns also pair the message with simple visuals and strong calls to action, making it easy for people to process quickly and remember long after they've driven away.
Conclusion: Fueling Behavior Change, One Stop at a Time
Gas station advertising is a powerful and cost-effective way to amplify Click It or Ticket messaging. It meets drivers in the real world — moments before key decisions are made — and helps make seatbelt safety feel not only important, but urgent.
Whether you're running a statewide campaign or targeting high-risk counties, gas stations provide a practical and high-visibility platform to drive your message home — and save lives in the process.
