From the Vintage Vault: 1990

A crucial challenge in traffic safety communications is convincing people to change their behavior. That was especially true for safety belts in the early 1990s. Fewer than half of all Oregonians wore them. Research showed people thought they were uncomfortable, and most Oregonians didn’t appreciate the consequences of not buckling up – until too late.

This billboard, from 1990, showed those consequences clearly. The billboard was part of ongoing efforts, including a successful ballot measure campaign, that ultimately helped reduce injuries and deaths on Oregon’s roads.

We’ve come a long way since then. Today, safety belt use in Oregon is about 98 percent – we’re proud to have played a role.