“Seatbelts are simply one of the most effective devices to reduce injuries and save lives,” said Dr. Bill Sevcik. ”Many of these injuries and fatalities are preventable and unnecessary. Not doing up your seat belt, its one simple action. Yet it can have a lifetime of physical and emotional consequences for the patient and their family.”

The annual March campaign coincides with the release of the results of a provincial seatbelt survey conducted in the fall of 2009, which indicates combined urban and rural seatbelt wearing rates increased four per cent-from 88.9 per cent in 2007 to 92.9 per cent in 2009.

Rural Alberta rates increased from 86.4 per cent in 2006 to 90.4 per cent in 2009. Urban areas also saw an increase from the last survey from 89.3 per cent in 2007 to 93.3 per cent in 2009.

Rick Gardner, Manager with the Alberta Sheriffs believes that the province’s coordinated education and enforcement strategy is starting to pay off, but reminds us to be vigilant: “I think that generally speaking, most Albertans understand the importance of wearing seatbelts and choose to use them. But there is this small, persistent group that needs to be reminded of the real consequences of not wearing seat belts.

“I am really happy to hear that more Albertans are buckling up-I just wish everyone was,” says Staff Sergeant Jamie Johnston of RCMP Traffic Services. “We still have people being ejected from vehicles, often with fatal consequences. We are making progress but we can still do better.”

Research and collision investigations show that seat belts increase the chances of survival in a collision by 50 per cent, and unbelted occupants are three and a half times more likely to be injured than those who are buckled up. Seatbelts reduce the likelihood of sustaining an injury and the severity of injury decreases. The fine for not wearing a seatbelt is $115 and applies to both drivers and occ pants.

The “Ugly” seatbelt campaign features a graphic image of a disfigured man on posters and billboards. The equally gritty radio advertisements focus on the plastic surgery required after a collision and end with the chilling tag-line,” If you don’t wear a seatbelt, things can get real ugly, real fast.”

The campaign will run throughout March on billboards in Calgary and Edmonton and radio across the province.

"If you're not wearing your seat belt, what's holding you back?"

For more information, visit www.albertaseatbelts.ca or www.saferoads.com.