An estimated 300,000 deaths could have been prevented over the last 25 years in highly motorised countries by the use of seatbelts (FIA). Thousands of preventable deaths and injuries occur simply people either don’t use, or misuse seatbelts. It is a proven fact that during and immediately following similar seatbelt campaigns worldwide, there is a significant reduction in fatalities caused by motor vehicle accidents; with a general downward trend as a lasting impact between campaigns. The Jamaica Automobile Association and the JNBS Foundation recognise this, and believe in the sustainable change advocacy projects such as these can have on national psyches. We have created “Make it Click!” - the National Seatbelt Campaign, to address these needs for Jamaicans in an impactful and creative format with a specific goal of reducing the number of road traffic fatalities by addressing specifically the risk of not wearing seat belts.