BY ANTHONY RIZZO
Michigan is looking to reverse the decline of seatbelt use.
The annual Click it or Ticket ad-campaign is focusing on a specific group of individuals this time around.
The effort's primary audience is young men.
In terms of seatbelt use, officials say men have some work to do. They're rate of buckling up is lower than women.
Young men also have a higher likelihood of being involved in a car accident.
Anne Readet is the Communications Manager with the Office of Highway Safety Planning. She said there are a variety of reasons why men don't buckle in.
"Well we know that young men often feel they're invincible. It's true in a lot of areas of their lives. We know that young men are not different from many drivers and feel like they're all not only good drivers, but excellent drivers; so, if something happens, they'll be able to avoid it." Readet said.
Studies say seatbelt use is lowest among young males driving pickup trucks.