PUEBLO, Colorado — Over the next few weeks throughout Texas a familiar face will tout the safety benefits of wearing a seat belt and encourage viewers to buckle up. Shorty Gorham, a member of the Professional Bull Riders Dickies DuraBullfighters, is being featured in a Texas Department of Transportation (TxDOT) “Click It or Ticket” PSA, which will air from May 23 – June 5 on network affiliates across the state.
“Now I can help keep cowboys from getting hurt or killed both in and out of the arena,” says Gorham in the PSA.
The “Click It or Ticket” spot is part of a partnership between the country’s premiere bull riding organization, the Professional Bull Riders (PBR), and TxDOT. The partnership includes use of PBR footage and photos in PSA campaigns statewide through 2016 plus TxDOT brand exposure at PBR Touring Pro Division events in Texas from May to August.
“The PBR enjoys an incredible brand loyalty relationship with its fans,” said Karen Purcell, senior vice president/media director of Sherry Matthews Advocacy Marketing, the agency of record for TxDOT’s “Click It or Ticket” campaign. “We think the sports’ ‘cowboy’ personalities will resonate well in several key Texas markets recording the highest fatality rates for non-seat belt use.”
Texas state law now requires drivers and all passengers in a vehicle to be secured by a seat belt, including adult passengers in the back seat. Anyone unbuckled can be issued a ticket. For more information, visit http:/texasclickitorticket.com.