ITD partners with Dallas Cowboys linebacker
Leighton Vander Esch
to tackle seat belt use in rural Idaho

On Thursday (Feb. 20), the Idaho Transportation Department initiated a two-year contract with former Boise State University football standout and current Dallas Cowboy starting linebacker Leighton Vander Esch to tackle rural seat belt use in Idaho.

Statistics show that 85% of people in Idaho buckle up. At the same time, nearly two-thirds of people killed in motor vehicle crashes were not properly restrained. The majority of those people were killed on rural roads. Buckling up increases your chances of surviving a crash by nearly 50%.

“Having Leighton onboard can really make a difference in those rural communities,” Idaho Office of Highway Safety Manager John Tomlinson said. “That’s where he grew up and he really understands the values of a small town. He also has a broader appeal that can resonate with all Idahoans.”

The partnership officially kicked off with a media event at the Bleymaier Football Complex at BSU Thursday morning. 

“Vander Esch is from a small Idaho town – Riggins. He’s got a big following in the state, as a small-town kid who made it big. He played college ball for Boise State University, so he’s a known commodity locally. And as a Dallas Cowboys linebacker, he’s made the transition to a national audience.”

Tomlinson said having that national platform is important because the rural seat belt problem is not unique to Idaho – many states across the nation have the same issue.

“At ITD, we share one very important life rule with Leighton; always buckle up! We’re excited to launch Leighton Vander Esch’s “Rules to LVE By” - to make sure Idahoans remember that Seat Belts Save Lives – maybe yours,” said Tomlinson.

During the next 18 months, the partnership will include Leighton’s participation on social media, in local schools and in ITD’s use of advertising, content and social media to support the cause. The first commercials featuring Vander Esch and his personal rules, including a message to “always buckle up,” were released Thursday, and can be seen here.

Here are links to the various videos:
Friends
Idaho
Riggins

“Together, we want to see more Idahoans buckled up and a decrease in fatalities that result from unbuckled drivers,” Tomlinson said. “So we’ve partnered to get the word out.”

“I’m very proud to be from Idaho,” Vander Esch said. “My wife and I love coming home every chance we get. I’m excited to partner with ITD and to use my platform to tell Idahoans about the importance of buckling up.”

 “I’m grateful that I can help save lives and give back to the place that will always be my home,” Vander Esch said.

Published 02-21-20