Safety belt use ranges from 5 to 10 percentage points lower in pickups. The Buckle Up in Your Truck campaign is designed to convince pickup occupants to protect themselves from traffic injuries and death by wearing their safety belts regularly. Pickup drivers often say they feel safer because their trucks are bigger, stronger, and sit up higher than most cars on the road. But a substantial number of all deaths in pickups are in rollover crashes. Safety belts reduce the risk of dying in a rollover crash by up to 80%. The campaign was first launched in May 2004 and will run through 2007, with special emphasis again in May 2007.