Police say 42 people have died on Ontario highways this year as a result of not wearing their seat belt, compared to 32 people during the same time period last year.
Recent OPP statistics show during the week of September 7-13 seven people died in crashes on Ontario roads, six of them were not wearing a seat belt.
“Adult seat belt use is the most effective way to save lives and reduce injuries in motor vehicle collisions. Yet thousands of adults still do not wear their seat belts on every trip. Not wearing a seat belt can be a fatal decision even on short, familiar journeys and at low speeds," says OPP Deputy Commissioner Brad Blair.
The OPP's fall seat belt campaign launches on September 23 and runs through October 9.
Officers will be targeting those who refuse to buckle up.
A driver can be fined $240 and two demerit points for not wearing a seat belt.
During the 2014 campaign police say they issued 74 tickets to drivers and passengers.
