In early 2017 the National Highway Traffic Safety Association (NHTSA) was looking for a way to spread the word about safety via buckling up on social platforms, and came to us for help. We quickly saw that people were using #ClickItOrTicket when jokingly posting photos of inanimate objects buckled safely in their cars. We decided to tap into this existing behavior to incorporate our message that yes, your pizza is precious cargo - but you are too, so don’t forget to take a second and #ClickLove by buckling yourself up. We used both proactive and reactive social strategies to generate an ongoing conversation throughout NHTSA’s nationwide community, who greatly enjoyed challenging other people to buckle up more and more absurd objects. It turns out that sometimes, showcasing the absurd can be what saves lives.