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Seatbelt advertising

Each year, approximately 90 people are killed on New Zealand roads because they didn’t wear a seatbelt. Many of these lives could’ve been saved if the person had belted up.

Seatbelts save lives – it’s that simple. A seatbelt supports you if you’re involved in a crash or if the vehicle you’re in stops suddenly. In these situations, the force on the seatbelts can be as much as 20 times a person’s weight. If a seatbelt isn’t worn, this is how hard a person would hit the inside of the vehicle. Wearing a seatbelt increases the chance of surviving a crash by 40%.

Target audience

This new campaign specifically targets males aged 20-40 years. These guys live rurally or in the provinces and are a particularly hard to reach bunch of lads. The types of crashes they have often happen late at night after drinking. They don’t wear seatbelts. They know about them but see them as an optional extra – not something ‘proper’ adult men need to use. Kids or ‘worriers’ and people who follow the rules wear them just to be doing the right thing.

These guys drive roughly and think that a crash is inevitable. They’ve had their share of dings and while their mates may have crashed too, that’s just part of driving. They think that if you’re going to have a big one (crash), that’s just the hand you’ve been dealt and there’s nothing you can do about it.

Our aim is to make the seatbelt a worthwhile item for them to wear. The challenge is to move their thinking from ‘seatbelts are an optional accessory’ to ‘it’s a tool worth using’ as they save lives. They don’t like being told what to do and they know what they’re comfortable with. Our job with this campaign is to bring ‘risk’ to the front of their mind and show them why they should always wear a seatbelt.

Our approach - Belted Survivors

We used real-life crash survivors for this campaign; both drivers and passengers. Ten males (that are part of our target audience) were recruited via Vice channel; a media company that is popular amongst our target audience because of their online content hub, YouTube channel and social channels. Each of these guys had been in a crash where they wore a seatbelt and survived.

Using professional advice from medical trauma specialists, and recollections of the injury from each individual and their families, along with photos, all of the original injuries sustained were recreated with makeup and prosthetics. Photos were taken of each survivor to illustrate the fact that although they sustained injuries, they survived to share their story. When tested with the target audience, the concept was found to be highly relevant for them. Specifically, they could clearly see the reasons why they should always wear a seatbelt.

The campaign launched on 10 February 2019 with customised billboards situated in the car parks of pubs and bars around New Zealand. The campaign is very targeted and has specifically used media that is relevant and likely to reach the target audience.

  • Video advertising - Belted survivors

    Belted survivors - Dan Mason

    Belted survivors - Liam Bethell

    Belted survivors - James McDonald

    Belted survivors - Kahutia Foster

    Belted survivors - Dylan Chirnside

    Belted survivors - Dion Perry

    Belted survivors - Rick Haira

    Belted survivors - Will Giles

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  • Outdoor advertising

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  • Bar activity

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Our approach – Life lines

Life lines sees more crash survivors tell their story about how they survived because they were wearing a seatbelt. Together with a tattoo artist, they create a relevant design for a tattoo. The tattoo represents the journey each survivor has been on and what they’ve gone on to achieve because they survived a crash by wearing their seatbelt. The design is tattooed around a scar they have from the crash. There are five stories to share and these are being rolled out, one a week, through targeted television, cinemas and social media.

If you'd like to find out more, email: advertising@nzta.govt.nz
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