This new approach in prevention campaigning comes from the UK, from the Sussex Safer Roads Partnership (SSRP).
Embrace life tackles the issue on the use/non-use of seat belts in a very different way. Avoiding the use of blood, gore or shock tactics, Embrace Life is provoking an emotional response in all viewers.
The PSA is a absolute hit amongst Ad bloggers this week.
Most road safety campaigns are full of blood, shocking visuals and grief (see my last post: Reversed Accidents). Embrace life targets not only the driver but also the passengers.
Neil Hopkins, Communications Manager at SSRP, explains: “Embrace Life deals with the non-wearing of seatbelts by both drivers and passengers – which continues to be an issue not only in Sussex, but across the entire United Kingdom and EU, despite many years of high profile campaigning.”
“Sussex Police stop thousands of drivers every year for failing to either not restrain themselves properly, or restrain their passengers properly. In 2008, over 100 Fixed Penalty Notices were issued to drivers who failed to restrain their children properly in the vehicle – and one can only imagine the impact this would have had should those vehicles have been involved in a collision.”
Embrace Life’s Writer/Director Daniel Cox: “It was central to the development of the project that we root the concept of wearing a seat belt firmly in the family domain, and create the advert so that it could be viewed by anyone of any age. Children are so important as opinion formers within their family that we felt it imperative to have a child take a pivotal role in relaying our message.”
“One key aspect to the storytelling is that we developed Embrace Life to be non-language specific, so that the message wouldn’t become lost when viewed by visitors to, or residents of, the UK where English might not be their first language.”
The campaign is also gaining attention through some of its more unorthodox promotional techniques. Working with a prominent graffiti artist has seen sites in Brighton previously littered with unsightly tags turning into large scale public place artworks to support the campaign (see below).
And of course a Facebook Group is included.
Adfreak asks: Can they get this to air in New Zealand, too? (Down under they have a long history of shock campaigning)
What’s your opinion about this campaign? Will this campaign more successful than those we saw before?
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Marc van Gurp is the founder of Osocio which examines the world of advertising in the social change/non-profit landscape. Marc resides in Amsterdam.
{ 3 comments… read them below or add one }
@Fran – thanks for stopping by Fran, I wholeheartedly agree with you. When campaigns touch on the powerful emotions of safety and concern for loved ones, it really cements the message.
@Madhumita – thank you so very much for your thoughts! I checked out the SOCH website and you all are doing some great and important work! I really appreciate you lending your thoughts, Marc picked a great campaign.
andre, this is so beautiful. i teared up halfway through it and wished my family was around to hug. and without saying a word reminded us why we do things–like wear a seatbelt–we don’t necessarily like. it’s a powerful ad that can evoke that response.
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I think it will because it shows the message beautifully. There is anguish, pain and finally happiness when the man is saved. I think the video could have had the hands converted to a seat belt at some point towards the end. Its still great!