Road Safety News

Partnership takes 'different approach' in seat belt campaign

Wednesday 20th January 2010

The Sussex Safer Roads Partnership has launched a new campaign addressing the issue of seat belt use.

'Embrace Life' takes what the Partnership calls a 'very different approach to conventional road safety advertising', by focusing on positive imaging and messages rather than the direct consequences of a collision. 

Neil Hopkins, communications manager, says: “Embrace Life deals with the non-wearing of seatbelts by drivers and passengers, which continues to be an issue in Sussex and across the United Kingdom and EU, despite many years of high profile campaigning.

“Sussex Police stop thousands of drivers every year for failing to restrain themselves or their passengers properly.

“Our cinema advert has provoked a strong emotional response in all who have seen it.  We have achieved this through a strong emphasis on positive messaging and imagery, rather than relying on shock tactics.”

Embrace Life was launched at the Capitol Cinema, Horsham on 20 January by TV presenter and voice of Formula 1, Jake Humphrey. It is now available for viewing on the internet at: .  The SSRP team is also in discussion with cinemas across Sussex to bring it to the big screen on a regular basis. 

The advertisement was written and directed by the award-winning film maker, Daniel Cox, and produced by Sarah Alexander, who has just finished St Trinian’s 2.

For more information contact Neil Hopkins on 01273 467425.



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A very clever approach. Direct collision Images dont seem to be working because we never think it will happen to us. I am currently creating a seatbelt poster campaign for cheshire road safety partnership and think i might go with this concept
gavin, Blackpool

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Excellent a creative piece that works
david holmes lydney

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Well done- In over 25 years in road safety this is one of the best adverts I have seen and it really deals with the psyche rather than just scaring people with the danger
steve NW

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Excellent choice of campaign name - positive, warm message portrayed, hopefully helps get the message across.
Delme in Wales

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Very positive, very interesting. It'll be great if it delivers measurable results.
Mark - Wiltshire

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