A Good Road Safety Advertisement

• Tuesday, 29 June 2010
• By Dave Wilton
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It’s always refreshing to see an advertising campaign that takes a completely fresh approach to the given topic for communication. Usually road safety campaigns employ fear and shock tactics in order to draw on the heart strings of viewers, and this method does work effectively as these types of commercials portray situations that viewers can easily identify themselves with, if they don’t act responsibly. However, in this case the Sussex Safer Roads Partnership wanted to bring a more positive yet educational message to the masses. The ‘Embrace Life’ campaign was directed by Daniel Cox of Rockutainment, who mused that the “Key to the film's creation was to focus on a message that didn't take a conventional route to shock and scare the audience; rather it was my intention to bring the audience in on the conversation of road safety, specifically seat belts, and the best way to do this was to make a film that could engage the viewer purely visually and could be seen and understood by all, whoever they are and wherever they lived." This campaign is already having large success with over 9 million views on Youtube, a rant on Australia’s ‘The Gruen Transfer’, top viewing scores for many online mediums and many other communications mediums. 

Oh and if you're in the 1% to 2% of morons who don't wear a seat belt you really should!... Don't worry I'm now slowly stepping away from the soapbox / blog.