India doesn’t have a great track record when it comes to wearing seat belts. In fact, reports suggest that only 25% of motorists fasten their seatbelt and 83% of casualties among car occupants are due to not wearing a seatbelt.
Traditional media campaigns reminding people of the importance of wearing them have done little to change people’s behaviour.
This year, during Road Safety Awareness Month in India, Grey gave Maharashtra Motor Vehicles Department (MMVD) a different kind of seat belt safety campaign. Grey and MMVD used the mandatory reflective tape on commercial vehicles to create a powerful reminder. By incorporating buckle-shaped stickers into the reflective tape, every commercial vehicle on the road now became a visual cue to buckle up, day and night. The simple idea, The Buckle Hack, transforms a standard safety feature in commercial vehicles into a dynamic awareness tool.
The campaign was launched in the last week of January and will continue across various cities in the state of Maharashtra, including Mumbai.
