kwp!: You’d have to be stupid not to wear a seatbelt

Some people seem to feel clever when they don’t wear a seatbelt. Perhaps it’s rebellion, perhaps it’s a sense of superiority from “above the law”, perhaps it’s the thrill of not getting caught? Traditional advertising’s shock and horror tactics seem to wash over them. Fines seem to be minor or short-term deterrents.

Not wearing a seatbelt is one of the leading causes of road fatalities in Australia. Approximately 20% of drivers and passengers killed in crashes are not wearing seatbelts. Unrestrained drivers and passengers are 8 times more likely to be killed in a crash. And wearing a seatbelt reduces the risk of fatal or serious injury by up to 50%.

Not wearing a seatbelt is, in fact, just stupid. Kwp! Adelaide realised that undermining people’s perceived intelligence might succeed where other tactics have not.