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.
The campaign for South Australia Police includes OOH, online and radio.
Agency: kwp! Adelaide
Executive Creative Director: Corey Swaffer
Senior Copywriter: Corey Swaffer
Senior Art Director: Kent O’Halloran
Chief Executive Officer: David O’Loughlin
Editor: Steve Deeble
Production Manager: Ben Spry
Account Manager: Nat Parsons
Other credits: Ben Lieu, Matt McKenzie-Smith & Peter Lugg