Chauffeurs targeted in powerful campaign

A Facebook campaign is underway to put the ‘Embrace Life’ campaign, the newest campaign from the Sussex Safer Roads Partnership (SSRP), in the forefront of chauffeurs minds.

The powerful video highlights the importance of wearing a seat belt and because of the uniqueness of the production, there are now calls for it to be aired on national TV. The video can be seen by visiting www.embracethis.co.uk.

Neil Hopkins, Communications Manager for the SSRP, commented; “I am delighted by the way that Embrace Life has been welcomed by the public. We developed the concept to provide a talking point around the issue of individuals not wearing their seat belts.

“It appears that we’ve touched a nerve with the campaign, and I’ve received many positive comments concentrating on the way that Embrace Life delivers an emotional impact, but without the use of blood or gore.”

The advert is also being picked up by motoring blogs and public discussion forums, driving further traffic to www.embracethis.co.uk – and many viewers are calling for the advert to be shown more widely on TV.

“We are keen to open the dialogue with the team at the Department for Transport (DfT) responsible for putting out the national road safety TV campaigns,” Neil continues.

“We’ve had individuals from all walks of life – including the creative sector – praising the film and urging us to promote it via TV. As a local partnership, we haven’t got the financial capability to create a national TV campaign, which is why we’re looking to work with the DfT who already use the medium to get their messages out.”

The campaign is also gaining attention through some of its more unorthodox promotional techniques. Working with a prominent graffiti artist has seen sites in Brighton, East Sussex, previously littered with unsightly tags turning into large scale public place artworks to support the campaign.

For all of the positive comments and promotion of Embrace Life, it is important not to overlook the reason that it was created.

“Not wearing a seat belt can make what should be a minor accident into a major one,” concludes Neil Hopkins.

“On the morning of the launch, we heard from a Clinical Fellow in A&E who had been treating a driver thrown through his windscreen because he was not wearing his seat belt.

“It’s likely that he’ll never walk again, nor be able to provide for his family and all because he didn’t spend a moment clipping his seat belt in. We hope that Embrace Life reminds everyone how important it is to be properly belted in, whether you’re the driver or a passenger.”