Seatbelt ‘Damage’ Campaign

Amber (Xueying Liu)

§ 13th June, 2001

§ Department of the Environment (NI) & National Safety Council (ROI)

§ Seatbelt for drivers: 84% in Northern Ireland

§ Passenger seatbelt and rear seatbelt: 20% in ROI; 65% in NI

§Campaign objectives:

§ Top-of-mind awareness for seatbelt-wearing

§ Measurable attitude improvements towards seat-belt-wearing, by increasing the perception that not wearing a seatbelt is “very socially irresponsible”

§ Increase seatbelt-wearing rates

§ Save lives

§ Target Audience: 15-34 year olds

§ Competitive Environment：§ Social Individualism

§ Sociability Needs

§ Youth Culture Peer Pressure:

§ Creative Strategy§ Killer; not a personal choice

§ No Seatbelt – No Excuse

§ Media§ Broadcast media (TV); Print Media; Other: outdoor/ cinema

§ Damage campaign

§ It could be interpreted in different way

§ Fear appeal, too tragic

§ Lack of outdoor advertisement where young people will go. E.g. school parking lot

NO SEATBELT NO EXCUSE