The ‘Embrace Life’ seat belt film produced by the Sussex Safer Roads Partnership received a Bronze award at the recent Cannes Lions International Advertising Festival, placing it among the best global adverts of the year.
Just a few weeks ago a panel of 250 international judges also awarded the film a Gold World Medal at the New York Festival International Advertising Awards.
The worldwide recognition Embrace Life has received is a far cry from its humble beginning which just aimed to reach out to the Sussex community. Filmed and produced for a fraction of most commercial budgets, the positivity, simplicity and directness of its message saw the film quickly appeal to a large number of people online and it was their heartfelt response that created the worldwide surge of interest.
Embrace Life has been celebrated across the globe for its innovative approach to a familiar road safety message. More than 13.7m people have viewed it online either through YouTube or its own dedicated site and it has an active following on Facebook and Twitter.
Neil Hopkins, communications manager for the SSRP, said: “Gaining a Bronze award is an incredible achievement for our campaign.
“The campaign has touched millions of people across the world. I sincerely hope that this additional exposure will help us to deliver real behavioural change on our roads through Embrace Life’s simple, yet emotional message.”