The Department of Environment (DOE) in Northern Ireland has launched a new TV campaign which “dramatises the lethal and devastating consequences of not wearing a seatbelt”.
The campaign focuses on back seat passengers, following a new study which shows that while the overall rate for seatbelt wearing in Northern Ireland is 98%, 5% of back seat passengers are not buckling up. DOE research also suggests there are lapses during which young people unbuckle for a short period to chat or share photos on mobile phones etc.
The TV commercial, ‘No seatbelt, no excuse’, shows how an unbelted passenger can become a ‘lethal missile’ inside a vehicle.
Launching the campaign on 10 October, Mark Durkan, Northern Ireland’s environment minister, said: “We in Northern Ireland are setting the standard when it comes to rear seatbelt wearing. At 95%, we are second in the world to Germany (97%).
“Inevitably, there are lapses, particularly among young people, with all too often, passengers forgetting to put their belt on, or removing it briefly to stay involved in the conversation or activity going on in the car. These lapses tend to occur when travelling socially with family or friends, on short journeys, and many at night.
“We estimate that overall two lives, 22 serious injuries and 120 slight injuries could be saved each year were a 100% wearing rate observed.”
Chief superintendent Peter Farrar, PSNI, said: “This latest advertisement shows just how quickly the lives of so many people can change, because of one moment of inattention, one momentary lapse of judgment.”
For more information about the campaign contact Bridin Beckett, advertising and publicity manager for the DOENI, on 028 9054 0072.