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.
You are right, Keith. ‘Hope’ is a key word. Unfortunately because in my time involved in road safety (since the 1970s) I have become quite cynical about the average person’s attitude on the road. I believe most have absolutely no interest unless pressured into it in some way or another. Even dramatic traumas don’t make the point, and they often doesn’t make the point with road safety people either, I’m afraid. The bad M5 crash at Taunton caused some 8 people to be burned alive. Reason? They could not stop in time. Simple as that really. Was this promoted in the aftermath by road safety. Simply, no. Space and time are such an important keynote and if they don’t keep sufficient space to be able to pull up if things go pear shaped then they will reap the often unfortunate results of their actions.
Nigel Albright, TAUNTON
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Well, Nigel he is of course correct. However, it may not be in the manner that he expected to come out of the bend! You can never stop that attitude, you just hope the vast majority think differently.
Keith
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Of course you are right, Keith. It’s a question, in some instances, of how they react to it. As one example I met a chap with a super dooper BMW. Asked him what he thought of it he replied, ‘Fantastic. It doesn’t matter how you go into a bend it will always get you out the other side’! Hmm. There’s one heading for the next crash.
Nigel Albright, TAUNTON
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Absolutely true Nigel. However, you will never reach any where near 100% of drivers. Even if it were possible to do so retention of knowledge will drop off and its effect will be lost. Similar to the current range of NODRS programmes. Engineering, whether it be the road, or vehicle will ultimately reach 100% of road users.
Keith
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This may be thought of as somewhat idealistic but this thing about calling seat belts, airbags, crush zones and the like ‘safety devices’ has always seemed a misnomer. In reality they should be called ‘Damage Limitation Devices’ since they are only effective AFTER the crash has occurred. If you want real safety then it’s a matter of avoiding the crash in the first place. It’s perfectly feasable, it’s just that most people can’t be bothered to learn the skills. Which means, in the majority of cases, if they get into crashes they have nobody but themselves to blame. Just do the maths: 98% of crashes involve driver error, and (probably) 98% of people say, ‘it wasn’t my fault’. The best safety device is the driver. Adding more safety features only dulls down the sense of ownership of his or her own safety. Idealistic? Yes. But also true? Yes.
Nigel Albright, TAUNTON
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