‘Embrace Life’ short listed for CIHT award

10.38 | 12 April 2010 | | 2 comments

A film to encourage people to wear seats belts has been short listed for a CIHT road safety award.

‘Embrace Life’ was launched in January 2010 by the Sussex Safer Roads Partnership (SSRP).

Developed to tackle the number of people killed or seriously injured in Sussex through failing to wear their seat belts, the campaign has now had more than 5.2 million views globally.

The campaign features no blood, gore or shock tactics; instead it comprises strong, iconic imagery and a graceful score.

Embrace Life has been short listed for the Chartered Institute of Highways and Transport/Atkins Road Safety – Reducing All Casualties award, which will be announced on 16 June. The other contenders are a casualty reduction scheme on the A14 and a review of Norfolk’s rural road network.

Neil Hopkins, communications manager for the Sussex Safer Roads Partnership, said: “We wanted to create a campaign which offered viewers a different perspective on road safety, something which we hoped would engage people on an emotional level and create real behavioural change to reduce the number of people killed and seriously injured on our roads.”

Click here to see the film on YouTube.

Contact Neil Hopkins on 07739 437581 for more information.



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    Exceptionally creative. One of the most effective visual messages I have seen coming out of a road safety partnership. I was orginally shown this on an iphone by someone who has no connection with road safety. I know this is shooting at the moon here but I think it would be worth the DfT’s Think Team considering purchasing the film to broadcast on national T.V. during their next seat belt campaign. Not every family has easy access to viral marketing and this has such a strong emotional motivator it would be an opportunity missed. Congratulations to those who produced it.

    Sean Sheils Nottingham City
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    The You Tube clip has been bouncing around Facebook recently, it does seem to be touching people. Most recently it has been posted by some of my American friends, so it is well travelled!!

    Graham Blackburn with Darwen
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