A panel of 250 international judges has awarded the Sussex Safer Roads Partnership’s Embrace Life seat belt campaign a Gold World Medal at the New York Festival International Advertising Awards.
Embrace Life has been feted globally for its innovative and emotional approach to a well trodden safety message.
The advert was created as a low budget pilot that aimed to try a new and more positive approach to getting road safety messages across. It rose to success across the globe when it was released onto YouTube in February 2010, culminating in its nomination at the New York Festival International Advertising Awards.
Embrace Life went up against full budget adverts from across the globe but managed to leave with the highest honour.
The Sunday Mirror has asked if it is ‘the best road safety film ever’ and the Sunday Express suggested that Embrace Life is ‘the best advert ever’. The New York Daily News also proclaimed that the campaign was ‘a breath of fresh air’.
Neil Hopkins, communications manager for the Sussex Safer Roads Partnership, said: “Being given a Gold World Medal, against competition from world-class agencies is a true testament to the skill and creativity shown by Daniel Cox, our writer/director, and Sarah Alexander, Embrace Life’s producer. I am naturally delighted that our campaign – originally created to create behavioural change in Sussex motorists – has been so highly commended.
Contact Neil Hopkins for more information about the campaign.