A THINK! campaign reminding drivers of the potentially fatal consequences of not wearing a seat belt was launched last week.
The £1.3m campaign features the previously used creative showing that if you have a crash without wearing a seat belt you actually experience three crashes.
Paul Clark, road safety minister, said: "If you are involved in an accident while not wearing a seat belt then your body experiences a series of three collisions damaging vital internal organs.
“This campaign reminds drivers that – no matter how short their journey or how slowly they are driving – they are risking their life if they set off without putting their seat belt on.”
The campaign – which includes television, radio, cinema, and outdoor advertising – is based on research which showed that people are less likely to wear seat beats on low speed, short journeys on familiar roads.
Because of its graphic nature, the advert can only be shown after 9pm. An edited version will be used for earlier showings – describing, but not showing, the damage to internal organs.
Click here to read the full DfT news release.