The #Lifebelt campaign of CSDD returns with new energy
More than a year ago we created and started the #Lifebelt (#Dzīvībasjosta) campaign for the Road Traffic Safety Directorate (CSDD) in order to bring the attention of drivers to the use of seat belts in the back of the car. But it is difficult to break old habits with one campaign. Current statistics show that only every third passenger sitting in the back of a car uses a seat belt. This is why this autumn, as students return to school and the traffic becomes more intensive, we are bringing up this topic once again in the media and on social networks.
We took the creative idea from our experience with other means of transportation, i.e. aeroplanes, where stewardesses instruct the passengers on safety regulations before every flight and always ask the passengers to buckle up. It is quite believable that statistics on the use of seat belts on aeroplanes could be as high as 99.9 %, therefore we carried out an experiment, during which a stewardess asked passengers to buckle up in taxis, as well as on a public bus.
CSDD / Dzīvības jostas instruktāža taksometrā from DDB Latvia on Vimeo.
The experimental videos have gained an impressive and rapid response. The total amount of views on social networks has reached almost half a million and more than 4 800 people have shared the videos. Information on the CSDD campaign is provided on news channels, as well as on the leading online news media outlets.
CSDD / Dzīvības jostas instruktāža sabiedriskajā autobusā from DDB Latvia on Vimeo.
A lot of attention has also been provided to a certain Facebook post about a special passenger – a French Bulldog – who also has to be buckled up in the back seat with a special belt dedicated for dogs, as during a collision the 10 kg pet turns into a small elephant and its weight may equal as much as 600 kg. After the respective post people started looking for possibilities to purchase the dog belt.
If you wish to see how we prepared for the experiment, you may have a look behind the scenes. And remember – seat belts are not made for the pleasure of the car manufacturers but for your safety. We don’t call them Life belts for nothing.
