SSRP: Embrace life

The advert titled Embrace life was done for ROAD SAFETY (Sussex Safer Roads Partnership company) in United Kingdom. It was released in the February 2010. Business sector is Public awareness messages.

Credits:

• Client: Sussex Safer Roads Partnership

  Copywriter/director:Daniel Cox, Rockutainment
  Producer: Sarah Alexander
  Date: Jan 29, 2010
  Category: TVC
  URL: http://www.embracethis.co.uk/

  Neil Hopkins, Communications Manager, explains the thinking behind the Embrace Life campaign.

  “ Embrace Life deals with the non-wearing of seatbelts by both drivers and passengers, which continues to be an issue not only in Sussex, but across the entire United Kingdom and EU, despite many years of high profile campaigning. Sussex Police stop thousands of drivers every year for failing to either not restrain themselves properly, or restrain their passengers properly. In 2008, over 100 Fixed Penalty Notices were issued to drivers who failed to restrain their children properly in the vehicle – and one can only imagine the impact this would have had should those vehicles have been involved in a collision. Our cinematic advert has provoked a strong emotional response in all who have seen it. We have achieved this through a strong emphasis on positive messaging and imagery, rather than relying on shock tactics.”

  Daniel talks about the concept.

  “It was central to the development of the project that we root the concept of wearing a seat belt firmly in the family domain, and create the advert so that it could be viewed by anyone of any age. Children are so important as opinion formers within their family that we felt it imperative to have a child take a pivotal role in relaying our message. One key aspect to the storytelling is that we developed Embrace Life to be non-language specific, so that the message wouldn’t become lost when viewed by visitors to, or residents of, the UK where English might not be their first language.”

  Hear more from Daniel in a radio interview at Brighton 1064 .