Department of Environment - Northern Ireland - Road Safety: 'Damage' campaign - no seatbelt, no excuse

Campaign to reduce the number of road fatalities in Northern Ireland by encouraging the use of seat-belts. Objective: ultimately, to save lives. To achieve awareness and a shift in attitudes and behaviour. Target audience: 16-34 year olds. The strategy needed to communicate the message that it was cooler to wear a seat-belt than not. A show-and-shock strategy was adopted. Media: TV (60 second), cinema. Drive time radio, car park barriers, petrol pumps. Evaluation: a 96% awareness achieved amongst target group, an increase from 84-88% in seat-belt wearing. 93% of 16-34 year olds claimed the campaign had influenced them.