Rear Seatbelts: Sudden impact - how can we measure the cost of a life?

In 1991 it became law to wear a rear seatbelt however 6 years on only half of passengers were doing so. Aimed at the general public, especially the younger market the objective was to create a permanent and immediate change in behaviour. With a small budget of ?750,000 the campaign generated much TV and press coverage. Awareness of seat belt publicity rose from 20% to 55%. Observed rear wearing rates went up from 48% to 59%, highest ever reached