creative director / art director
Turning the wounds left behind by seatbelts into badges of honour.
Client : Waka Kotahi (NZTA)
Young New Zealand males don’t see the point of wearing seatbelts. They think they’re for kids. The elderly. The weak.
To prove seatbelts are a tool worth using, we turned the marks left behind by seatbelts in a crash into badges of honour. Real crash survivors; real injuries; recreated and captured in-camera.
With targeted outdoor placements and grassroots PR in their own communities, the survivors have sparked conversations within their own neighbourhoods, becoming hometown advocates for the campaign. Delivering our message to 498,000+ young NZ males – 75% of our audience – in just two weeks.
beltedsurvivors.nz