'Embrace Life' short listed for CIHT award
A film to encourage people to wear seats belts has been short listed for a CIHT road safety award.
‘Embrace Life’ was launched in January 2010 by the Sussex Safer Roads Partnership (SSRP).
Developed to tackle the number of people killed or seriously injured in Sussex through failing to wear their seat belts, the campaign has now had more than 5.2 million views globally.
The campaign features no blood, gore or shock tactics; instead it comprises strong, iconic imagery and a graceful score.
Embrace Life has been short listed for the Chartered Institute of Highways and Transport/Atkins Road Safety - Reducing All Casualties award, which will be announced on 16 June. The other contenders are a casualty reduction scheme on the A14 and a review of Norfolk’s rural road network.
Neil Hopkins, communications manager for the Sussex Safer Roads Partnership, said: “We wanted to create a campaign which offered viewers a different perspective on road safety, something which we hoped would engage people on an emotional level and create real behavioural change to reduce the number of people killed and seriously injured on our roads.”
Click here to see the film on YouTube.
Contact Neil Hopkins on 07739 437581 for more information.
Scotland's lower drink drive limit
Watch the new public information film
Women and drink driving: a growing problem?
A report published earlier this year highlighted the growing proportion of all drink driving convictions received by women - up from 9% in 1998 to 17% in 2012. More... Features archive...
You can’t just tell a driver to drive better
Steve Lewis explains why the best time to invest in the ‘nut holding the wheel’ is not just before they hit a tree or ditch. More... Comments (21) Opinion archive...
Academy news /
Drink driving /
Driver tiredness /
Driving at work /
Drug driving /
General news /
Mobile phones /
Research & evaluation
RSGB news /
Statistics & data /
Vehicles & Technology /