In the light of people not wearing seatbelts, horrific portraits of real-life crash survivors were posted to show people how a seatbelt can save their lives.
Over the years road accidents have increased by leaps and bound. One of the many reasons being disobedience towards traffic rules. According to statistics, more than 55% percent of the passengers sitting in the driver's seat was killed because of an unfastened seat belt, in the States. However, these alarming rates are nothing as compared to the years before as drivers have been wearing a seat belt 16.5% more since 1994.
Although seatbelts prevent one from being injured fatally it also leaves behind searing bruises in the event of a crash. These marks are a horrid reminder of the nightmare that these victims have been through. But a number of astonishing portraits have been going viral where these survivors are wearing these seatbelt marks as a survival badge of honor. Through this, they are trying to emphasize the importance of wearing a seat belt.
This innovative and inspiring initiative is a part of NZ Transport Agency (NZTA) campaign who's prime focuses is to reduce the number of deaths that happen on the NZ roads. According to their data, about 90 people die every year only because they didn't have their seat belts on. Most of these victims were estimated to be young men residing in rural areas. To create an awareness among these people they have created portraits with the help of 10 survivors of a road crash.
SFX make up company helped them to replicate the bruises caused right after the accident. These shocking portraits will surely remind you to wear a seatbelt no matter what. An emergency medical specialist, Dr. Natasha McKay provided her expertise in this project. Talking about the impact of a seat belt she says, “A seatbelt really does leave a mark like this. They will save your life, but they will leave you a mark to show how they’ve done it.”
These images have been put up on billboards all around the county to warn people of the consequences of not wearing a seatbelt. Apart from this, the survivors have also released emotional videos in which they talk about their respective experiences. The main motive behind releasing these videos was to spread the positive word about how seatbelts saved their lives and sharing their joy of being alive to tell this tale themselves.
NZTA worked closely with Clemenger BBDO, a marketing communications company, to try and change the carefree attitude of some when who regarded seat belts as an option rather than a necessity. According to their research, these men thought that these messages regarding seatbelts were for kids or for the elderly. Basically everyone else apart from themselves. Through this campaign, they are trying to make these men buy an undesirable product that could save their lives.
Willy Carberry survived a car crash back in 2014. He rammed his car into a power pole at great speed after which the car toppled-over to its side. The only reason he survived this dreadful accident was due to the seat belt that he had fastened before switching his engine on. Willy also had a bruised belt mark across his chest to prove it. This was used to send a positive message to all the car drivers.