Road Safety Authority Ireland: What Do You Think Will Happen

This campaign from BBDO, Dublin, for Ireland's Road Safety Authority encourages drivers to ask their passengers, both in the front and rear seats, to put on their seat belt before setting off. As the driver of the car, they have the power and authority to tell anyone travelling with them to belt up. Analysis conducted by the RSA of all rear seat passengers involved in fatal collisions between 2008-2012 showed of the rear passengers not wearing a seat belt 45% were killed, and 55% survived, while of the rear passengers who were wearing a seat belt, 22% were killed, and 78% survived. Analysis of rear seat fatalities in passenger cars from 2009 to 2017, where seat belt wearing is known, 42% were not wearing a seat belt. Lena Beug of Red Rage Films directed the new spot for the RSA for BBDO Dublin. Lena was born and raised in Kinsale Co Cork with no TV in the house. After briefly studying both fine art at NCAD and Law at Trinity College Dublin, she moved to New York City in the mid 90s and ended up with an internship at in the graphics department at MTV.