South Australian Police: Cigarette Pump

Failure to wear a seatbelt is one of the leading causes of road fatalities in Australia. Approximately 20% of drivers and passengers killed in crashes are not wearing seatbelts. Unrestrained drivers and passengers are 8 times more likely to be killed in a crash. Wearing a seatbelt reduces the risk of fatal or serious injury by up to 50%. Despite these facts, a large number of Australians continue to not wear seatbelts. Which made us ask, are they just stupid?
Agency: kwp!, Adelaide

Tradition messaging was not getting through to these seatbelt avoiders. Rational reasoning and shock and awe imagery had become ineffective. So we decided to target their intelligence by aligning not wearing a seatbelt with other stupid things people do in and around cars. The resulting campaign was not stuff we made up, it was based on real content we found with real people doing some really stupid things. The unexpected approach cut through the complacency with a strong call-to-action… Smarten up. Buckle up.