"A terrible idea": Car crash survivors react to quotes once said about the invention that saved their lives. After Volvo Cars invented the three-point safety belt in 1959, its … read moreintroduction sparked debate among media and the public. But to date it’s been credited with saving more than a million lives worldwide. The premium carmaker now highlights this in a new brand campaign, by letting car crash survivors read what people said about the safety belt in the past. And it sounds eerily familiar even today. In the main campaign film, shot entirely in black and white, we meet real car crash survivors from all over the world and hear their emotional stories about the accidents and how they were saved thanks to the safety belt. In the end, we learn that Volvo has introduced a speed cap in all their cars during 2020, and is about to introduce in-car cameras to prevent intoxicated and distracted driving. Both of them are inventions that have sparked debate. The campaign was made together with creative collective Forsman & Bodenfors in Sweden. It’s part of a larger communication theme, in which Volvo during a period of time highlights safety from different perspectives, using all kinds of assets and media, including PR. Recently, a campaign featuring Swedish actor Fares Fares showed Volvo's active safety technology through the eyes of a family with small children.
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