Belted Survivors.
- Waka Kotahi | NZ Transport Agency -“The seatbelt just turned badass.”
“Dudes dig scars. And now seatbelts.”
Turning the wounds left behind by seatbelts into badges of honour
Live hard. Crash harder. Staunch young males make up the majority of New Zealand’s unrestrained crash fatalities. They reckon seatbelts are for kids, the elderly, the weak.
To change their minds, seatbelts needed a tough new image.
Real crash survivors proudly wore their seatbelt wounds as badges of honour, turning the visceral signs of a crash into powerful symbols of survival. And proving there’s nothing soft about a seatbelt.
The boys’ pics hit eyes and feeds everywhere. Knowing these guys lean into gnarly shit, the survivors displayed their graphic marks of survival where they’d hit our audience hardest: outside pubs; through VICE; on their own feeds. Their ten stories recruited hundreds more, inspiring Belted Survivors everywhere to share images of their own seatbelt marks – and challenging their mates to make the right call too.
Belted Survivors hit our audience hard and fast; shifting 74% of their attitudes towards seatbelts.
