Seatbelts campaign unveiled

The THINK! team has unveiled details of a television and radio advertising campaign highlighting the importance of wearing a seatbelt. The commercials will be on air from 23 February - 26 March.

'Stop' - the seatbelts radio commercial - will run for two weeks from 23 February - 7 March. This will be followed by three weeks of television advertising. To support the campaign the seatbelt website, www.thinkseatbelts.com, is also available.

"The aim of the campaign is to tell drivers and passengers of the importance of wearing their seatbelt, both in the front and the back of a vehicle," says Dawn Lauder, assistant publicity manager. "This is based on the insight that the real crash happens inside the car – the impact with the screen, dashboard, and other passengers.

"The strategy also seeks to target short trips at low speeds in urban areas, as it is often on these types of journeys that drivers don’t belt up," Dawn Lauder adds.