THINK! seatbelts campaign to run on TV and radio

A fresh burst of TV and radio advertising designed to increase seat belt wearing among adults will break next week.

The primary target audience for this burst of advertising is young men aged 17-24 who are least likely to wear a seat belt - though there is a tendency among adults of all ages to sometimes not wear a seat belt on short journeys, particularly in the rear of vehicles.

Transport Research Laboratory (TRL) research conducted in April 2004 shows that around 93 per cent of car drivers and 94 per cent of front seat passengers wear a seat belt. In the rear, however, only 66 per cent of adult passengers wear a belt.

The Backwards television commercial shows the aftermath of a car crash in which three young male occupants are not wearing seat belts. The film then goes into reverse - back to the point where the men get into the car. This time they put their seat belts on and during the same crash are not hurt.

The Stop radio commercial lists items in a car that might stop anyone not wearing a seat belt in a 30mph crash – like the windscreen, dashboard, another passenger, or if thrown clear, the road.

The campaign will run on national television 26 July – 1 August and national radio for seven weeks between 16 August and 14 November on a week on week off basis.