Seatbelt ‘Damage’ Campaign Amber (Xueying Liu)
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Seatbelt ‘Damage’ Campaign
Amber (Xueying Liu)
§ 13th June, 2001
§ Department of the Environment (NI) & National Safety Council (ROI)
§ Seatbelt for drivers: 84% in Northern Ireland
§ Passenger seatbelt and rear seatbelt: 20% in ROI; 65% in NI
§Campaign objectives:
§ Top-of-mind awareness for seatbelt-wearing
§ Measurable attitude improvements towards seat-belt-wearing, by increasing the perception that not wearing a seatbelt is “very socially irresponsible”
§ Increase seatbelt-wearing rates
§ Save lives
§ Target Audience: 15-34 year olds
§ Competitive Environment：§ Social Individualism
§ Sociability Needs
§ Youth Culture Peer Pressure:
§ Creative Strategy§ Killer; not a personal choice
§ No Seatbelt – No Excuse
§ Media§ Broadcast media (TV); Print Media; Other: outdoor/ cinema
§ Damage campaign
§ It could be interpreted in different way
§ Fear appeal, too tragic
§ Lack of outdoor advertisement where young people will go. E.g. school parking lot
NO SEATBELT NO EXCUSE
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