Advertising campaigns

The CLIP EVERY TRIP road safety campaign

Overview

This new seatbelt campaign is the first road safety campaign in NSW to use an animated CGI effect in a commercial. The seatbelt is portrayed as the drivers’ friend and it comes to life, ‘whistles’ and gives a friendly tap on the driver’s  shoulder to remind the driver to always wear a seatbelt. The campaign is aimed at encouraging all drivers and passengers to correctly use their seatbelt for every trip they make, no matter how short the trip is or how well they may know the local roads. This is because seatbelts double your chance of survival and reduce the severity of injury in a serious crash.

The campaign is especially targeted to residents in rural communities including farmers and tradesmen. Aboriginal residents and their communities are also included in the campaign. 

The non-use of seatbelts remains one of the four major behavioural factors associated with road trauma and the non-use of seatbelts is also a major cause of injury and death amongst Aboriginal people in New South Wales.

The CLIP EVERY TRIP Seatbelt campaign was aired on 30 January and 8 May 2011.

Behavioural issues and facts and figures

In NSW during the period 2005-2009, there were 302 people killed and 2,379 people injured in New South Wales who were not wearing their seatbelt.

The nature of work, driving and lifestyle in rural NSW has meant that some drivers overlook the need to always use their seatbelt and this can have serious consequences in the event of a serious crash or rollover, especially on high speed rural roads. At least one in five drivers killed on country roads over this period were not wearing a seatbelt.

Crash data analysis for the five year period 2005 to 2009 shows that 80 per cent of unrestrained occupant fatalities occurred on country roads. 71 per cent of fatalities were drivers and 78 per cent were males.

Aim

• To reinforce the use of seatbelts at all times.
• To launch a new seatbelt tagline as a regular reminder to vehicle occupants, particularly to country residents to always wear a seatbelt.

Target audience

Primary

Rural male drivers aged 30 – 50 years residing in country non-urban and regional towns.

Secondary

Rural drivers and all passengers residing in country non-urban and regional towns.

Key message

Wear your seatbelt – 'Clip every trip'.

Campaign media

The campaign uses regional television as the key media channel supported by radio, roadside billboards, print, and online advertising. The key campaign message is ‘Clip Every Trip'.

Evaluation

The campaign is being evaluated throughout the campaign periods to determine the campaign effectiveness and highlight any areas that can be developed to further ensure its success in future periods.