Seatbelt outdoor billboard and slogan campaigns

The outdoor billboard concept depicts a crushed windscreen with the slogan, "No Belt. No Brains." Qualitative research conducted during the creative process found the crushed windscreen to be impactful and attention getting. The "No Belt. No Brains." slogan positions non-wearers as thoughtless. It reinforces the damage that can be caused by not wearing a seatbelt.

The slogan has potential to become part of everyday language and is easy to understand. Research respondents found this slogan to be short, to the point, catchy and prompted them to question the extent to which non-usage is stupid and selfish.

Outcomes / Benefits of Campaign

The key outcomes and benefits of the Occupant Restraint Public Education Campaign are:

• Increased awareness of the safety benefits of seat belts in perceived 'low risk' driving situations.
• Increased awareness that non-wearer's perception can put other vehicle occupants at risk of serious injury.
• Increased awareness that seatbelt penalties are significant, especially at times of double demerit operations and that police are enforcing these.
• Greater support and correct restraint use by the community at large.