Belted Survivors
Turning the gnarly wounds left behind by seatbelts into badges of honour
Creative Concept / Copywriter
NZ Transport Agency
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Lürzer's Archive
Cover of Vol. 2-19
Print of the Week
Contagious Magazine
Campaign of the Week
Poster House, New York
Selected to feature in their
Living Archive collection
BestAds
Pick of the Week— Print
Tough Kiwi lads think they’re tougher than a seatbelt.
Live hard. Crash harder. Staunch young males make up the majority of New Zealand’s unrestrained crash fatalities. They reckon seatbelts are for kids, the elderly, the weak.
Seatbelts needed a tough new image.
Real crash survivors proudly wore their seatbelt wounds as badges of honour. Turning the visceral signs of a crash into powerful symbols of survival. And proving there’s nothing soft about a seatbelt.The boys’ pics hit eyes and feeds everywhere. Knowing these guys lean into gnarly shit, the survivors owned their graphic marks of survival where they’d hit our audience hardest: outside pubs; through VICE; on their own feeds. Their ten stories recruited hundreds more. Inspiring Belted Survivors everywhere to share images of their own seatbelt marks – and challenging their mates to make the right call, too. Seen by 5.4x NZ’s population in just two weeks, it hit our audience hard and fast; shifting 74% of their attitudes towards seatbelts.
The survivors were first to share their images with the world.
They also shared the things they lived on for, in their own words.
Seen by 5.4x NZ’s population in just two weeks, Belted Survivors hit our audience hard and fast. Shifting 74% of their attitudes towards seatbelts.
"…unexpected, shocking, and instantly understandable. In a time when so many OOH ads look the same, these were visual exclamation points. We are so excited to have them in our permanent collection."
Angelina Lippert—
Chief Curator,
Poster House New York
