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Adverts aim to shock drivers into wearing seatbelts

4th November 2008

A new series of adverts has been launched to help highlight the often fatal consequences of not wearing a seat belt.

The new Think! campaign which cost £2.6 million to put together and illustrate the damage done to internal organs by people failing to belt up.

There are three separate crashes shown on the adverts which all involve situations where people did not wear a seat belt and suffered the consequences.

Jim Fitzpatrick, road safety minister, said: "Every day someone dies simply because they are not wearing a seat belt. That's a tragic waste that could be avoided if everyone took the simple step of belting up whenever they got in a car."

Mr Fitzpatrick said that he hoped the hard hitting campaign would make everyone realise the risk they are taking by not wearing a belt.

While it is essential for all drivers to wear seatbelts, it is also important for them to remember to ensure they have sufficient car insurance cover.

According to the research which the adverts are based upon people are less likely to wear seatbelts when they are travelling at low speed, and on short journeys on familiar roads.

The government aims to reduce the number of people killed or seriously injured in road accidents by 40 per cent by 2010. ADNFCR-1602-ID-18857260-ADNFCR