Arrive Alive South Africa: Buckle Up And Be There - Proposal

In the last two years, the death toll on South African roads has increased dramatically. Transport Minister Dipuo Peters recently commented on the shocking "reckless usage of the roads' after almost 300 people died in motor accidents over the 2015 Easter weekend. Non-use of seat belts contributed significantly to these numbers, but also to the total number of road deaths throughout the year. This, together with Arrive Alive website's information stating that countries with higher seat belt wearing rates have lower road death numbers, inspired Y&R South Africa to take action.

We needed to come up with a hard-hitting campaign to remind people of the importance of wearing seat belts. Motorists know that they should be wearing seat belts, but they often fail to see the tangible benefits to do so. We needed to find an emotional reason why people should buckle up. Something that shows a relatable, positive benefit to wear your seat belt, instead of just another shock tactic.

So for our campaign, we demonstrated that when you wear your seat belt you are able to be there for all those special moments in your life, both big or small. Whether it’s your daughter’s graduation, being proposed to, or watching your son play a soccer match. Because you wore your seat belt, you and your loved ones were brought closer together. And it’s those two seconds it took to buckle up that will result in a lifetime of memories. Those two seconds that ensured that you arrive alive.