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Road Safety Authority – Seat Belts

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In Ireland 42 per cent of rear seat passengers killed in the last decade were not wearing a seat belt. 

Much of the responsibility lies with the driver but research shows that male drivers aged 17-24 seem to fear ‘social death’ more than actual death. They're afraid that if they ask someone to belt up they'll be ridiculed. This work challenges that fear head-on. 

Airing across Irish TV, VOD, social, press and OOH the droll spot was directed by Lena Beug through Red Rage Films and features a driver imagining the various ways in which he’s going to look daft if he asks his chums to use their seat belts.  

All of his fears – intimidation, emasculation, judgement, exclusion – are depicted in various droll ways until finally the potential actual physical consequences of not wearing a seatbelt are shown, as his friend is thrust forward, as though in a lethal head-first crash. 

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