Police use new commercials to highlight absurdity of not wearing a seatbelt, South Australia

South Australia Police are using a new state-wide road safety campaign to encourage people to wear a seatbelt.

Set to launch this weekend, the new “Smarten Up, Buckle Up,” commercials are aimed at the minority of the population who still aren’t wearing a seatbelt.

South Australia Police have recently launched multiple road safety campaigns, including TV commercials for drug and drink driving and motorcycle safety.

These campaigns have been using different approaches to influence behaviours, guided by research that determines what style of message will be most effective.

This time, South Australia Police is taking a satirical approach to help engage with the issue and highlight the absurdity of choosing not to use a proven life saving device.

As one of the Fatal Five offences, seatbelts are still a prominent issue in South Australia, and the message from police is simple: wear your seatbelt, because it could save your life or prevent serious injury.

Superintendent Bob Gray, Officer in Charge of the Traffic Services Branch, believes there is no excuse for not wearing a seatbelt.

“In 2019, 114 lives were lost on our roads,” he said.

“And 15 of those fatalities were due to an individual making the deliberate decision to not wear a seatbelt.

“That’s 15 people who died because they chose not to buckle up.”

Minister for Police Corey Wingard also believes seatbelts are vital.

“Seatbelts are a no-brainer. Wearing them saves lives, it’s as simple as that,” he said.

“We know that failing to wear a seatbelt is one of the Fatal Five offences. The fact that in 2020 we still need to remind people of their importance is flabbergasting.

“Buckle up and stay safe.”

The “Smarten Up, Buckle Up” campaign will officially commence on Sunday 9 February and will include advertisements for regional and metro radio, buses and billboards, as well as social media.

You can preview all of the videos on the SA Police News YouTube before the official roll out:

/Public Release. The material in this public release comes from the originating organization and may be of a point-in-time nature, edited for clarity, style and length. View in full here.