SEATBELT buckles on shopping centre doors and painted on the outside of buildings formed part of Gatecrasher Advertising’s media strategy for the Office of Road Safety ‘Restraints’ campaign.
Press, television, radio and outdoor advertising aimed to increase seatbelt use by men aged from 18 to 24 living in regional Western Australia.
Gatecrasher director of client services Tony Scampoli said research showed a very low percentage of young males in regional Australia used seatbelts.
“Our TV campaign quotes the figure that one in three deaths involves people not wearing a seatbelt,” he said. “Young males are particularly difficult to communicate to using traditional media. They tend to be far more media savvy and tend to be more cynical. They also think their own driving skills are far better than they really are.
“We added things like building wraps on high-profile sites in Albany, Geraldton, Kalgoorlie, and Bunbury because we know that they go into the centre of town to do their shopping and to socialise. We put the image of the seatbelt buckle on the shopping centre doors. When they closed it said belt up and it was a gentle reminder that when people get in the car to belt up.”