In February 2017, the RSA launched a digital campaign focusing on the misuse of seatbelts by women. The campaign entitled “Get This Season’s Killer Look”, is aimed at discouraging women from wearing their seatbelts under their arm, which can cause horrific injuries in the event of a collision.
A study of 300 women aged 17 to 34, undertaken in 2016 by Behaviour & Attitudes, on behalf of the RSA found that:
- 28% admitted to misusing a seatbelt by wearing it under the arm, rising to 35% among younger women.
- 53% of those interviewed said that their friends wore the seatbelt under the arm
- The main reasons cited for wearing the seatbelt under the arm were to relieve neck tension (49%) and for general comfort (47%).
- 9% said it was to protect their tan, or 7% to protect clothing.
- While seatbelt compliance is consistently very strong among young females, it is not universal: e.g. 23% do not always wear a seat belt as a rear passenger.
The campaign features primarily on online in a bid to reach young women where they spend the majority of their free time. It will be fronted by a 30 second ad that will be deployed on ‘Video On Demand’ (VOD) platforms. The “This Season’s Killer Look” Public Service Advert is centred on a young model, posing for a fashion shoot in a glamorous car.
As the shoot progresses, the model puts on her seatbelt and places the belt under her arm. Suddenly, the model is thrown violently forward and the scene switches to an eerie x-ray world where we see clearly the devastating injuries sustained in a collision. When we switch back to reality, we see the model is wearing a neck and body brace and has scaring on her face. Lifelong injuries now replace her glamorous look.
The campaign slogan invites viewers not to get - ‘This Season’s Killer Look’ – by never wearing a seatbelt under the arm.
If a seatbelt is found to be uncomfortable, it is advised that the height of the belt is adjusted on the anchor point on the door frame or the seat position and height is adjusted.
The campaign slogan speaks of ‘This Season’s Killer Look’, however the look in question; it’s not glamorous, it’s not desirable, but it is attainable; if you don’t wear your seatbelt correctly. In fact, injuries to the body following improper seatbelt use could include severe facial scarring, and in some cases blindness, brain injury, neck spinal injuries and damage to teeth.
This campaign was supported by stellar magazine and number of social media bloggers. See the advert in full below.