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Polish Seatbelt Campaign
The first national seatbelt
campaign started in the middle of September 2005 in Poland. On the basis of
the research results the target group are young people (18-25) and the
message is addressed mainly to those sitting on the back seat. Dramatic but
not drastic, it shows that a crash may occur any time and everywhere and
that not using the seatbelts has a dreadful outcome.
The slogan is "the last bash" when a young man, unfastened on the rear
seat, bashes out through the windshield for the last time in his life.
The campaign media include TV,
radio, billboards, posters in clubs, discos ect., bus backs and there is
intensive PR envelope. The TV and radio spots narrate what happens inside
the car.
The outdoor is complementary and shows the same situation as viewed from the
outside.
The campaign ran in September – October 2005; it covers all the country and
is supported by step-up enforcement of the seatbelt use by the police.
An umbrella logo (turn on thinking) was inaugurated and will be used in future road safety campaigns. Once finished the campaign will be subject to qualitative and quantitative evaluation. The campaign website www.pasybezpieczenstwa.pl includes a knowledge base, the commercials and a seatbelt simulator.
Evaluation results show that 93% of the targeted audience, i.e. young people between 19-24 years old, was reached. As a result, the declared utilization rate of seatbelts in the back seat increased from 34 to 66% while the observational study shows an overall growth in seatbelt use including the increase from 38% to 50% in the back and from 74% to 84% in the front. A 10% percent decrease in fatalities was recorded in the campaign time, which is traditionally the period with the highest crash fatality rate in the country. The project is a serious candidate for the national prize for the most effective public sector campaign in Poland.
Polish Seatbelt Campaign.pdf (size: 1,09 MB)
Seatbelt TV.avi (size: 10,3 MB)
Outdoor
Poster
