Warmer seatbelt warnings

Campaign summary

There has been a steady increase in deaths and serious injuries (DSI) where people weren’t wearing seatbelts on our roads since 2020.

Seatbelts (safety belts) support you in a crash or when the vehicle stops suddenly. Without a seatbelt, front seat occupants can be thrown through the windscreen and onto the road. Back seat passengers can be thrown onto the front seats or the front seat passengers, or can hit the roof.

Wearing a seatbelt reduces the risk of being killed or seriously injured in a road crash by about 40%. If everyone wore their seatbelts an estimated 25 lives could be saved from road crashes each year.

New Zealanders know, that in a crash, seatbelts can save lives or can limit the severity of an injury. However, some still don’t wear them and are reluctant to listen to a seatbelt safety message from the government.

The target audience

The campaign is aimed at young males, aged 18-39 as DSI data shows that they are one of the most at-risk groups for not wearing a seatbelt.

The campaign will skew towards people in rural areas within this age group as data shows that this is where the majority of these DSI’s are occurring.

Research reveals this audience don’t tend to prioritise their own safety; however they do not want to leave those they love behind.

Our approach

Building on the insight that this audience don’t prioritise their own safety the approach reframes wearing a seatbelt as keeping themselves safe for those that they care about.

We’re reminding people why wearing a seatbelt every time they drive is important; it can protect them in a crash but ultimately it will keep them safe for their families and friends.

Using three real young men we have replaced the normal “ding ding” of their car seatbelt warning with a warmer message. We’ve taken their loved ones into a studio to record a new seatbelt warning message, one that reminds them who they need to make it home safe for and why wearing a seatbelt is so important.

Then using hidden cameras we have captured their surprise when instead of hearing the “ding ding” seatbelt warning they hear “Buckle up for us Dad/Son” or “What are you doing mate? Wear that seatbelt”

The campaign

The campaign launched on 18 August 2024 with an initial 7 week flight on digital channels. Digital video (Youtube, TVNZ+), social (TikTok, Facebook, Instagram and Snapchat) and in online game channels (Twitch). In addition to this a partnership with radio network Mai FM will utilise announcer reads and show sponsorships.

Campaign cost

This new campaign is part of the National Road Safety Promotion Programme, which delivers marketing campaigns and education programmes that support, enable, and contribute to reducing harm on New Zealand roads.

The cost to develop and produce this campaign “warmer seatbelt warnings” was $320,701. This includes the production of videos and advertising assets for digital channels.