Here's an unpleasant if novel way to recommend the use of seat belts: Show people detailed instructions on dealing with injuries from not wearing one.
Gyro's Dubai office did just that in a new campaign to educate people about the importance of wearing seat belts in the backseat of cars. The campaign, for a charity called Buckle Up in the Back, takes the form of instructional guides—"How to Get Around in a Wheelchair," "How to Change Your Colostomy Bag"—for dealing with injuries you can sustain from not wearing a seat belt.
The guides are being tucked in the the seat pockets in the backs of taxis and rental cars in the UAE, where people will probably wish they didn't see them. The tagline is: "If you don't wear a seat belt, you're going to need all the help you can get."
"Instead of just telling people they are wrong for not buckling up, we decided to accept that people are ignoring these kinds of public health messages and give advice of how to deal with the day-to-day consequences of life without seat belts," said Gyro Dubai creative group head Neil Harrison. "These guides illustrate a very realistic and unfortunate future that can easily be avoided by buckling up."
Guides and credits below.
Client: Buckle Up in the Back
Agency: Gyro Dubai
Executive Creative Director: Gui Rangel Account Director: Anna Start Planner: Mark Haycock Group Head/Copywriter: Neil Harrison Art Directors: Charlotte Morand and Moses Anthony Illustrator: Moses Anthony