NZTA urges young men to 'belt up and live on' in portrait series
Created by Clemenger BBDO, the campaign challenges preconceptions about the 'manliness' of seat-belts.
The New Zealand Transport Authority has launched a striking poster campaign, which depicts the distinctive injuries sustained by seat-belt wearing survivors as 'badges of honour'.
Created by Clemenger BBDO Wellington, Belted Survivors aims to redraw the complicated relationship that young men have with seat-belts. Despite the sobering statistics - some 90 people, many of them young men, die each year from road traffic injuries caused by not wearing a seat-belt - the male perception of buckling up is still that it's somehow 'unmanly' or overly restrictive.
Liam Bethell was T-boned by a truck 200 metres from home. His seat-belt saved his life.
In an attempt to prevent more unnecessary deaths, the agency teamed up with Vice to track down 10 individuals who survived crashes thanks to their seat-belts. Using a combination of makeup and CGI, their wounds were recreated and highlighted like battle scars for a series of portraits [below].
The painstaking process of recreating each survivor's injuries was documented in a series of 30-second video clips, hosted on the Belted Survivors site.
Alongside the portraits of the men and their 'date of survival', you can read the back stories to the accidents and details of the graphic injuries sustained. They include Liam Bethell, above, who was 'T-boned by a truck 200 metres from home' and spent ten days in a coma before waking up just in time for the birth of his daughter.
To view the stories in full, visit the campaign website.