How many of us have heard “Click It or Ticket” more times than we can count? The message may be a good one, but we believe it’s a bit overused. Thanks in large part to this campaign, the public does realize that if you don’t wear your seatbelt, you risk getting pulled over and ticketed. Unfortunately, the threat of paying a fine is no longer getting the job done.
That’s what advertising agency Gyro Dubai must have thought, too. Rather than give another list of statistics about how dangerous it is to not wear a seatbelt, they just assumed you’ve made the choice not to – kind of a risky move for a safety campaign. UAE-based charity “Buckle Up in the Back” is spreading a unique message in a way that gets right to the source. They have placed informational guides in the backs of taxis and rental cars, offering advice on how to live after having sustained injuries from a car accident. The tagline, “If you don’t wear a seatbelt, you’re going to need all the help you can get,” emphasizes the solemnity of the issue even further.
Similar to the graphic images of The Real Cost campaign, Buckle Up in the Back highlights the not-so-pretty reality of what can happen if you don’t wear your seatbelt. “How to Change Your Colostomy Bag” and “How to Get Around in a Wheelchair” are just two examples of topics you can read about while riding in a taxi through Dubai.
Through this campaign, passengers are presented information they have not seen before, capturing their attention with curiosity. Buckle Up in the Back is letting the people of Dubai know that wearing a seatbelt can save them from some very real consequences.