I have recently seen this advert entitled 'Embrace Life'. I think that it's really clever.
It does not use any negative reinforcement. There's no blood, no image of a slumping child, in fact nothing shocking at all. Its just beautiful.
Yet its message is sbold, trong and effective.
I am told that the concept of this ad was thought up not be an ad guru, but a normal bloke who felt very strongly about this issue and who got in touch with his local road safety agency, Sussex Police, I think. The film has now swept around the world in the best spirit of the interweb.
I am and always have been particularly poor at remembering to wear a seatbelt in the past, but I think this ad really does carry a message about who wants you safe. Your loved ones.
I am not sure I am completly cured of my habitual unrestrained style of driving, but will reflect on this ad whenever I remember to clunk click every trip.