PRINT/OUTDOOR - IRISH (Public Awareness & Political Party)

Seatbelt Ribbon - The Road Safety Authority - The Road Safety Authority JPG
Seatbelt Ribbon - The Road Safety Authority - The Road Safety Authority JPG
Seatbelt Ribbon - The Road Safety Authority - The Road Safety Authority MP4 10s

Seatbelt Ribbon - The Road Safety Authority
The Road Safety Authority

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Seatbelt Ribbon - The Road Safety Authority - The Road Safety Authority

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Title: Seatbelt Ribbon
Brand: The Road Safety Authority
Product: The Road Safety Authority
Entrant Company: BBDO Dublin
Agency Network: BBDO
Client: The Road Safety Authority
Creative Director: Shane O'Brien
Art Director: Rob Boyle
Account Director: David Power
Account Manager: Daniel Harnett
Other: Agency Producer - Andrew Counihan
Other: Digital Producer - Georgia Stevenson
Other: Digital Editor - Eoghan Reidy
Other: 3D: LeandroPeres.pt - Collective of Creative Artists
Other: Communications Manager RSA - Brian Farrell
Notes: This campaign's aim was to draw attention to the shocking fact that 1 in 4 drivers and passengers killed on Irish roads in 2020 were not wearing a seatbelt. We wanted to remind people to wear their seatbelt in a simple and impactful way, but also to be respectful to those who have lost their lives on the road. To do this we borrowed the iconography of cancer and AIDS awareness ribbons as shorthand for the seriousness of the problem while using the seatbelt material for an instant 'get'. The copy urges us to 'Never Forget' both to wear a seatbelt and those who have lost their lives on the road.