Shocking portraits of the searing bruises that seatbelts can leave behind after a crash are being celebrated as survival badges of honor, and showing the importance of belting up.
Liam Bethell
Listen beautiful relax classics on our Youtube channel.
Image credits: ourproductionteam
The initiative is part of an NZ Transport Agency (NZTA) campaign to reduce the number of deaths on NZ roads. According to them, 90 people die each year because they weren’t wearing their seatbelt, most of whom are young men in rural areas.
Kahutia Foster
Image credits: ourproductionteam
The confronting portraits are of 10 real-life crash survivors, whose post-crash injuries were recreated by the SFX make-up company PROFX. “A seatbelt really does leave a mark like this,” emergency medical specialist Dr. Natasha McKay, who provided her expertise to the project, explained. “They will save your life, but they will leave you a mark to show how they’ve done it.”
Dion Perry
Image credits: ourproductionteam
The campaign has been shown on billboards around the country, with the survivors releasing emotional videos that tell their story. The aim is to get people sharing their own survival stories, stressing the positive impact of seatbelts and the joy of being alive to tell the tale.
Dan Mason
Image credits: ourproductionteam
NZTA, who worked closely with marketing communications company Clemenger BBDO, was looking to change the attitudes of some men, who view the seatbelt as an optional extra rather than a life-saving necessity. “We’re selling an undesirable product to these guys,” spokesperson Rachel Prince told Designboom. “Research told us they think seatbelt messages are for kids, for the elderly, for everyone else. We worked with them to make the undesirable something they wanted to buy.”
Rick Haira
Image credits: ourproductionteam
Dylan Chirnside
Image credits: ourproductionteam
Willy Carberry
Image credits: ourproductionteam
James Mcdonald
Listen beautiful relax classics on our Youtube channel.
Image credits: ourproductionteam
Will Giles
Image credits: ourproductionteam
James Liberona-Feek
Image credits: ourproductionteam
Check out some of the survivors’ hard-hitting and emotional videos below
Image credits: NZTransportAgency
Image credits: NZTransportAgency
Image credits: NZTransportAgency
Image credits: NZTransportAgency
Here’s what people had to say – many shared their own stories
Source: boredpanda.com