Marketing is mostly about changing behavior, and changing behavior is mostly about finding and communicating the proper motivation. For decades safety groups all over the world have been trying to motivate audiences to wear seat belts, but an alarming percentage of the population still refuses to do so on a regular basis.
I’ve always felt that one reason is that many people just don’t take their own safety all that seriously. On the other hand, I’ve also felt that getting people to think about the impact their death would have on their family just might provide the missing motivation. Personally speaking, a big motivator for me to wear a seat belt has always been that I don’t want my family to live with the thought that my last act in life was a moronic one.
Maybe that’s why I was so knocked out by this provocative TV commercial from the Sussex Safer Roads Partnership in England. The unusual format grabs your attention, the brilliant blend of super-slo-mo visuals and mesmerizing music reels you in, and the cleverly powerful ending brings a smile to your face–and perhaps even a tear to your eye and a lump to your throat.
All I can say is that if this doesn’t motivate you to wear a seat belt, you must not have a family. Or a car.