Northern Ireland has historically suffered from a terrible affliction: A massive death rate on the roads. The challenge was to increase seat belt compliance and thereby reduce the number of injuries and fatalities when cars did collide. Research among the core target audience of adults aged 16-24 revealed that the factors that would make them put on a seatbelt would be the prospect of killing a family member or friend. TV would have to be at the heart of a message that was summed up by a direct message: "No Seatbelt - No Excuse". Find out more...

Reduce the number of deaths and serious injuries caused by road accidents by getting more drivers and passengers to wear seatbelts. Change attitudes to seatbelt wearing to make it socially unacceptable not to buckle up.