Have You Clicked?

The Framework contains six commitments relating to seatbelts and seatbelt compliance and this campaign addresses a number of them. Partners for both the public and private sector are displaying the logo, Road Safety Scotland is developing a social marketing campaign, and ACPOS have agreed to include seatbelt-compliance as part of all other campaign activity throughout the year.

Research, including Dr Simon Christmas’s paper, “Strapping Yarns”, stated that one in three people who die in cars are not wearing seatbelts and, furthermore, that about half of them could be saved if they had worn them. When these calculations were applied to Scottish data, it was estimated that 26 lives each year could be saved if we could persuade everyone to belt up every time they got in a vehicle. The paper highlighted that there were specific target audiences for any campaigning activity: males, particularly young males; company car drivers; van drivers; and rear-seat passengers. It also stated that an important issue to be addressed was that of inconsistent use of seatbelts, rather than a fundamental option for non-wearing.

Using this, and guided by Scotland’s Road Safety Framework, Road Safety Scotland approached the Strategic Partnership Board with a proposal to initiate a year-long focus on seatbelts, and this was agreed. The minister was also very supportive of the idea.

Creative teams were briefed to produce a campaign brand, and “Have You Clicked? and “I’ve Clicked!” were selected from a number of options. The initiative was launched in Edinburgh on 19 April to coincide with an ACPOS seatbelts campaign day and a substantial amount of collateral bearing the campaign logo has been distributed to public and private sector partners and the general public. This includes such items as: seatbelt wraps; flashcards; internal and external vehicle stickers/decals; and posters (one each for van, taxi, and private hire drivers, and a generic one). The Scottish Government also purchased nine seatbelt sleds, or ‘convincers’ for local road safety units/partnerships to use at events across the country.

A social marketing campaign, with a TV/cinema advert at its core, is being supported by radio and online advertising. The ad was shot in July 2010, with an airdate of 16 August for TV and 30 August for cinema.