The campaign titled Damage' is aimed at encouraging car users to wear their seatbelts.

'Damage' is the third cross border road safety campaign in the past two years, jointly commissioned by the National Safety Council and the Department of Environment, in Northern Ireland, and supported by AXA Insurance.

The 'Damage' campaign has been designed to show that not wearing a seatbelt is one of the most selfish acts that any road user can commit. Without a seatbelt 3 out of 4 people will be killed or seriously injured in a 30mph head-on collision. Further, it is estimated that seatbelt wearing could reduce road fatalities and serious injuries by 40%.

Mr. Bobby Molloy, T.D., Minister of State at the Department of Environment and Local Government said: 'We have set a target of 85% for front and rear seat passengers, which if achieved could result in saving an additional 30 lives each year.

We have a long way to go to achieve this level, as the most recent National Roads Authority survey indicates that only 57% of drivers and front seat passengers wear seatbelts and is as low as 20% for rear seat passengers. The introduction of on-the-spot fines for non-wearing of seatbelts will, I hope, have had a significant effect by the time of the next survey and advertising campaigns such as Damage' will contribute towards the achievement of very high seatbelt wearing rates".

Northern Ireland's Environment Minister, Mr. Sam Foster, highlighted some frightening statistics: "In Northern Ireland one in seven drivers and front seat passengers and more than one third of rear seat passengers regularly travel without a seatbelt. I am particularly concerned that more than one third of 5 --13 year old rear seat passengers travel without a seatbelt - some parents are clearly failing to recognise how important seatbelt wearing is in relation to the safety of their children.

If people travelling in cars in Northern Ireland always wore seatbelts it is estimated that more than 20 lives would be saved and more than 250 serious injuries would be prevented each year. This would mean fewer broken bones, fewer broken lives, fewer broken futures and fewer aching hearts".

'When crashes happen seatbelts can save lives and reduce injuries - but only if they are in use," said Mr. Eddie Shaw, Chairman of the NSC. "In this country, more often than not, they are not used - and that's a crime. Because of this fact scarce hospital and medical resources in our Health Care system - needed by the seriously ill - are diverted to treat avoidable injuries. Wearing a seatbelt is not just a matter of personal choice - it is a duty of care we owe to ourselves and to others. I expect that this ad, together with rigorous enforcement and a less tolerant attitude towards the non-wearing of seat-belts by the Courts, will help change both the attitude and behaviour of car users to this simple and effective safety device".

"It doesn't take much to wear a seatbelt - just a little thought" commented, Mr John O'Neill, Chief Executive AXA Ireland, sponsor of the joint NSC and DOE 'Damage' campaign, "as this graphic ad demonstrates, the consequences of failing to do so are horrific". As Ireland's largest motor insurer, AXA, points out that there is also the substantial cost of having a claim reduced by the courts on the grounds of contributory negligence.

Mr O' Neill called for a concerted Garda and RUC effort to enforce seatbelt regulations. "Enforce-ment is key. We can make these ads till the cows come home but without enforcement we are wasting our time. What strikes me about the seatbelt campaign is that enforcement is so easy. It doesn't take any equipment or changes to legislation, the Garda and RUC on the beat can easily check cars in traffic -belting up saves lives".

"As our part of the strategy, An Garda Siochana, are committed to enforce the traffic legislation in relation to road safety. Since non-wearing of seatbelts became an aspect of 'OPERATION LIFE-SAVER' in 1999, the rate of detection's for such nonwearing has increased by 100%" said Chief Superintendent Dennis N. Fitzpatrick. "It is anticipated that when the new computerised processing system for fixed charges and the penalty points system is in place next year, the enforcement of such legislation will be ever more effective in the effort to reduce death and serious injuries on our roads".

In pledging strong enforcement support for the campaign RUC Superintendent lan Hamill said, "The police in Northern Ireland will be changing the enforcement emphasis in relation to seat belt wearing. While police officers will still have the option to issue advice and warning, this will become the exception. People will have one month to rethink their behaviour and get used to wearing seat belts. After this, with effect from Monday 16 July 2001, Fixed Penalty Notices will become the norm. This is a positive move designed to reduce the carnage on our roads and we believe it will command the overwhelming support of all law abiding people in Northern Ireland".

The creative strategy behind the 'Damage campaign is based on the fact that too many people believe that wearing a seat-belt is a matter of personal choice. 'Damage' challenges this perception by shocking audiences out of their complacency. The advert, dramatising the tragic consequences of not wearing a seatbelt breaks new ground by exploring in 'slo-mo' the horror of what happens inside a car involved in a crash - when even one passenger is not wearing a seatbelt and its effect on their life and on the lives of others.

This hard-hitting and uncompromising, sixty second road safety commercial titled 'Damage', will air across RTE1, Network 2, TV3, TG4, UTV, Channel 4, Sky One and Sky News (ROI) after the

9.00pm watershed, started on Wednesday 13th June
2001.

 

<-- Go Back