I was briefed to create a positive road safety campaign that convinces 17-25 year olds to wear their seatbelts, ensuring recurring safe driving behaviours.

From both primary and secondary research, I found young men to be the most at risk and narrowed the target audience. Key insight that informed this campaign is how amongst young men wearing a seatbelt can be seen as emasculating and ultimately weak.

This concept appeals to the competition of masculinity by rephrasing a stronger driver as a belted driver. The visual style is inspired by the fitness industry to approach road safety in a distinctively self-empowering way.