NZ Transport Agency: Belted Survivors

NZ Transport Agency, a state agency, encouraged young men in New Zealand to wear their seatbelts by creating a series of powerful portraits of crash survivors who were saved by their seatbelt.

Client problem

Wearing a seatbelt is almost universally accepted as a good thing to do. Compliance sits at 95% thanks to a system of enforcement, advertising, education promoting the value of seatbelts.

But even so, every year around 100 New Zealanders die in crashes while not wearing their seatbelt. Tough, young rural males make up the majority of these fatalities.

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