Thousands of South Africans die on the road every year.
80% involved young adults between 19-34 with only 22% of back seat passengers wearing seat belts.
"This is how to make an ad that plays on love, joy, anger, shame and sorrow all at the same time, while also delivering a clear takeaway." Adweek
Media Coverage:
http://www.adweek.com/adfreak/couples-first-kiss-comes-too-late-remarkable-horrific-seat-belt-psa-170850
http://www.wheels24.co.za/News/Guides_and_Lists/the-western-cape-made-a-shocking-road-safety-ad-and-it-worked-20160614?platform=hootsuite
http://www.marklives.com/2016/12/adoftheyear-south-africa-best-ads-2016-part-2/
http://www.iol.co.za/motoring/industry-news/shocking-seatbelt-ad-a-huge-success-2034326
http://ewn.co.za/2016/06/13/WC-hails-TV-ad-for-reducing-road-deaths
http://www.2oceansvibe.com/2016/04/01/this-local-ad-is-definitely-the-most-unsettling-thing-youll-watch-all-day-hectic-video/
