DO OR DIE
Heavy vehicle seatbelt awareness campaign

PROBLEM
Seat belt use for heavy vehicle drivers has been compulsory since early 2000, however a significant proportion still do not comply. Truckies believe that they are ‘kings of the road’ – and not vulnerable in accidents, unlike car drivers. This is despite research showing that truck drivers have a 50% better chance of surviving a potentially fatal crash if they’re wearing a belt.

SOLUTION
The campaign was created to increase fleet operator and driver awareness of the statistics and their legal requirements. The campaign included direct mail
to operators and media to reach truck drivers whilst ‘on-the-road’. This included supersites and road stencils on the exit of heavy vehicle weigh stations, radio ads on Big Rig radio, print ads in truck titles and convenience posters in truck stops. The creative theme for the campaign and all print elements is a simple, confronting graphic device, a seatbelt with the headline ‘Do or Die’. The direct mail pack included a campaign branded shirt ‘wrapped’ in a seatbelt shaped brochure that carried the relevant information. To give the material a ‘truckie’ feel, traditional type and scrollwork found on the side of long-haul trucks was hand-painted for each execution.

RESULTS
• Unprompted awareness of the campaign was very high amongst operators (66%) and drivers (57%).

• Over 80% of both groups felts the campaign was relevant and informative.

• A third of the respondents also requested further materials to promote the campaign in their workplace.