Rear Seatbelts - Sudden impact: how can we measure the cost of a life?

1998-2000 TV campaign for rear seatbelts. It became law to wear a rear seatbelt in July 1991, but six years later only half were doing so.
Agency: Abbott Mead Vickers.BBDOAuthors: Vanella Jackson, Helen Scott and Naomi Barker

Rear Seatbelts: Sudden Impact, How Can We Measure the Cost of a Life

 

A human being is a single being, unique and unrepeatable.

Pope John Paul II

When a life is lost, snatched away because of a tragic accident, it is impossible to place a true value on that life. There is no way of assessing the emotional cost to family, friends and colleagues. Any estimated financial return from this advertising campaign must therefore be viewed as conservative.

SUMMARY

In July 1991 it became law...

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