Seatbelts - 'Damage' campaign: no seatbelt, no excuse. Helping to reduce road deaths by 13% in a year

Dawn Reid, Pamela Baird, Julie Anne Bailie and David Lyle

Road fatalities in Northern Ireland are substantially higher than in Great Britain. Some 9.5 per 100,000 population are killed on the roads in Northern Ireland compared to 5.9 in Great Britain.
Agency: McCann-EricksonAuthors: Dawn Reid, Pamela Baird, Julie Anne Bailie and David Lyle

'Damage' Seatbelts

THE CONTEXT

Road fatalities in Northern Ireland are higher than its nearest European neighbour, Great Britain, with deaths per 100,000 population in Northern Ireland at 9.5 compared to Great Britain at 5.9, Europe's lowest.

The problem costs the economy of Northern Ireland around 450 million a year, as shown in Table 1.

TABLE 1: COST TO NORTHERN IRELAND'S ECONOMY

Number

Value per casualty

Total m

Deaths...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands