The campaign is emotional and triggers a
sense of responsibility. Posters with fathers
and sons were also displayed in day care
centres.
– Children are aware. They have strong
influence on their parents’ behaviour concerning security and being a role model,
says Mette Fynbo, head of campaign in
Odense, a major Danish city.
In the light of various road accidents,
the Danish Road Accident Investigation
Board made an analysis on use and effect
of safety belts. The consequences of not
using safety belts are summarised as follows:
• Three out of four persons killed, who
did not use a safety belt, would very likely
have survived if the belt had been
used.
• The damage to head, neck and body is
much more severe for persons not using
a safety belt.
• Injury to persons thrown out of a car is
much more serious than for persons
who remain inside the car. Four out of
ten who did not use a safety belt were propelled out of the car.
• Most accidents happen on shorter distances.
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Two badly wrecked cars were to be seen
by the main entrance of a central shopping
centre. Fictional stories about the accident
were posted on a board. You could tell by
the look in peoples’ faces that the stories
left a strong impression. Most people
understood that wearing a safety belt is also
caring about the people around you. On
the opening day, 16th April, major cities in
Denmark came to be more loving and caring places. The “squeezing patrol” gave every one a hug with soft seat belt buckle hands. The aim was to remind drivers to buckle up on their way home from work.
Analysis shows that people are even
more likely motivated to change behaviour
if they are encouraged by good friends and
family. Reminding one of using safety belt
is a way of showing care.
Various reasons for wearing seat belts,
described on the campaign web site add a humoristic aspect to the serious matter, that there is no way of getting around not wearing seat belt! Quotes collected by the police give
examples on headless bad excuses:
• This is not my car.
• I’m too fat.
• I will turn 79, so it doesn’t pay.
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• My wife turned me in, right?!
• C’mon, you’re not fining me for doing
that?
• But I live right over there!
• There’s a coin stuck in the buckle.
• I don’t even have a driver’s licence.
• I know your boss!
The campaign is developed in cooperation
between Danish Road Safety Council, police and municipalities. The goal is to raise the number of drivers wearing seat belt to 90 per cent from current 87 per cent.
Ditte Kilsgaard Møller
Helen Hasz-Singh, DRI, Denmark
Contact
Ditte Kilsgaard Møller
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