Belted Survivors

Live hard. Crash harder. Staunch males make up the majority of New Zealand's unrestrained crash fatalities. They reckon seatbelts are for kids, the elderly, the weak. 40% would’ve survived had they been belted up. Seatbelts needed a tough new image, delivered from those they’d respect: their peers. Real crash survivors proudly wore their seatbelt wounds as badges of honour. A mark of survival that proved there’s nothing soft about seatbelts. The survivors shared them. Their mates spread them. The social chain empowered survivors everywhere to use their own story to inspire mates to make the right call.