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“It was central to the development of the project that we root the concept of wearing a seat belt firmly in the family domain, and create the advert so that it could be viewed by anyone of any age. One key aspect to the storytelling is that we developed Embrace Life to be non-language specific, so that the message wouldn’t become lost when viewed by visitors to, or residents of, the UK where English might not be their first language.” (Daniel Cox-writer/director)
“Our cinematic advert has provoked a strong emotional response in all who have seen it. We have achieved this through a strong emphasis on positive messaging and imagery, rather than relying on shock tactics.”(Neil Hopkins-Sussex Safer Roads Partnership Communications Manager)
