‘Embrace life’ a Cannes contender

A stunning web film fromthe Sussex Safer Roads Partnership, written and directed by Daniel Coxof Rockutainment, which is sure to be a Cannes contender this year.

NeilHopkins, Communications Manager, explains the thinking behind theEmbrace Life campaign: “Embrace Life  deals with the non-wearing ofseatbelts by both drivers and passengers, which continues to be anissue not only in Sussex, but across the entire United Kingdom and EU,despite many years of high profile campaigning.

“SussexPolice stop thousands of drivers every year for failing to either notrestrain themselves properly, or restrain their passengers properly. In2008, over 100 Fixed Penalty Notices were issued to drivers who failedto restrain their children properly in the vehicle – and one can onlyimagine the impact this would have had should those vehicles have beeninvolved in a collision. Our cinematic advert has provoked a strongemotional response in all who have seen it. We have achieved thisthrough a strong emphasis on positive messaging and imagery, ratherthan relying on shock tactics.”

Daniel Cox: “It was central tothe development of the project that we root the concept of wearing aseat belt firmly in the family domain, and create the advert so that itcould be viewed by anyone of any age. Children are so important asopinion formers within their family that we felt it imperative to havea child take a pivotal role in relaying our message. One key aspect tothe storytelling is that we developed Embrace Life to be non-languagespecific, so that the message wouldn’t become lost when viewed byvisitors to, or residents of, the UK where English might not be theirfirst language.”

Hear more from Daniel in a radio interview at Brighton 1064 .