Powerful Imagery Calls On People to ‘Belt Up’ in New Zealand Seatbelt Campaign

Clemenger BBDO Wellington-created ‘Belted Survivors’ campaign.

The New Zealand Transport Agency has released an engaging new campaign featuring ten Kiwi men whose lives were saved by wearing their seatbelts.

Created by Clemenger BBDO, the Belted Survivor series is “a collection of portraits of real crash survivors, that turns the distinctive wounds left behind by seatbelts into badges of honor.”

The campaign was inspired by people that die on New Zealand roads every year because they’re not wearing their seatbelt, with young males making up the majority of fatalities. The research found that 30% could have survived had they worn seatbelts.


“To this tough, no-bullshit audience, seatbelts are an unnecessary accessory,” reads a statement. “Truth is, a seatbelt can be the difference between ending up injured, or ending up dead.”

In partnership with Vice, a national call received hundreds of real stories from people who survived crashes thanks to their seatbelt. Ten were chosen and then their post-crash pics, with real-life injuries were recreated by PROFX.

They worked closely with Emergency Medicine Specialist Dr. Tash McKay, who provided close medical guidance: “A seatbelt really does leave a mark like this. They will save your life, but they will leave you a mark to show how they’ve done it.”


“You can’t argue with these stories,” said Clemenger BBDO ECD Brigid Alkema. “They’re real experiences, lived by real people. We hope this truth will move our audience to wear their seatbelt.”

Telling their story

The campaign includes a series of short films featuring each of the ten men in the campaign telling their story while being made up to resemble what they looked like following the accident when the seatbelt saved them.

You can go here to learn more and share your own story of how a seatbelt saved your life.


Advertising Agency: Clemenger BBDO, Wellington
Executive Creative Director: Brigid Alkema
Creative Director: Emily Beautrais
Art Director: Steve Hansen
Copywriter: JP Twaalfhoven
Producer: Josh Rollo
Business Director: Mia Freeman
Head Of Digital: Tim Freeman
Sound: Paul Stent
Strategist: Bethany Omeri
Digital Director: Nui Patuaka
Editor: Ollie Stent
Photographer: Jono Rotman
Retoucher: Becci Manson
Photographer Producer: Rebecca Vaughan
Creative Technologist: Brett Taylor
Managing Partner: Linda Major
Print Producer: Carne Godfrey
Digital Designer: Emma Martin, Mat Mason
Head Of Content Production: Christina Hazard


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