South Australia Police Launches Powerful ‘Wouldn’t Hurt’ Seatbelt Safety Campaign

“The stories in the campaign are grim for a reason; they are real.”


South Australia Police have launched a graphic new seatbelt road safety campaign called “Wouldn’t Hurt”, as a part of its road safety education efforts to increase safety on South Australian roads.

The graphically powerful campaign delivers a strong message depicting the real consequences of crashes involving drivers who choose not to wear a seatbelt.

“The crashes and depicted injuries were designed with input from investigators attached to South Australia Police’s Major Crash Investigation Section, who brought detailed expertise in the forensic features of crashes to the depiction of common regional and metropolitan crashes,” South Australian Police said on their YouTube page.


The organization adds “It is hoped the campaign will shake the apathy from drivers and passengers and make them realise it wouldn’t hurt to wear a seatbelt.”

“It wouldn’t hurt will run state-wide on digital platforms, billboards, television, radio and outdoor billboards in an effort to reach and remind people that not wearing a seatbelt has much more serious consequences than just receiving an expiation,” said Superintendent Darren Fielke.

“The stories in the campaign are grim for a reason; they are real.”



Client: South Australia Police
Client Manager: Richard Blackwell

Agency: The Sideways Theory
Creative Director: Jason Hollamby
Director: Jason Hollamby
Studio: Sideways Studios
First AD: Bradly Lanyon
Account Director: Julie Kushnir
Copywriter: Jason Hollamby
Art Director: Francesca Germanis
Art Director: Andrew Slattery
Designer: Celine Callander

Production Co: Sideways Studios
Casting: Sideways Studios
Production Manager: Bonet Leate
Production Manager: Rachael Gates
Hair & Makeup: Adele Shearwin
DOP: Maxx Corkindale
1st A/C: Manuel Ashman
2nd A/C: Ben Fernandez
3rd A/C: Jake Cooper
4th AC: Rebecca Duncker
Grip: Justin Van Zyl
Grip: Django Nou
Gaffer: Daniel Ross
Runner: Eloise Holoubek
Drone #1 Operator: Andrew Johnston
Drone #2 Operator: Dai Cookes
Sound Recordist: Victor Ivchenko
Photographer: Steve McCawley
Asst Photographer: Josh McCawley
Retoucher: Paul Munzberg
Editor/Effects: Stephen Deeble, Visualizm
Assistant Editor: Maddie Tierney
Sound Engineer: Scott Illingworth, Seeing Sounds
Voice Talent: Tom Bourne
Lighting: Zac Steele
Action Vehicles: Gary Baxter
Stunt Coordinator: Nigel Harbach
Safety Officer: Clay Dunn
Nurse: Catherine Wake
Traffic Control: Seychell Traffic
Research: Kantar
Research: New Focus
Media Agency: Wavemaker
Out of Home: MediaNest

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Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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