It’s direct, graphic and made with input from crash investigators – SA Police’s new seatbelt campaign is hoping to shock complacent drivers into buckling up.
SA Police has released its latest road safety campaign, targeting drivers who choose not to wear seatbelts while driving.
It wouldn’t hurt delivers a strong message, using graphic reenactments to highlight the consequences of crashes and the potential for life-threatening injuries … or worse.
These aren’t made up scenarios
Traffic Services Branch Officer in Charge, Superintendent Darren Fielke said the stories in the campaign were “grim for a reason; they are real”.
“Drivers or passengers who choose not to wear a seatbelt and are involved in a rollover crash can be violently propelled from the vehicle that can then land on them or they can be launched around the cabin of the vehicle with a force that the human body cannot endure,” Fielke said.
“I’m hoping this campaign will shake the apathy from drivers and passengers and make them realise it wouldn’t hurt to wear a seatbelt.”
Investigators attached to SA Police’s Major Crash Investigation Section gave their input into the depiction of the crashes and the injuries. With lived experience of attending these preventable tragedies, they brought detailed expertise in the forensic features of both types of crashes.
Familiar locations bring it home
If the crash scenes in the two ads look familiar, that’s because filming took place at Sellicks Beach and Port Road, Alberton. It’s a strong reminder that a quick trip down the road – whether in the city or country – shouldn’t be your last.
The campaign is running state-wide on digital platforms, television, radio and outdoor billboards in an effort to change the behaviours of drivers on both metropolitan and regional roads.
One of five causes of road trauma
Sadly, the abundant data that Australia and South Australia has on road fatalities, injuries and contributing causes paints a grim picture.
Not correctly wearing a seatbelt is one of the ‘Fatal Five’ causes of trauma alongside speeding, distractions, drink and drug driving, and dangerous road users.
In 2023, not wearing a seatbelt contributed to 10 per cent of deaths on South Australia’s roads.
Last year’s devastating road toll saw 117 lives lost and 856 people suffering serious injuries.
What else is being done to ensure safer road use?
The State Government committed $98 million in last year’s State Budget towards road safety initiatives – including new road safety infrastructure like extra signs, line marking, speed cameras and safety barriers – plus $40 million to upgrade the Mount Barker roundabout at the intersection of Adelaide, Alexandrina, Wellington and Flaxley Roads.
A further $168 million joint package between the South Australian and Commonwealth governments was announced in December 2023, to help reduce injuries and fatalities on South Australian roads over the next five years – and beyond.
Read more about SA Police’s new road safety campaigns on their website.
