The Transport Accident Commission (TAC) is reviving one of its most powerful campaigns following a rise in the number of deaths involving drivers and passengers not wearing a seatbelt.
Minister for Roads, Road Safety and the TAC, Jaala Pulford announced the return of the 1992 seatbelt TV ad that implored Victorians to buckle-up.
In a statement, Ms Pulford said the ad, dubbed ‘bend your knees, Katie’, depicted a horrific accident and the emotional aftermath as a young woman learned to walk again following a crash.
“Last year, 31 people died while not wearing a seatbelt – nearly 30 per cent of all fatalities and the highest rate since 2012,” Ms Pulford said.
“Sadly, that trend has continued so far this year with no seatbelts a factor in 11 of the 99 deaths on our roads,” she said.
Ms Pulford said the TAC’s latest Road Safety Monitor survey into driver behaviour indicated that 170,000 Victorian drivers potentially didn’t always wear a seatbelt when driving or riding in a car.
“While this indicates that 97 per cent of drivers are doing the right thing – it’s nearly 200,000 unsafe drivers on Victorian roads,” she said.
“The survey findings also highlight that 50 per cent of respondents reported having driven after drinking alcohol in the past 12 months – an increase of two per cent on the previous year.”
She said the four-week campaign would include new outdoor, digital, print and social media content, headlined with the message, “Seatbelts. What’s stopping you?”.
The TAC’s ad can be viewed at this PS News link. It contains sound.