Centre for Road Safety

Seatbelt safety

Watch the Clip every trip seatbelt video or read a transcript.

When campaign ran

Commenced 2011 – ongoing.

Audience

Primary: Rural male drivers aged 30–55 years in country, non-urban and regional towns.

Secondary: Rural drivers and all passengers in country, non-urban and regional towns.

Message

The main campaign message is to wear seatbelts – ‘Clip every trip’.

Delivery

The campaign mainly uses regional TV, supported by radio, roadside billboards, print and online advertising.

Country men make up most fatalities

The campaign targets a rural audience, particularly men, who are over-represented in fatalities. The seatbelt is portrayed as the driver’s friend. It comes to life, ‘whistles’, and gives the driver’s shoulder a friendly tap to remind them to always wear a seatbelt. The campaign is aimed at encouraging all drivers and passengers to correctly use their seatbelt for every trip they make, no matter how short the trip or how well they know the local roads. Wearing a seatbelt doubles your chance of survival and reduces the severity of injury in a serious crash.

The campaign is especially targeted to residents in rural communities including farmers and tradespeople. Aboriginal residents and their communities are also included in the campaign.

Non-use of seatbelts remains one of the four major behavioural factors associated with road trauma. Failing to wear seatbelts is also a major cause of injury and death among Aboriginal people in NSW.

The nature of work, driving and lifestyle in rural NSW leads to higher levels of seatbelt non-use. This can have dramatic consequences for drivers in serious crashes or roll-overs, especially on high-speed rural roads.

Fourth biggest killer on NSW roads

From 2007 to 2011, there were 184 people killed in NSW who were not wearing their seatbelt. At least one in five drivers killed on country roads over this period was not wearing a seatbelt. Crash data analysis for a five-year period shows that 79 per cent of unrestrained occupant fatalities occurred on country roads. Of these fatalities, 77 per cent were drivers and 83 per cent were males.

Aims

  • Reinforce the use of seatbelts at all times
  • Launch a new seatbelt tagline as a regular reminder to vehicle occupants, particularly to country residents to always wear a seatbelt

Transcript of advertisement

[In a country town a man gets into a ute and prepares to start the engine. The seatbelt buckle comes to life, whistles and taps him on the shoulder. He turns his head, smiles and reaches for the buckle to put on his seatbelt before he drives off.]

[A different man enters a car at a service station and prepares to start the engine. The seatbelt buckle comes to life, whistles and taps him on the shoulder. He turns his head, smiles and reaches for the buckle to put on his seatbelt before he drives off.]

Narrator: In a serious crash, wearing a seatbelt nearly doubles your chances of surviving. So, however short the journey, however long you've been driving...

[A farmer on a rural property closes a gate, gets into his ute and prepares to start the engine. The seatbelt buckle comes to life, whistles and taps him on the shoulder.]

Narrator:  . . . however well you know the road, don't forget to clip every trip.

[The farmer turns his head, smiles and reaches for the buckle to put on his seatbelt before he drives off.]

[End credits: Clip Every Trip, NSW Government, Transport for NSW.]

Narrator: Authorised by the NSW Government, Sydney.

[End credits: Authorised by the NSW Government, Sydney. Spoken by A Payne]