|Agency||AMV BBDO London|
|IPA Effectiveness Awards 2000|
Credits & Description
Sudden Impact describes Abbott Mead Vickers BBDO's campaign to persuade car passengers to wear rear seat belts. The advertising dramatised the fact that in a low-speed accident an unbelted passenger can be thrown forward with enough force to kill someone in the front. The year's budget of £750.000 was concentrated into one week, generating considerable third party support and PR. The campaign saved 18 lives, prevented 230 serious and 1,650 slight injuries, saving the Government £73 million.