Romania 2014, 6 out of 10 drivers still didn’t wear seatbelts. The typical road safety announcements didn’t grab public attention.
Automobile Club of Romania asked us to make seatbelts hard to ignore in a country where everybody ignores seatbelts.
We stopped talking to everybody and focus on the more cautious and receptive half – the women - and offer them a new reason to wear their seatbelts.
#seatbeltb00bing soon became the #selfie of every woman driver wearing her seatbelt.
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