FLIPPING ATTITUDES TOWARDS
SEATBELT SAFETY.
LOCK IN.
LOCK IN.
Aimed at 17-25-year-olds in NSW, the ‘You gotta lock in’ campaign flips a mindset that minimises the importance of seatbelt safety.
If it really isn’t that deep, then why not just put the seatbelt on?
ABOUT THE CAMPAIGN.
Aimed at 17-25-year-olds in NSW, the ‘You gotta lock in’ campaign flips a mindset that minimises the importance of seatbelt safety. If it really isn’t that deep, then why not just put the seatbelt on? Young people do not like to be scolded or told what to do, no matter how important the topic, so we needed to approach this campaign differently. I was inspired by scrolling on socials and decided to go for something striking that oozes style, with an added “if you know, you know” aspect to appeal to my age group.
“Lock in” is a colloquial term meaning to be in deep focus, so ‘you gotta lock in’ to the safety benefits of wearing your seatbelt.
What YOU CAN DO.
17–25-year-old drivers and passengers are more prone to take risks, including not wearing a seatbelt. However, although only 14% of licence holders, young drivers account for almost a quarter of annual road fatalities. Road trauma is a leading killer in our age group.
To stay safe, start by checking your behaviour while driving or as a passenger. Even if you’re in a rush or if it’s a short trip, just put in the simple effort of putting your seatbelt on. No matter how fast you go, you’ll get to your destination anyway, so do it safely.
Make sure you’re wearing your seatbelt properly, with the lap portion across your hips and the sash should run from your shoulder and across your chest. Ensure that there are no twists and that it’s tight.
“Hi, I’m a graphic design student at NSW TAFE in Campbelltown that goes by the name of ‘ONDA Creative’ and I’m the creator of ‘You gotta lock in’, the selected regional campaign for Re:act 2025 in Campbelltown. Although I came in with the knowledge that this was a live brief, it never settled with me that I could possibly receive this opportunity. So, when I got the news that I was the selected campaign, it was honestly a
wild experience.”
EXPERIENCE WITH RE:ACT.
In the creation process for this campaign, my attitude towards the topic of road safety hasn’t necessarily changed, but in my research, I personally got to hear some eye-opening stories from friends and family about their experiences with the topic and the consequences of not considering something as small as a seatbelt.
Across all these stories I’ve been told, there is one key similarity. It wasn’t that people weren’t unaware of the dangers of driving without a seatbelt. Rather, it was their dismissive behaviour that saw them not wear a seatbelt all the time. This reinforced how I already thought about the topic and my approach for this campaign. It may sound ‘corny’, but it really is the little things. We need to put more focus on the smaller efforts we put in every day.
Just put on a seatbelt, it’ll do you well.