Bedford Driving Lessons

The Sussex Safer Roads Partnership has launched a new campaign addressing the issue of seat belt use. ‘Embrace Life’ takes what the Partnership calls a ‘very different approach to conventional road safety advertising’, by focusing on positive imaging and messages rather than the direct consequences of a collision. Neil Hopkins, communications manager, says: “Embrace Life deals with the non-wearing of seatbelts by drivers and passengers, which continues to be an issue in Sussex and across the United Kingdom and EU, despite many years of high profile campaigning. “Sussex Police stop thousands of drivers every year for failing to restrain themselves or their passengers properly. “Our cinema advert has provoked a strong emotional response in all who have seen it. We have achieved this through a strong emphasis on positive messaging and imagery, rather than relying on shock tactics.” More