Iconic road safety video attracted
more than 20 million online views

24.01.2020

This week marks 10 years since the release of an iconic road safety film which has now attracted more than 20 million views on YouTube.

The award-winning Embrace Life video, which warns viewers of the importance of wearing a seatbelt, was released by Sussex Safer Roads Partnership on January 20, 2010.

The moving film quickly became a worldwide viral hit, gathering over 11.8 million views on YouTube in the first 10 months.

Directed and written by double BAFTA award-winner Daniel Cox, Embrace Life was deliberately developed in contrast to the shock tactics regularly used in road safety.

The campaign’s worldwide success took the UK road safety community by surprise, scooping a wide range of prestigious awards, including YouTube Ad of the Year, a Prince Michael International Road Safety Award, Gold World Medal and New York International Advertising Awards.

It also won a Bronze Lion at the Cannes International Advertising Awards, Highly Commended from the Chartered Institute of Highways and Transportation and the advert was also featured in the Advertising Producers Award (APA) 2010 collection.

Neil Honnor, the current Sussex Safer Roads Partnership Manager, said: "The Sussex Safer Roads Partnership are really pleased that the video has been seen by so many people over the last 10 years.

“We all know that wearing seatbelts is critical to road safety so reaching so many people with our message has undoubtedly had a positive effect and saved some lives."

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