Client problem
Wearing a seatbelt is almost universally accepted as a good thing to do. Compliance sits at 95% thanks to a system of enforcement, advertising, education promoting the value of seatbelts.
But even so, every year around 100 New Zealanders die in crashes while not wearing their seatbelt. Tough, young rural males make up the majority of these fatalities.
And 30 of them could have survived had they just worn their seatbelts.
In 2019, NZ Transport Agency enlisted our help to persuade this group to accept the protection that was within arm's reach.