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CIHT short lists ‘Embrace Life’ for major award

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‘Embrace Life’, an advert with a different and positive approach, is short listed for a major UK road safety award.

‘Embrace Life’, created by Writer/Director Daniel Cox and Produced by Sarah Alexander, is the seat belt campaign launched at the end of January by the Sussex Safer Roads Partnership (SSRP).

Originally developed for the Sussex audience to tackle the number of people killed or seriously injured through failing to wear their seat belts, the campaign has now had over 4.8million views globally. There has been considerable media interest including being featured on CNN, and the Metro newspaper and countless interest internationally from governments, road safety organisations and private firms who want to use and broadcast its innovative and emotionally moving message. 

The campaign features no blood, gore or shock tactics; instead it gains its power through a combination of strong, iconic imagery and graceful score.

‘Embrace Life’ is in competition with a casualty reduction scheme on the A14 and a review of Norfolk’s rural road network for the Chartered Institute of Highways and Transport / Atkins ‘Road Safety – Reducing All Casualties’ award.  The awards will be announced during the evening of 16 June 2010.

Neil Hopkins, Communications Manager for the Sussex Safer Roads Partnership, comments:

“I am delighted with the reception that ‘Embrace Life’ has received, and to be short listed for this award is a real honour. We wanted to create a campaign which offered viewers a different perspective on road safety, something which we hoped would engage people on an emotional level and create real behavioural change to reduce the number of people killed and seriously injured on our roads.”

‘Embrace Life’ has now been viewed over 4.28 million times on YouTube alone, with the campaign’s dedicated website receiving over 470,000 hits.  Praise is also coming via Twitter and from the campaign’s dedicated Facebook group.

Daniel Cox, ‘Embrace Life’s’ Writer and Director, says:

“I am delighted with the global response the advert has received and I hope that the biggest impact for Embrace Life will be in the casualty reduction through drivers and passengers choosing to wear their seatbelts. Being short listed for the CIHT/Atkins Award is a tribute to the whole team who worked on ‘Embrace Life’.”

As well as the hundreds of individuals who are contacting the Sussex Safer Roads Partnership about ‘Embrace Life’, firms around the world are asking for permission to show the advert to their workers to help reduce their own casualty rates. 

Embrace Life’s Producer, Sarah Alexander, has been handling all of the international requests and adds:

“I agreed to make the advert as I loved the idea of trying to touch people in a positive way in order to encourage them to do the right thing. The huge internet and media response we’ve received, along with the many requests to licence the advert, shows that we’ve succeeded. This nomination is just the cherry on the cake. To help to save even one life feels amazing.”

‘Embrace Life’ can be viewed on YouTube ( and full information about the campaign can be found on this website.

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