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‘Embrace Life’ takes Gold at International Advertising Awards

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A panel of 250 international judges has awarded the Sussex Safer Roads Partnership’s ‘Embrace Life’ seat belt campaign a Gold World Medal at the New York Festivals International Advertising Awards in the Digital and Interactive category.

Created by Writer/Director Daniel Cox and Producer Sarah Alexander, ‘Embrace Life’ ( has been feted globally for its innovative and emotional approach to a “well trodden safety message”*.  

The advert was created as a low budget pilot that aimed to try a new and more positive approach to getting road safety messages across. It rose to success across the globe when it was released onto YouTube in February this year culminating in it’s nomination at the New York Festivals International Advertising Awards. ‘Embrace Life’ went up against full budget adverts from across the globe yet this weekend it managed to leave with the highest honour.  

The Sunday Mirror has asked if it is “the best road safety film ever”** and the Sunday Express suggested that ‘Embrace Life’ is “the best advert ever”***.  The New York Daily News also proclaimed that the campaign was “a breath of fresh air to many”****.

Neil Hopkins, Communications Manager and ‘Embrace Life’s’ Executive Producer, comments:

“Being given a Gold World Medal, against competition from world-class agencies, is a true testament to the skill and creativity shown by Daniel Cox, our Writer/Director, and Sarah Alexander, ‘Embrace Life’s’ Producer. I am, naturally, delighted that our campaign – originally created to create behavioural change in Sussex motorists – has been so highly commended.”

Daniel Cox, ‘Embrace Life’s’ Writer/Director adds:

“I’m delighted that ‘Embrace Life’ has connected with so many people from around the world. A key element to bringing the global audience into the road safety conversation was to create the film without using dialogue and use visual storytelling techniques combined with a haunting and beautiful score. Being recognised by the NYF International Advertising Awards really is a great honour.”

Sarah Alexander, Producer of Embrace Life says:

“As a Producer, I’m delighted at the recognition the advert is getting. It was a whole year’s hard work by the Director and I and the hundreds of emails I have from people telling us that they have put their seatbelts on for the first time after engaging with the adverts message makes it all worthwhile. We never would have done it without the support of the Sussex Safer Roads Partnership and I am immensely grateful to them for taking a risk on both us and the project.”


*Behind the Idea, Metro, 2 March 2010
** Sunday Mirror 2/05/2010
*** Sunday Express 18/04/2010

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