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Royal Recognition for Embrace Life

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I put my seatbelt on today because of this video... couldn’t get it out of my head.
Mythreenme – YouTube comment

‘Embrace Life’ continues to garner praise and attention from around the world and has now been awarded the road safety industry’s highest honour – a Prince Michael International Road Safety Award. 

Created for the Sussex Safer Roads Partnership (SSRP) by Writer/Director Daniel Cox and Producer Sarah Alexander, ‘Embrace Life’ has been the subject of much international attention.  With over 18million views to date, the campaign has reached every major continent on the globe.

Neil Hopkins, Communications Manager for the SSRP, comments:

“The team behind ‘Embrace Life’ have been completely overwhelmed by the level of support shown for the campaign. We wanted to create a piece of memorable, impactful advertising which drove home an important message, but using different tactics to the ‘shock-horror’ approaches used in recent years. Receiving the Prince Michael Award is testament to the hard work of the entire team, the creative vision of Daniel Cox and the incredible production put together by Sarah Alexander.”

Daniel Cox, creator of ‘Embrace Life’ adds:

“This highly regarded road safety award is a wonderful tribute to the hard work of the entire cast and crew. When creating ‘Embrace Life’ I wanted to reach as wider audience as possible and invite them into the road safety conversation. From the feedback and positive comments on YouTube, Facebook, Twitter and email, it’s evident ‘Embrace Life’ has indeed reached a truly global audience.”

Adrian Walsh, RoadSafe director and presenter of the Prince Michael International Road Safety Award, comments:
“We still need to find new and creative ways of delivering this important message; even now we have one person a day dying because they did not wear a belt! The award recognises the effectiveness of this compelling and effective campaign, which hits right to the heart, and salutes the use of new media."

In addition to the huge internet response and the hundreds of individuals and firms who are contacting the Sussex Safer Roads Partnership about ‘Embrace Life’, the advert has already won multiple creative awards and road safety awards.

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

“I love the idea of trying to get messages across to people in a compelling and positive way. We wanted to create something that encouraged them to do the right thing and the huge internet and media response we’ve received, along with the many requests to licence the advert, shows that we’ve succeeded. This award is a great honour and the final topping 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 the SSRP’s website:

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