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‘Embrace Life’ crowned YouTube Advert of the Year

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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’ – the Sussex Safer Roads Partnership’s seatbelt advocacy commercial – has won the inaugural YouTube Advert of the Year Award during a glittering ceremony at the Campaign Media Awards.

Up against competition from global advertising agencies, the entries were initially judged by a panel of industry experts before being given over to a public vote. Embrace Life won hands down with viewers, receiving three times more votes than the nearest competitor.

‘Embrace Life’s’ innovative story-telling and emotional approach to a well-trodden subject won hearts and minds the world over.

The commercial was created by Writer/Director Daniel Cox and Producer Sarah Alexander for the Sussex Safer Roads Partnership and launched to immediate acclaim in January 2010. 

 Neil Hopkins, Communications Manager for the SSRP, comments:

“Being nominated for the YouTube Ad of the Year Awards was a huge honour.  To have now received the top award, based on the results of a global public vote, is an incredible feeling. I would like to pay tribute to the creative vision of Daniel Cox and the incredible production put together by Sarah Alexander, as well as the strong support that the commercial has received from members of the road safety profession and public alike. What we hope now is that the public will take the important message behind the advert to heart and that we’ll see a reduction in needless injuries on our roads through non-use of a seatbelt.”
Daniel Cox, creator of ‘Embrace Life’ adds:

 “YouTube has been Embrace Life’s spiritual home since its launch back in January this year, where it helped the advert and its important message reach people around the world. Winning the YouTube Advert of the Year is a wonderful achievement for everyone involved and I’d like to thank the judges and the online audience who have helped ‘Embrace Life’ become the success that it has.”

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

“Technology is changing the way we get messages to people and YouTube is at the forefront of this. We tried to create something compelling and positive that people would want to watch, talk about and spread and this is exactly what has happened. To help save even one life feels amazing, to have reached millions is indescribable. The internet has been from the start Embrace Life’s home so to have it acknowledged by this award is truly fantastic”

Having won the YouTube Ad of the Year prize, ‘Embrace Life’ will receive a YouTube homepage ‘take over‘ (worth approximately £75,000) in the new year which will help bring the commercial’s important message to millions more people around the world.

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