Embrace Life

Sussex Safer Roads Partnership (SSRP) in the UK has launched a moving cinema commercial, “Embrace Life”, providing an attractive and compelling reminder to wear seatbelts on the road. Launched at Capitol Horsham Theatre, a local cinema on Wednesday 20th January, the campaign has picked up an international following at www.embracethis.co.uk. The cinema commercial shows a family in a living room acting out a dangerous driving sequence in slow motion.

Embrace Life Family

Click on the image below to play the video in YouTube

SSRP are working with a prominent graffiti artist to produce an outdoor promotion of the campaign’s website, www.embracethis.co.uk, where the video is hosted in quicktime format. The team contacted members of the media and creative industries throughout Sussex prior to the launch with thermoreactive postcards. The campaign is being promoted at the SSRP Facebook Group page and at a newly created Facebook group dedicated to the Embrace Life campaign by a fan.

Embrace Life Wall

Embrace Life Outdoor ad

Embrace Life Wall

Neil Hopkins, Communications Manager, explains the thinking behind the Embrace Life campaign.

“Embrace Life deals with the non-wearing of seatbelts by both drivers and passengers, which continues to be an issue not only in Sussex, but across the entire United Kingdom and EU, despite many years of high profile campaigning. Sussex Police stop thousands of drivers every year for failing to either not restrain themselves properly, or restrain their passengers properly. In 2008, over 100 Fixed Penalty Notices were issued to drivers who failed to restrain their children properly in the vehicle – and one can only imagine the impact this would have had should those vehicles have been involved in a collision. Our cinematic advert has provoked a strong emotional response in all who have seen it. We have achieved this through a strong emphasis on positive messaging and imagery, rather than relying on shock tactics.”


Filming was shot by writer/director Daniel Cox, Rockutainment, with producer Sarah Alexander.

Daniel talks about the concept.

“It was central to the development of the project that we root the concept of wearing a seat belt firmly in the family domain, and create the advert so that it could be viewed by anyone of any age. Children are so important as opinion formers within their family that we felt it imperative to have a child take a pivotal role in relaying our message. One key aspect to the storytelling is that we developed Embrace Life to be non-language specific, so that the message wouldn’t become lost when viewed by visitors to, or residents of, the UK where English might not be their first language.”

Hear more from Daniel in a radio interview at Brighton 1064.

Filed under: Commercials, Direct Market, Print