We put a seatbelt around the front cover of popular magazines. Effectively, we “strapped in” the famous person on the front cover of popular magazines: people who are role models to South African society and people whose opinions are valued and followed.

The seatbelt was instantly visible, the message instantly understood, the impact undeniably powerful.

The media (being a seatbelt) and the message (wear a seatbelt) worked extremely powerfully together. So much so that you didn’t have to buy the magazine, or even open the plastic outer wrap – you still get the message: “Travel safely. Buckle Up. Drive a Volvo.”