Seatbelt use is almost universal. But 20% of those killed in road crashes are unbelted.2010 saw the 40th anniversary of the introduction of the compulsory wearing of seatbelts in Victoria, the first jurisdiction in the world to do so.The Transport Accident Commission wanted a tactical campaign to remind both drivers and passengers of their importance.Australian Rules Football dominates all aspects of Victorian life during the winter. We spotted an opportunity with one of the leading AFL clubs, Essendon, to use a blockbuster fixture to promote seatbelts.

It grew from there to incorporate the 40th anniversary, PR, events around the game, extensions into other sports and on-going education, generating awareness way beyond the media spend and creating an event that will become annual.

It launched with press and radio advertising that celebrated the 40th anniversary.Iconic commercials from the past were re-run and re-badged.In a historic first, Essendon replaced the famous red sash on their jumpers with a symbolic seatbelt.Vice captain, David Hille, led the campaign. 12 years ago, by wearing his seatbelt, David survived a crash that killed three of his mates.The climax was a Friday night blockbuster between Essendon and Collingwood in front of 80,000 people.

It included promotional activities around the ground.But it went further. The AFL branded the entire round of fixtures the ‘Seatbelt Round’.It spread beyond footy; the Melbourne Victory soccer team became the first to change their strip for a cause.

Victoria police supported the initiative and launched Operation Pinball, catching 1820 people.And a competition for schoolkids on the history of seatbelts had a $2000 prize.

The AFL said that the ‘Seatbelt Round’ was the best leveraging of a sponsorship in their history. It will not be a one-off; as a result of this initiative the AFL has declared a ‘seatbelt round’ during every season in the future.

Along with all the other activities for the year, the campaign contributed to the lowest Victorian road toll ever.Spontaneous awareness of the campaign rose to 84%, one of the highest figures ever and well ahead of the objective of 75%.The media launch was captured on every major TV network and generated over $620,000 of free coverage.The TAC rate it one of the most successful integrated campaigns in it’s 21 year history.