A hard-hitting UK road safety advert about the dangers of not wearing a rear
seatbelt will be shown in France to cut its own high accident rates.
The commercial, dubbed into French, will be running on major French TV
channels from February 26. It features a woman driver who is killed when her
unbelted son is thrown violently into her from his rear seat in a crash.
Transport Minister Lord Whitty welcomed the decision by the French Road
Safety Ministry to broadcast it.
"We are delighted that what has been such a successful ad for us
could be helping to save French lives too. Since it was first shown in this
country in 1998 it has helped to increase the wearing of rear seat belts from
around 46 per cent to nearly 60 per cent, and the wearing of rear seat belts by
children from 80 per cent to 90 per cent.
“During this period, the Transport Research Laboratory estimated that
over 50 lives have been saved as a result of the campaign - and some 600 serious
injuries."
In the UK, the TV commercial made clear the message that an unbelted
passenger in a 30mph crash could be propelled forward into a driver or front
seat passenger and kill them. It has helped to change behaviour, with rear seat
passengers recognising the risk to themselves and others. Drivers and front seat
passengers are also now aware of the danger of an unbelted passenger behind
them.
