There are actually more than two million accidents annually on Germany’s roads. Today, the leading causes are speeding, drunken driving, and driving with no safety belt. One in nine individuals killed in road mishaps might be alive if he or she had been using a seat belt. So message reads: Buckling up can help to save lives.

The German Road Safety Organisation (DVW) hopes to convey this message home to German auto drivers. It has been working towards greater safety and fewer accidents on Germany’s roads for over 85 years. Through its programmes, initiatives and events, the DVW reaches around 2.5 million people a year.

Sing an emotional form of address, we aim to make the core message “Wearing a seat belt means the difference between life and death” stick. To do that, the campaign attracts people’s attention where its message has maximum impact – on busy roads.