Belts and boobs – main stars in a Romanian campaign aimed to convince drivers to wear the seat-belt 

According to sources, Ads, Advertising

Romanian Automobile Club (ACR) decided to drop the classical approach when it comes of road safety education, as it fails to convince the drivers, and embraced a new and buzz generating approach proposed by the advertising agency Publicis Romania.

Publicis Romania had the idea of a campaign that would transform the boring seat-belt in a cool and sexy item, impossible to ignore. The agency  conceived a viral campaign on Instagram, tackling the seat-belt problem in an unconventional way.


The campaign uses 2 women’ passions – selfies and being sexy – to convince drivers to wear the seat-belt. Moreover, the campaign suggest that, in case of women, the seat-belt might make them even sexier, as it becomes an accessory instead of just a boring safety measure.

The campaign has its own hashtag on Instagram –  #seatbeltb00bing –  where women are encouraged to upload selfies of them wearing the seat-belt and do that for a good cause, namely transform wearing a seat-belt into a cool trend for Romanian women.

The campaign already gathered over 300 photos on Instagram and it generated free media coverage of Euro 205,000, with #seatbeltb00bing covered in 63 articles from 4 countries, 2 TV stations and over 130,000 views on YouTube.

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