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Powerful ad in South Africa reminds drivers to buckle up

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A few weeks ago, the South African Ministry of Transport launched a powerful safety campaign titled “The First Kiss,” which aims to remind everyone about the importance of buckling up in a car.

Unlike previous ads that show front-seat occupants being thrown out the windshield, this one features a group of four friends who all buckle up… except one. 

The message? Failing to put your seat belt on not only endangers your own life, but also the lives of other people in the vehicle as you become a human projectile.

Before the campaign, stats revealed that only 13% of rear-seat passengers in South Africa buckled up; six weeks later, it was 34%.