BUCKLE UP!: Wheels24 readers respond to the Western Cape government's shocking safety ad. One user says: "I think it's a pointless advert, yes graphic and shocking but if all four die what's happened to your message about wearing a seat belt?" Image: YouTube
Cape Town - On Tuesday, Wheels24 reported on the Western Cape Department of Transport and Public Works latest road safety campaign titled 'The First kiss'.
The department's new ad, launched ahead of the Easter holiday period, shows a graphic car crash involving four youths in Cape Town.
Controversial campaign: This horror SA ad will make you buckle-up
We asked Wheels24 users if they believed shock tactics are effective at reducing road deaths in SA and a homepage poll garnered 12 597 votes. The majority of users (7083 votes), don't believe shock tactics will have any effect on reducing road carnage.
Are shock tactics effective at reducing road deaths in SA?
Yes, nothing else seems to work - 2798 votes
Yes, as long as it's not too graphic - 398 votes
No, road deaths will continue to climb - 7083 votes
Maybe, depends on the campaign - 2318 votes
Cilla Webster: Yes they work. Australia used shock ads for smoking and car deaths. Drunk drivers don't respond to polite requests. We have to start suspending drivers' licences. If people drive with suspended licences they must get a jail term. My late father was an alcoholic and had his licence suspended for up to two years at a time. It left my brothers with the power to say, 'No, we aren't taking you to the hotel'. Suspension does work.
Coralie Hayward: I think it is a brilliant ad and needs to be as shocking as possible to affect a complacent mindset with regards to seatbelt obedience on the roads. I am guilty of not wearing a seatbelt, but not again after seeing that ad.
Judy Bird: If this advert is what must be used to make people aware then it's brilliant. So many children 'loose' in vehicles. More policing of seat belts needed. Fines imposed.
Thalia Van Staden: Awesome campaign we need more graphic real life scenarios to wake up the people!
Tony: Some years ago there was a group of young students in the UK using their own devices who made a video that simulated a crash. This short video was so dramatic it certainly had an effect. So much so that many of my friends at the time followed the slogan 'belt-up!' If this video could be found it could be again a life saver. Good luck with the campaign.
Jan Opperman: No action will really work over the long term. We need to create a culture at school level that when they grow up, children act responsible and not like their examples set by parents and taxi drivers.
Tim Denny: Nothing shocking about this ad. Put some ads out that will bring it home properly.
Clive Dorning: I don't consider the advertisement to be a shock tactic at all. It delivers a very clear message of the reality of road accidents that many drivers choose to ignore because they don't have a full appreciation of the consequences of road accidents. It brings home in a very real way what so many of us conveniently ignore. My compliments to the producers of this ad for making it "real".
**8227: I think it's a pointless advert, yes graphic and shocking but if all four die what's happened to your message about wearing a seat belt?
Lerato Libe: I found the ad offensive and insensitive and traumatic especially to road accidents survivors on the healing process.
WARNING: Graphic imagery