Brief Description: In 1991 it became law to wear a rear seatbelt however 6 years on only half of passengers were doing so. Aimed at the general public, especially the younger market the objective was to create a permanent and immediate change in behaviour. With a small budget of £750,000 the campaign generated much TV and press coverage. Awareness of seat belt publicity rose from 20% to 55%. Observed rear wearing rates went up from 48% to 59%, highest ever reached; and from 40% to 56% among 18-30 year olds. It was estimated that the first burst of advertising saved 18 lives, plus many injuries. This saved the Government £73 million---(TAGS)---Full Title: COI - Dept of Environment, Transport & the Regions - Road Safety - Rear Seatbelts: Sudden Impact. How can we measure the cost of a life? ; Number: 2000/21 ; Brand: COI - Department of Environment, Transport and the Regions - Road Safety ; Client: Department of Environment, Transport and The Regions ; Product Category: Government Departments (Public service information campaigns) ; Agency: Abbott Mead Vickers BBDO ; Author: Vanella Jackson, Helen Scott, Naomi Barker ; Prize Winners: (Adworks ref: Advertising Works 11)