What was the creators approach to seat belt safety in these ads that was so different from previous efforts? What was the effect of the crash test dummy PSA's on society?
Previously, ads promoting seat belts used horrific examples of what can potentially happen if a driver or people in the car did not use their seat belts. However, the new approach gave the same message in a more humorous way using crash test dummies. The crash test dummies became a highly popular PSA, earning more than $337 in donated time, making the iconic dummies into a celebrity. The widespread recognition the dummies got for the PSA finally gave the viewers the an idea of the dangers of driving without a seatbelt. Thus, seatbelt usage steadily rose, saving tens and thousands of lives every year.
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