The New Zealand Transport Agency (NZTA) has created an eye-opening photography campaign that will spur you to buckle up every time you get on the road.

According to NZTA, 90 people die in road accidents in the country each year for driving sans seat belts.

Among these fatalities, young males make up the majority of this number. This campaign tells the stories of crash survivors and aims to raise awareness on how something as simple as wearing a seat belt can save your life.

NZTA teamed up with media company Clemenger BBDO to debut the ‘Belted Survivors’ series, which displays portraits of real crash survivors with distinctive wounds left behind by seat belts. These wounds are meant to represent “badges of honor” that prove how a seat belt can save a person’s life instead of being just an “unnecessary accessory.”

The series shows 10 Kiwi men, including a young chap named Luke, who woke up from a coma the day before his wife gave birth. If he hadn’t buckled up, he would not have survived to see his child.

These men were chosen by the NZTA after it launched a national call-out seeking images of men who overcame car crashes thanks to their trusty seat belts.

Using the submitted photos as references, Profx—a firm specializing in prosthetics and special effects makeup—recreated the injuries for the photo project. Profx worked together with emergency medicine specialist Dr Tash McKay, who imparted medical guidance to aid the campaign.

The survivors were photographed in an environment familiar to them, surrounded by their loved ones as they spoke about their past experiences. These men then raised awareness about the campaign on their social media accounts, where they further stressed the importance of wearing a seat belt.

[via The Drum, opening image via Belted Survivors]

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