Car Crash Survivors Pose With Seatbelt Wounds for New Photography Series

Car Crash Survivors Pose With Seatbelt Wounds for New Photography Series

The project, brainstormed by New Zealand’s transport agency and Clemenger BBDO Wellington, is an effort to highlight the deaths caused on NZ’s roads due to passengers not wearing seatbelts.

Ten young men – all of whom are real crash survivors – accentuate the marks left behind by seatbelts during their accidents. Approximately 90 people die on New Zealand roads each year, with young males making up the majority.

Truth is, a seatbelt can be the difference between ending up injured, or ending up dead.

With their post-crash pictures for reference, the real injuries they sustained were recreated by PROFX, working in conjunction with Emergency Medicine Specialist Dr. Tash McKay, who provided close medical guidance. Of the project, she said: “A seatbelt really does leave a mark like this. They will save your life, but they will leave you a mark to show how they’ve done it.”

With the wellbeing of the subjects in mind, each man had his portrait taken at home, surrounded by family and friends in case of any issue when recalling their accidents.

The campaign was rolled out across the subjects’ own social media pages, with the images supported by videos of each one of the survivors revealing what it means to them to still be alive today.

You can see more of the series at the official website.

All photography by Our Production Team, and used with permission of Clemenger BBDO.

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21 Comments

Ivan Lantsov's picture

they crash only men?

They didn't [put the women on the campaign because, you know... boobies.

So it's not real. "...With their post-crash pictures for reference, the real injuries they sustained were recreated by PROFX..."

Alex Reiff's picture

True, but I think they still went about it the best possible way. Trying to make an injured person pose, and undressing their wounds for show, creates an unnecessary health risk. And they did use real crash survivors, and consulted medical professionals for accuracy.

Does that diminish the message, Mike?

Just that if someone wasn't reading closely, they might miss it. The title of the article should have been: "New Photography Series Recreates Seatbelt Wounds of Car Crash Survivors". The title is what makes it deceiving. They did not pose with their wounds, they posed with makeup.

David Pavlich's picture

I thought it was an ad for a tattoo parlor. :-)

Rob Mitchell's picture

Guessing the campaign will take a back-burner for the mo' NZ has a pile of other crap to deal with right now :/

Very much so.

"Approximately 90 people die on New Zealand roads each year"

For a country with a population of 5 million, that seems impressively low.

Jon Kellett's picture

I don't know where the numbers come from, but they're wrong...

According to the Ministry of Transport (the govt), in 2018 there were 378 road deaths from 332 fatal crashes.

Kim Bentsen's picture

People with tattoos must be more accident prone.

Nathan Ricketts's picture

LOL my thoughts exactly. Also, do guys that look more like badasses get in more accidents?

Francisco B's picture

Great shots, is seatbelt bruising actually that bad in a real crash?

michaeljin's picture

Depends on how hard the crash is, but yes. It can be quite bad.

Alan Pearman's picture

Yes, and a lot worse if not worn correctly ie. high on the gut or one arm over the cross strap. Seen a few...

Jon Kellett's picture

I'm very curious about the numbers. According to the Ministry of Transport (the govt), in 2018 there were 378 road deaths from 332 fatal crashes...

Don't let the numbers worry you, Jon. The images convey a very strong message highlighting the importance of wearing a seatbelt.

Winston Gee's picture

This means that some crashes had multiple fatalies

Strange that no photographer has been mentioned