South Australia Police launches graphic seatbelt campaign via The Sideways Theory


South Australia Police is targeting drivers who neglect to wear seatbelts in a new campaign launched by Adelaide creative and strategic agency The Sideways Theory. The cross-platform campaign will serve as a confronting reminder to non-complying drivers across both regional and metropolitan areas of South Australia.


While the visuals are dramatised, each scenario captures real life outcomes that are featured in the campaign to depict much needed authenticity. SA Police has taken this approach to help shock drivers into wearing a seatbelt.

The Sideways Theory applied high-level research via local agencies Kantar and New Focus an in-depth media strategy developed by Wavemaker, and SA Police frontline experience to create a true-to-life campaign that is now running widely throughout South Australia across all media channels.

Just launched, the campaign will be seen on all free to air channels, connected TV, out of home, digital, radio, out-of-home locations, and other online channels.

Says Jason Hollamby, Director at The Sideways Theory: “This campaign is designed to provoke a highly targeted group of drivers who are still resistant to wearing seatbelts. They either don’t understand the potential consequences, forget or simply don’t care. These are confronting images, but they are very real.”

Says Richard Blackwell, Manager, Media Road Safety at SA Police: “These particular drivers are often not wearing seatbelts out of recalcitrance, but it seems like a silly cause to give your life to. The facts are very clear, if you wear a seatbelt you are less likely to die or be seriously injured in the event of a crash.”

Adds Hollamby: “We spent considerable time with SAPOL’s Major Crash Unit to fully understand the circumstances that would result in catastrophic outcomes due to not wearing a seatbelt. This campaign is designed to grab attention. Whether you’re a driver or a passenger, we’ve accurately captured the potential for disaster.”

Watch the Metropolitan TV Spot
Watch the Regional TV Spot


South Australia Police launches graphic seatbelt campaign via The Sideways Theory South Australia Police launches graphic seatbelt campaign via The Sideways Theory South Australia Police launches graphic seatbelt campaign via The Sideways Theory

Client: South Australia Police
Client Manager: Richard Blackwell

Agency: The Sideways Theory
Creative Director: Jason Hollamby
Director: Jason Hollamby
Studio: Sideways Studios
First AD: Bradly Lanyon
Account Director: Julie Kushnir
Copywriter: Jason Hollamby
Art Director: Francesca Germanis
Art Director: Andrew Slattery
Designer: Celine Callander

Production Co: Sideways Studios
Casting: Sideways Studios
Production Manager: Bonet Leate
Production Manager: Rachael Gates
Hair & Makeup: Adele Shearwin
DOP: Maxx Corkindale
1st A/C: Manuel Ashman
2nd A/C: Ben Fernandez
3rd A/C: Jake Cooper
4th AC: Rebecca Duncker
Grip: Justin Van Zyl
Grip: Django Nou
Gaffer: Daniel Ross
Runner: Eloise Holoubek
Drone #1 Operator: Andrew Johnston
Drone #2 Operator: Dai Cookes
Sound Recordist: Victor Ivchenko
Photographer: Steve McCawley
Asst Photographer: Josh McCawley
Retoucher: Paul Munzberg
Editor/Effects: Stephen Deeble, Visualizm
Assistant Editor: Maddie Tierney
Sound Engineer: Scott Illingworth, Seeing Sounds
Voice Talent: Tom Bourne
Lighting: Zac Steele
Action Vehicles: Gary Baxter
Stunt Coordinator: Nigel Harbach
Safety Officer: Clay Dunn
Nurse: Catherine Wake
Traffic Control: Seychell Traffic
Research: Kantar
Research: New Focus
Media Agency: Wavemaker
Out of Home: MediaNest