THE CRASH TEST DUMMIES | 1/16/18

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?

The creators decided to make a PSA that addressed the issue with a sense of humor, rather than a traditional, shocking PSA. This decision turned out to be a great idea, and proved to be successful. The campaign was an instant success, and made the crash test dummies, Larry and Vince, pop culture stars. The campaign earned over $300 million, and seat belt usage rose from 21% to 67% in a decade.

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