Association Les Ambassadeurs de la Securité Routiere – Seatbelt Campaign
ASR is an NGO based in Tunisia. In 2015 twenty nine percent of deaths were because passengers were not wearing seat belts. The NGO was the driving force behind a successful campaign, delivered through many private and public sector partners including TV, newspapers, and radio as well as social media to raise awareness increasing the visibility of the issue.
Key is this approach was the use of celebrities to carry the message. These came from, cinema, theatre, football, music and TV.
This successful national campaign delivered with collaboration with the Ministry of Transport and private sector partners has led to a nine percent decrease in deaths.