Many young inner-city drivers don’t think it’s necessary to wear seatbelts on short journeys and don’t realise the potential injuries they risk by not wearing one, even at low speeds. Through online banners and EyeBlasters (as well as a TV ad) we asked the target audience to sit up and take notice – and to ultimately belt-up and use their seatbelts. The website featured an interactive crash simulator which shows the injuries they are risking by not belting up, as well as facts on safety and the law. Average click-through rates were 8.9%, but as high as 17% from some sites.