How do you communicate one of the most important features in a vehicle - The three-point safety belt?

Ads appeared every few pages in '20 Minutes' (Switzerland's most popular free newspaper) showing how many people had been saved by the belt in the time taken to read the last few pages. And we placed the counter on websites with high visitor frequencies as well as the online television site, wilmaa.ch. We set up a microsite containing a wealth of information about the 50th anniversary of the three-point safety belt. A counter on the microsite continues to show the number of lives saved by the belt even now.

After 13 August 2009, the three-point safety belt was a major topic in the media. Many magazines and newspapers carried big stories about the anniversary of Volvo's invention of the century.And while you've been reading this article, another 14 human lives have been saved.