ImageMaster Productions: Unbuckled

"Unbuckled"

ImageMaster Creates Life Saving and Behavior Changing Spots

Atlanta, GA- Two television spots created and produced by ImageMaster Productions proved highly effective during the recent Thanksgiving Holiday, resulting in a significant increase in safety belt usage in Georgia and a large decrease in the number of predicted deaths over the long holiday weekend. The campaign began airing throughout the state the week before Thanksgiving and continued throughout the holiday.

View the PSAs
	Unbuckled 1 and 2

(requires Windows Media Player)

ImageMaster produced the two dramatic and effective public service announcements for the Governor’s Office of Highway Safety’s (GOHS). The PSA’s are intended to raise awareness about the importance of buckling up ‘every seat, every time’. The two spots tell the story of a teenage girl who must face the consequences of not wearing her seatbelt. Law enforcement and traffic safety experts have long warned motorists and their passengers that seatbelts are important for every person in the car, whether in the front seat of back seat.

Creative Director Dan Johnson of ImageMaster, with direction from GOHS Director Robert Dallas, created the spots to specifically address motorists and passengers that believe sitting in the backseat means safety belts are not necessary. Law enforcement officers report that an unbuckled person can become a deadly force during a traffic accident, severely injuring or killing other occupants, even in low speed crashes.

Jim Bridges, Director of Photography,
on location for "Unbuckled"

The spots were shot in the metro area on 16mm film by Director of Photography Jim Bridges, who mounted his film camera on the hood of a car to capture some of the shots used in the spots. A companion spot was shot at Emory’s Crawford Long Hospital and utilizes flash back scenes from the accident in which the unbuckled teenage girl faces the consequences of her decision not to buckle up. The two spots were edited by Craig Tollis, along with AD Port Wilson at the ImageMaster post-production facility in downtown Atlanta.

ImageMaster was selected to create the series of spots based on their planned approach to utilize clear and proven research, as well as their track record of consistent high quality production, design and execution. Research shows that high production quality is an imperative element of successful campaigns, in order to capture the attention of an audience who has been exposed to numerous low quality PSA’s, which they tend to ignore. Studies also show that the portrayal of realistic, negative consequences, a focus on heightened levels of enforcement, and arousing legitimate concern in viewers, are most effective in changing the attitudes and behaviors of drivers.

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