Last February, I posted a safety video from Sussex Safer Roads Partnership. The message was just the usual 'wear your selt-belt', but the concept was highly creative and its execution was excellent, and the ad won many awards. Briefly, a man sits in a chair in his living room, pretending to drive a car. He sees an (imaginary) accident developing, and his wife and daughter rush to clasp him into his chair just before the impact. If you haven't seen it before, go and do so now. It's stunning, and I can't watch it even now without getting something in my eye.
The Partnership have now come up with one for bikers, called 'Stay A Hero'. It was made by the same company, Alexander Commercials, and has a similar creative slant. I can see this winning awards too.
These two have a much greater impact on me than almost any other safety 'commercial' I have seen. I think it's because they don't set out to frighten, or threaten, or induce guilt. They work on love rather then fear, on positive emotions rather than negative, and they work superbly.