In its line of provocative announcements, the DGT has just released a new spot called “Maltreatment” to raise awareness among parents about the vital importance of using the belt and the tragedy that can be triggered by not using it.
Appeal to guilt to make parents responsible for a situation that could have been avoided comparing the non-use of the seat belt with child abuse.
True, the comparison may seem somewhat exaggerated since, unlike when a child is mistreated, by not putting on the seat belt the father does not have the explicit intention of harming the child, but is a possible consequence of not doing so. and of course, negligence that can be understood as a form of violence. But it is undeniable that the announcement in just 20 seconds fulfills the objective of attracting the attention of parents who have ever thought: "If we go very close", "It's only 5 minutes" or "I do not put the belt, total takes it off".
In addition to the images, the figures released by the DGT also scare. 25% of children who die in traffic accidents were not well subject and 1 in 4 children who have died from not wearing a belt would have been saved.
The ad slogan is blunt: "To hurt a child you don't have to put your hand on it". Obviously, parents do not want our children to hurt themselves, so you know, to use child restraint systems properly in the car is to show that we love them.
