Volvo is asking people to share seat-belt selfies so it can improve safety in future cars

Latest campaign crowdsources data and shares knowledge as part of brand's ongoing initiatives

Published On
Sep 20, 2019

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Volvo is asking people to share selfies of themselves wearing seat-belts, in the auto brand's latest effort to crowdsource safety knowledge.

Earlier this year, the brand unveiled its E.V.A. (Equal Vehicles for All) initiative, which aims to build a digital library sharing safety data such as the fact that women are more likely to be injured in accidents. The project won a Grand Prix for Creative Strategy at Cannes. 

Now, a new project by Forsman & Bodenfors asks drivers to take a selfie with their safety belt on, in a safely parked car, post it on social media and tag it #SelfieForSafety and @volvocars. The pictures will be analyzed by Volvo Cars’ safety department, and the results and learnings will be shared with the rest of the automotive industry. As of now, Volvo is not disclosing what its analysis will entail, as that may influence its research. The brand explains on its site that "it aims to gather valuable safety belt usage information from everyday situations" and "the findings could help enhance overall driver and passenger protection" and help to improve usability and acceptance of the seatbelt in future cars.

“The Selfie For Safety initiative uses the selfie, but in an unselfish way," says Hampus Elfstrom, a creative at Forsman & Bodenfors in Gothenburg, Sweden. "From The E.V.A. Initiative we saw that people wanted to join the conversation about safety and equality. We are now taking it a step further by inviting everyone to contribute. Once again it’s been possible thanks to our close relationship with Volvo Cars."

The campaign is running on digital channels and Volvo's social media channels this month, and results will be shared by the end of the year on the E.V.A. Initiative website.


Sep 20, 2019
Client :
Agency :
Forsman & Bodenfors
Client :
Auste Skrupskyte
Client :
Dominique Amkell
Art Director :
Karl Risenfors
Art Director :
Leo Dahl
Art Director :
Sophia Lindholm
Copywriter :
Hampus Elfström
Account Supervisor :
Magnus Wretblad
Account Executive :
Katarina Klofsten
PR :
Bjarne Darwall
Planner :
Trine Keller-Andreasen
Digital Strategist :
Sara Björnung
Web Design :
F&B Inhouse
Artwork :
Martin Joelsson
Artwork :
Christian Sundén
Media Agency :
Title :
Director :
Marcus Ibanez
Producer :
Dea Saracevic
Production Company :
Director of Photography :
Jake Hunter
Executive Producer :
Sophie Tamm Christensen
Online :
Online Post Producer :
Moa Looft
Photographer :
Therese Öhrvall
Composition :
Pierre Riddez
Performed by :
Pierre Riddez
Master rights owned by :
Pierre Riddez
Publishing rights controlled by :
Pierre Riddez

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