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.