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WC hails ‘First Kiss’ advert for drop in number of road deaths

Transport MEC Donald Grant believes the ad released on TV, online and in cinemas drove home the message.

FILE: The department says its First Kiss campaign launched in March helped to emphasize the importance of buckling up. Picture: Netcare via Twitter

CAPE TOWN - Western Cape Transport believes a hard-hitting television ad has helped reduce road deaths in May.

Road crash fatalities are the lowest they have been in two years.

The department says its 'First Kiss' campaign, launched in March, helped to emphasise the importance of buckling up.

The 'First Kiss' TV commercial has won two advertising industry awards, but has also criticised for its graphic imagery.

WATCH: The First Kiss [Warning: Graphic content]

Transport MEC Donald Grant believes the ad released on TV, online and in cinemas drove home the message.

The ad shows a young couple meeting for the first time and before they can share their first kiss they are involved in a fatal crash along with friends.

The ad ends with the words 'no seatbelt, no excuse' and the hashtag #bethechange.

Officials have also conducted seatbelt compliance surveys at four major Cape Town intersections and recorded a 27,5 percent increase in seatbelt compliance across the province since the start of the campaign.