Embrace Life marks a departure from traditional forms of road safety advertising, which very often deal with the consequences of a collision. In order to make the product as accessible as possible to the Sussex community, the Sussex Safer Roads Partnership (SSRP) has developed the product to provide an emotional - rather than a horror - response.

Neil Hopkins, Communications Manager, explains: "Embrace Life deals with the non-wearing of seatbelts by both drivers and passengers - which continues to be an issue not only in Sussex, but across the entire United Kingdom and EU, despite many years of high profile campaigning.

"Sussex Police stop thousands of drivers every year for failing to either not restrain themselves properly, or restrain their passengers properly. In 2008, over 100 Fixed Penalty Notices were issued to drivers who failed to restrain their children properly in the vehicle - and one can only imagine the impact this would have had should those vehicles have been involved in a collision.

"Our cinematic advert has provoked a strong emotional response in all who have seen it. We have achieved this through a strong emphasis on positive messaging and imagery, rather than relying on shock tactics."

Embrace Life's Writer/Director Daniel Cox is an award winning filmmaker, with two consecutive BAFTA 60 Seconds of Fame awards to his credit. He was keen to be involved with the project and brought his own, unique, approach to the finished product.

"It was central to the development of the project that we root the concept of wearing a seat belt firmly in the family domain, and create the advert so that it could be viewed by anyone of any age. Children are so important as opinion formers within their family that we felt it imperative to have a child take a pivotal role in relaying our message.

"One key aspect to the storytelling is that we developed Embrace Life to be non-language specific, so that the message wouldn't become lost when viewed by visitors to, or residents of, the UK where English might not be their first language."

The Producer overseeing Embrace Life was Sarah Alexander, who has worked as a researcher on BBC Horizon and completed a three year traineeship with BBC News to become a Broadcast Engineer. Deciding that film was her main interest, she then moved to Pathé - first as a runner and then the Assistant to the Head of Production and only left this when she was offered the job of Assistant to the Producer on Jane Campion's new film Bright Star. Since completing that she has worked at Ealing Studios as the Assistant to the Head of Studios and the Managing Director for three films and is presently working as the stand-in Production Executive on their new film Burke & Hare (directed by John Landis).

To view Embrace Life, log onto www.embracethis.co.uk.

Once you've seen Embrace Life, please feel free to tell the Sussex Safer Roads Partnership what you thought about the product. The Partnership has a Facebook group and is encouraging Sussex residents to join the group and discuss not only Embrace Life, but any aspect of road safety within the county. To find the SSRP Facebook group, either search for 'Sussex Safer Roads Partnership' within Facebook, or follow this link.