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Embrace Life

Embrace Life

Embrace Life is an award-winning short British public information film made for the Sussex Safer Roads Partnership (SSRP) about the importance of wearing seat belts. The film achieved the highest rating of #8 Top Rated (All Time) film on YouTube, and as of 25 July 2010 it has had over 10,400,000 views.

“Key to the film’s creation was to focus on a message that didn’t take a conventional route to shock and scare the audience; rather it was my intention to bring the audience in on the conversation of road safety, specifically seat belts, and the best way to do this was to make a film that could engage the viewer purely visually and could be seen and understood by all, whoever they are and wherever they lived.” (Daniel Cox)

“I wanted to create a visual metaphor addressing how a single decision in a person’s day can greatly influence both their own and their loved ones’ lives.” (Daniel Cox)

“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.” (Daniel Cox)

“Originally, we wanted something to run on local cinema screens, on my workplace’s website, and on DVDs at educational interventions within our county. We never dreamed that the campaign would touch so many people.” (Neil Hopkins)

The film had a small budget of £47,000 (US$72,000) and was shot over two days. No computer-generated imagery was used in the making of the film. It has a running time of 1 minute 29 seconds.


Main Credits

Writer/Director: Daniel Cox
Producer: Sarah Alexander
Executive Producer: Neil Hopkins (Sussex Safer Roads Partnership)
Director of Photography: Luke Scott
Music Composer: Siddhartha Barnhoorn
Production Designer: Aoife Wilson
Art Director: James Custance


Father: Austin Spangler
Mother: Lara Corrochano
Daughter: Clare Denning

Find out more on Wikipedia

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