It ran on national television from 1998 to 2003, and was so successful it was also shown in France, Germany and Australia, as well as being remade by Royal Dutch Shell for broadcast in Libya.
[3] The campaign was an "IPA Advertising Effectiveness Award" winner and increased the usage of rear seat belts in the United Kingdom by 11% saving 18 lives per year.
[1] Julie is driving her two teenage children in a red Vauxhall Cavalier Mark III to school.
On the screen, we see Julie is so concerned with trying to avoid a Ford Transit Mark II which appears to be tailgating her that she's not concentrating on the road ahead.
Her son, who is sitting directly behind her, is thrown forward, killing her instantly as her skull is smashed in by his forehead.