Fasten Up Your Future

There is a significant underuse of seatbelts within Birmingham’s South Asian (SA) community, contributing to a high incidence of road casualties, peaking in the 16-24 age group.

Behavioral analysis revealed that this problem was not just a matter of road safety but reflected a broader inequality issue in an underserved community.

Our award-winning work (CIHT “Research Initiative of the Year” 2022, ’Highly Commended’) empirically showed that insight-led, co-designed messaging outperforms generic messaging to increase intention to wear a seatbelt among this cohort.

Transport for West Midlands (TfWM) and the Road Safety Trust funded So-Mo to capitalize on these research findings and design and evaluate an innovative online seatbelt campaign.