Tina Turner to belt up

Press, 18 December 1985, Page 8

Tina Turner to belt up

PA Wellington The Ministry of Transport has signed up the rock queen, Tina Turner, to star in its seat-belt advertising campaign. . . Miss Turner joins Richard Hadlee, Susan Devoy, “Grizz” Wyllie, Dave Dobbin, Bernie Fraser and other sportspeople and teen “heroes” in a campa gn aimed at knocking he “macho” image of driving without wearing a seat belt : Tie 10-second Only M dummy doesn’t belt up” ad-

vertisement will appear on television before Christmas. The campaign concept came from the Ministry and an advertising agency which talked to Miss Turner in Los Angeles and then again before her Auckland concert earlier this month. An agency spokesman, Mr Simon Walker, said she had been happy to help the campaign and, like all those involved, had agreed to take part free. tf “It’s a real coup for the ' Ministry,” Mr Walker said.

“We are aiming at young aggressive boons, so we looked at slightly mean sportspeople — people with a tough image.” The belt-up television campaign has already begun and depicts a dummy being thrown by the force of impact through a windscreen. It aims at permanent behavioural change, mainly among young male drivers by showing that tough unconventional heroes are weiring seatbelts and so should they.