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Embrace Life
''Embrace Life'' is a short British public information film made for the Sussex Safer Roads Partnership (SSRP) about the importance of wearing seat belts. Released on 20 January 2010 and initially only shown in the local Sussex area, the short film became an international phenomenon after it was distributed on the internet, through social networking sites and YouTube, gaining over a million views in its first two weeks. By 13 February 2010 it had reached 129 different countries, was the 5th top rated video that month on YouTube and was the most top rated YouTube film of all time in the education category. The film achieved the highest rating of No. 8 Top Rated (All Time) film on YouTube, and as of 27 March 2013 it has had over 16,599,000 views. The film has been praised for its beauty and its emotional impact.〔 〕 The film has so far not been shown on television as part of a road safety campaign; although that was for which it was primarily designed and its spread has been almost entirely through the internet.
==Development==
Despite being a legal requirement for all car drivers and passengers in the UK, some people fail to wear their seat belt. The Sussex Safer Roads Partnership is a local government body in the East Sussex and West Sussex areas of England, and was looking to produce an internet-based road safety campaign film with a positive message, rather than one using more graphic shock tactics. Double BAFTA award-winning〔 writer and director Daniel Cox learned of the proposed campaign, and approached the Partnership with an idea for just such a film:
"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)〔
The name of the film, ''Embrace Life'', reflects its focus on life rather than the death and injury often associated with car crashes. Producer Sarah Alexander joined the project and immediately was faced with the challenge of the logistics of bringing Cox's vision to fruition. He specifically wanted slow-motion photography, requiring state of the art camera technology and 93,000 watts of lighting required by the high-speed filming.〔
"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. Choosing to film the story inside the family living room represents the feelings many people equate with their own car, in that it represents a level of safety and protection from the 'outer' world. So to create the emotion of this dramatic moment, I wanted to tell the story using slow motion to allow the audience the time to be drawn into the film's world and to let them connect with and project their own feelings onto the scenario playing out before them. I wanted to give the audience the time to breathe, to absorb our message and using slow motion was the right technique to allow this to happen." (Daniel Cox)〔
"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." (Daniel Cox)
"The inspiration for ''Embrace Life'' came from wanting to offer a positive message towards road safety really. A lot of the campaigns focus on the more graphic and horrific outcomes of accidents, whereas I really wanted to bring people into the conversation. The house represents a safety area, an area where you're normally surrounded by your loved ones, and the car can be an extension of that, but it's not only yourself that's impacted if something unfortunately goes wrong, but also family and friends too." (Daniel Cox)〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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