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[1] 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.[2] 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.[3] 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.[4] The film has been praised for its beauty and its emotional impact.[5][6][7][8] 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.
^Gillian Reeves (5 February 2010). "Five Strikes to Embrace Life". Parliamentary Advisory Council for Transport Safety. Archived from the original on 1 March 2010. Retrieved 9 April 2010.
^"Welcome to the Sussex Safer Roads Website". Sussex Safer Roads Partnership. Retrieved 9 April 2010.
^Neil Hopkins (13 February 2010). "The Making Of..." Sussex Safer Roads Partnership. Archived from the original on 24 March 2010. Retrieved 9 April 2010.
^"Embrace Life – always wear your seat belt". 11 April 2010. Retrieved 19 November 2012 – via YouTube.
^"Surprising 'buckle up' PSA (video)". The Hollywood Reporter. 7 February 2010. Archived from the original on 3 May 2010. Retrieved 7 March 2010.
^Catey Hill (9 February 2010). "Sussex Safer Roads Partnership's 'beautiful' 'Embrace Life' seatbelt PSA has bloggers all abuzz". Daily News (New York). Retrieved 9 April 2010.
^Josh Levs (21 February 2010). "Seatbelt PSA Becomes Worldwide Phenomenon". CNN. Retrieved 7 May 2010.
^"Embrace Life VIDEO: Seat Belt Campaign Emphasizes Family". Huffington Post. 22 February 2010. Retrieved 9 April 2010.
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