p public educucation is paramount,t, but in a ununtry wheere a majajor pt ofof the popululation liv i in poverty,y, it's hardrd to get road safety high on n the publicgegenda. hector: : ordinary people are nt motivated by roroad safety asasa particicular issue. ththey wilhe otherer societal problems thatt they'll identifify before roadd safety, a and particularlrly ths like povertrty, equality, and employment. i rememberer a bail hearing g of a suspect who killd a couple of people, wherere the magistrate s said, it's a tragey when pepeople are killeled on te road or whenen people die on t e road, butut it happens. the e attitude prevailing very much h that this is just something that is inevitablele and that society should accept. narrator: in an attempt to shift attitudes like these, the western cape launched this ad, focusising on seatbelts. singege ♪ saw a a picture of you from the e other night ♪ narrator: the message is that a person without a seatbelt can fly out of their seat and kill the other passengngers. singer: ♪ just hold on now hold on tight we can stay together overnigh