2014, Romania. 6 out of 10 drivers still don’t wear seatbelts. And while younger drivers know about the benefits of wearing seatbelts, they just choose to ignore them.

In order to deal with this problem, ACR (The Romanian Automobile Club) decided to take a less ordinary approach, by launching a campaign purposed to make seatbelts very hard to ignore.

Introducing #seatbeltb00bing: the Instagram campaign that turned wearing seatbelts in the sexiest fashion trend of 2015 in Romania.

We offered a new reason to wear their seatbelts and boy did they participate, taking the media by storm and proving that, when in the car, instead of taking a #selfie, it’s better to buckle-up and take a #safie.