Chip and Dan Heath, in their book SWITCH, describe the emotional tug as the superior force in our lives and compares that to an elephant being directed by the analytical man sitting atop it.  You can tell the elephant that not wearing a seatbelt is dangerous; that wearing a seatbelt may save your life; and that it is against the law to not wear the belt.  But ultimately, the elephant will do what the elephant wants to do.

No matter how many times I tell my children to buckle up, every time I look into the back seats I see them scurrying to avoid the $1 dollar per infraction fee I have implemented (to no effect) for failure to wear the seatbelt.  Perhaps if I had “tugged” on their emotional beings, rather than their intellectual I might have succeeded. Perhaps this video will do it not only for my family, but for yours as well.  Buckle up!