AUCKLAND, Today: FCB, MBM, and NZ Transport Agency Waka Kotahi have rolled out a new campaign that starkly presents the dangers of drug-impaired driving to New Zealanders.
The initiative kicks off with the powerful message, Don’t Let the Drugs Drive, aiming to address this critical issue on the roads.
Nearly a third of all fatal road crashes in New Zealand involve drugs, yet many people are unaware of this fact and underestimate the risk of getting caught. The campaign targets all New Zealanders, raising awareness and urging them to consider their role in curbing this dangerous behaviour.
By stressing that the police aren’t the only deterrent, the campaign highlights the frequent, tragic encounters with drug-impaired drivers. It aims to dispel myths and show the real consequences of driving under the influence.
The centrepiece of the campaign is a film directed by Tom Gould, featuring a 180-degree spinning shot that draws viewers into the chaos and emotional impact of a crash scene. This approach, combined with real-life responders and cutting-edge cinematography, aims to make viewers feel the gravity of the issue.
“We must raise awareness of the issue with New Zealanders before we can change attitudes and beliefs and ultimately behaviour.” – Emma Bottomley
“It was important to show the damage that is actually happening on our roads. It’s not minor dings, it’s death and serious injury. The perception is that alcohol and speed are the main factors in crashes, but unfortunately we have to add drugs to that list,” explains Leisa Wall, Chief Creative Officer.
Tim Gavriel and Aaron Carbines, Senior Creatives, noted, “In order to have ads like Ghost Chips, you needed to preface it with years of educational communications that highlight the harsh consequences of drink driving.
“Now, that NZTA Waka Kotahi has drawn a line in the sand, It feels like we are at the beginning of that same educational phase with our Don’t Let the Drugs Drive platform.”
“This is the first step in a programme of work to tackle drug driving,” says Emma Bottomley, NZTA Marketing Manager. “We must raise awareness of the issue with New Zealanders before we can change attitudes and beliefs and ultimately behaviour.”
The campaign debuted on 23rd February, leveraging both online and offline media to maximise reach.
- For info here: www.nzta.govt.nz
CREDITS
Client: NZTA – Waka Kotahi
Agency: FCB Aotearoa
Production Company: Sweetshop
Director: Tom Gould
Executive Producer: Ben Dailey
Producer: Annelise Yarrell
Casting: Catch Casting
DOP: Crighton Bone
Offline editor: Mariano Segedin
Visual FX: Stu Bedford | The Machine Room
Colourist: Fergus Rotherham
Sound design: Craig Matuschka | Liquid Studio
Composer: Copra Recordings
Share this Post
The post NZTA launches bold campaign against drug-impaired driving appeared first on M+AD!.