Federation helps drivers understand the relationship between speed, and safe, liveable communities

AUCKLAND, Today: Indie shop Federation has launched an Auckland Transport behaviour-change campaign, providing context for the proposed speed changes in the city.

Federation managing partner Olly Boden said: “Aucklanders deserve some good karma right now, and this week Auckland Transport launches its Good Karma behaviour change campaign for drivers. 

“The campaign provides vital context for the proposed speed changes in Auckland, helping drivers to understand the relationship between speed, and safe, liveable communities. Especially where there are pedestrians and people on bikes.

“The campaign leverages the concept of karma to connect Aucklanders to the reality that calmer driving can avoid harmful consequences for both themselves and others. In this way, we can all contribute to safer, liveable communities for everyone – now and in the future.

“The campaign includes a 30s film on YouTube, TVNZ On Demand cinema, and AT’s social media channels. Additionally, radio ads and OOH placements will deliver the message in key locations.”

“By modelling the behaviour we want to encourage – good, safe driving – we hope to motivate drivers to make a conscious change towards a calmer, safer mindset when they’re behind the wheel.’’

CCO Tony Clewett said: “The creative idea leverages behavioural priming and nudging to influence drivers with the feel-good behaviour change message of ‘Drive calmer, spread good karma’.

“It gives a visual demonstration of how one person’s mood and actions can impact another person’s wellbeing, and how this ‘contagious’ behaviour applies to our driving. ‘Good’ drivers stick to safe speeds and help to spread positivity, both to other drivers and pedestrians.”

AT senior marketing & comms specialist Mark Sharman said: “You and your loved ones are sometimes the ones in the car travelling just that bit too fast.”

In June 2020, after extensive consultation, AT changed the speed limit on 600 roads in the region to help prevent death and serious injuries.

The campaign includes a 30-second film that will run across YouTube, TVNZ On Demand and cinema, and also Auckland Transport’s social media channels. Additionally, radio ads and OOH placements will deliver the message in key locations.

CREDITS

Federation

Chief Creative Officer: Tony Clewett
Group Business Director: Liz Adams
Account Director: Ollie Crawford

Production

Production & Post: Toybox
Director: Laura Sargisson
Editor: Philippe Lods
Colourist: Dave Gibson
VFX Supervisor & Artist: Andrew Stewart
Photography: Fraser Clements

Media – MBM

Business Manager: Sandra Smoljo
Digital Manager: Jane Collett