New Zealand Transport Agency (NZTA): DRUG DRIVING CAMPAIGN

Credits & Description:

Advertiser: NEW ZEALAND TRANSPORT AGENCY
Agency: CLEMENGER BBDO
Category: Best Use of Integrated Media
Advertising campaign: DRUG DRIVING CAMPAIGN
Business Director: Annabelle Wilkinson (OMD)
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Briget Alkema (Clemenger BBDO)
Account Manager: Emily Goulden (OMD)
Direct Of Social Marketing: Linda Major (Clemenger BBDO)
Strategic Planner: Thomas Scovell (Clemenger BBDO)

Execution
Communication channels needed to be very public to confront NZers with real drug driving scenarios and allow for the audience to react and interact in a very public manner, in real time, along with other people like them. Media that allowed NZTA to be the debate facilitator.Firstly, we made this uncomfortable topic unavoidable by asking NZ across multiple mass media: “Drug driving. Do you think it’s a problem?”We then collected reactions and opinions and broadcast them. Everywhere people saw and heard their peer opinions, they had the opportunity to add their own – on touchscreens in petrol stations, digital billboards, street posters, Facebook polls, banners, pre-rolls, radio DJs or TVCs and presenter prompts.And so the cycle continued……No matter where someone answered or commented, they saw or heard the live opinions of their peers, alongside ever-emerging shocking statistics on the scale of the problem.

Effectiveness
Our objective was to set the agenda and IGNITE THE CONVERSATION. Then use the findings to inform future campaign themes.The huge number of Kiwis are now concerned about drug driving – rising from 10% to 70%. 105,000 voted (without any offered incentive), 8,000,000 views of the conversations and poll results, creating 1079 separate conversation strands seen by 689,000. All in a country with a tiny adult population of just 3.2m.New Zealanders are now well aware that drug driving is a problem. Through social media monitoring and poll results we have numerous insights to drive the continuation of this campaign.

Strategy
Drug driving is one of the most common causes of fatal road accidents in New Zealand (NZ). One in every 4 people killed on NZ roads has drugs in their system. People were not aware of the problem and no-one felt comfortable discussing it.Our objective was to set the agenda across NZ society as a whole and get the problem into New Zealanders’ conversations. People are more likely to voice an opinion if they feel everyone else is talking about this subject too.This informed our strategy of provoking a response to questions around drug-driving then continuously broadcasting the results so people could see how other Kiwis felt about it too.So, we simply asked the NZ public: “Drug Driving. Do you think it’s a problem?” Scarily, we found only 1 in 10 believed it was.We rebroadcast this opinion and then fuelled and facilitated the debate around it.