A drug-driving awareness campaigns without any road scenes? That’s what agency Clemenger BBDO did in this new campaign for the New Zealand transport agency.
They have opted to avoid the “fear”/“crash” cliches with this campaign and opt for some audience-relevant humour.
The approach is the use of ‘experts’ from within the drug-driving community to get the message across. These ‘experts’ have regular contact with the sensible stoners; they are people such as dairy owners, fish and chip shop workers and the children of the target audience. These experts provide observational insights that aim to get the drugged-drivers to acknowledge that cannabis slows them down.
Drug driving is a serious road safety issue. Research shows that around one-quarter of all drivers and motorcyclists killed in road crashes were found to have cannabis present in their system, with or without other substances. Their research also shows cannabis to be the second most common drug found in blood samples of deceased drivers. The first is alcohol.
The campaign ads target drivers in their 30’s and 40’s who think it’s ok to drive after using cannabis.
Transport Agency Road Safety Director Ernst Zollner: “While it’s a commonly held belief that drivers under the influence of cannabis are safer because they drive more slowly, the evidence clearly shows that cannabis use slows down reaction times, which means you are more likely to crash. Road crashes happen very suddenly and unexpectedly, and slower reaction times mean you’re much less likely to see a crash coming in time to avoid it.”
New Zealand transport agency
Clemenger BBDO Wellington & OMD Wellington
Director: Robin Walters
Executive Creative Director: Philip Andrew
Creative Director: Brigid Alkema
Art Director: Tony Haigh
Copywriter: Dan Moth
Producer: matt noonan
DoP: Chris Mauger
Sound: Coopers of Franklin Rd.
Planner: Thomas Scovell
Agency Producer: Marty Gray
Post production: Blockhead
Post production: Curious Film
Agency Producer: Jen Gasson
Editor: Cushla Dillon
Account team: Linda Major
Account team: Bethany Omeri