New Zealand Transport Agency has launched the latest installation in its award-winning ‘Legend’ drink driving campaign.
The iconic long-running campaign has been credited with changing attitudes among kiwis who agree they would not drink and drive. However, the campaign aims to connect with young men, aged between 20 – 29 years, who have not been as exposed to the messages.
This audience, who predominantly live in rural areas of NZ believe driving under the influence of alcohol is low risk. This is despite the fact, that three crashes a week, on average, in New Zealand are caused by young adult drivers who have been drinking.
The latest ad employs the humour and irreverence of the Legends series and aims to encourage young men to consider the consequences of driving drunk, which could result in accidents, injuries, deaths and impact their ability to have fun.
The campaign was created by Clemenger BBDO Wellington and directed by Steve Ayson, with production company 3&7. It will run nationally across TV, Cinema and online.
Rachel Prince, principal advisor advertising at the NZ Transport Agency said, "Despite significant shifts in drink driving behaviour, there's still work to be done, particularly among young men. We know that getting these guys to intervene-when they likely aren't sober themselves-is a tough challenge."
