The problem we need to solve
The campaign aims to build the demand for road safety by changing the way people think about the road, as part of New Zealand´s Safer Journeys strategy. It is a safe system approach that aims to make the road transport system more accommodating of people´s mistakes.
Our Drive Social campaign launched with a big, open-ended question: ´If we stopped thinking ´cars´ and started thinking ´people´, would it change the way we drive?´
This new ad is based on a key insight that people often behave differently on the road than in other social spaces.
In social situations we´re usually polite, patient and accomodating. Put us behind the wheel though, and it can be a very different story. Inside our cars, we feel separated from other road users and that affects the way we drive. It´s suddenly all about us. We´re impatient, intolerant and unforgiving.
We don´t think about the way our driving affects other people.
Drive Social helps to reframe the way people think about the road and driving; from seeing it largely as a solo pursuit, to a social one. Our driving affects others.
Why is that important? Because if driving is seen to be more of a social experience than a selfish one, peer-to-peer respect will emerge on the roads. There would be patience, not aggression.
Drive Social asks all drivers to recognise that their behaviour on the road affects others, whether they´re driving slow, fast, tired, under the influence or distracted. Subsequently they could be more open to safety messages and interventions that are designed to keep everyone safe.
Everyone has the right to be safe on the road and every driver needs to take some responsibility for the people they share the road with.
Drive Social amplifies other parts of the road safety campaign so that all driving decisions and behaviours are seen through a social context. Advertising that targets specific behaviours such as drink driving, speeding, drug driving and fatigue will continue to target at-risk audiences and their influencers. At its heart, the advertising poses a common question: If the road is a social space, is this behaviour really that safe for everyone who shares the road?
The next stage of the Drive Social campaign expands on the idea of Think people not cars and gets people to identify with some of the behaviours that frustrate other road users.
To achieve this, we have a new, animated ad Emoticons that starts to identify some of the most frustrating behaviour and some of the most ´social´ behaviour on our roads. People will be able to see how their good and bad behaviour can affect others and how it potentially has a ripple affect across many road users.
The ad has been informed by the conversations generated in the first stage of the campaign. People shared their views on the kinds of behaviours that are seen as ´social´ and ´anti-social´ on the road. The dominant themes and gripes shared by the public have been depicted in the Emoticons ad.