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Learn about the approach behind our campaigns, who we target and why. You can also see the advertising material we’ve produced.

Use the drop-down filters below to select advertising campaigns by topic or campaign name.


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Speed advertising: Safe limits

Our environments have changed since speed limits were originally set. There has been significant growth and development, and we’re continuing to use different modes of transport. It’s important that we’re setting safe speed limits to keep everyone safe. This campaign aims to increase public awareness and understanding of the fact that some speed limits are no longer fit for purpose and how setting safe speeds plays an important part in keeping everyone safe – no matter how they travel.

Speed advertising: apprentice

A big challenge in the area of speed is to stop speeding drivers from continuing to defend their perceived right to speed. Confident in their driving ability and their belief that nothing untoward is likely to happen, they refuse to make the connection between their own speed and potential harm. By showing our audience that others perceive their driving very differently to them, we hope they’ll start to rethink their behaviour.

Drink-driving advertising: doors

Too many people still don’t think it’s a problem to drive after drinking alcohol. This campaign encourages them to recognise that the inconvenience of not having their car in the morning is far better than the potential consequences of drink-driving.

Drink-driving advertising: that's a fail

Predominantly focused on males over the age of 25 years who continue to drive after more than a few drinks, this campaign reminds them that the ‘don’t drink and drive’ message applies to them too.

Drug-affected driving advertising

New Zealanders don’t readily identify drug driving as a common cause of road trauma; largely because they don’t hear much about it. Yet drug-impaired driving is far more commonplace than people might think.

A new drug-driving campaign is currently in development.

Motorcycle advertising: respect every ride

Motorcycling is a high priority for road safety in New Zealand, because in a safe system where no one should be killed or seriously injured in a crash, around 550 motorcyclists are killed or seriously injured in crashes each year. While motorcycling is definitely a riskier form of transport than many, we don’t want to deter people from riding.

Driver distraction advertising: let driving distract you

A driver is distracted when they pay attention to an activity that takes their focus away from the primary task of driving. Any extra activity puts demands on a driver, which may reduce their driving standard. It may cause the driver to become less observant. A lower standard of driving means that a driver is less likely to anticipate hazards and crashes could occur as a result of the distraction.

Seatbelt advertising: belted survivors

A particularly hard to reach bunch of lads continue to not wear their seatbelt in a moving vehicle. They know about them but see them as an optional extra; they’re not something ‘proper’ adult men need to use. The aim of this campaign is to make the seatbelt a worthwhile item for them to wear. We want to bring ‘risk’ to the front of their mind and show them why they should always wear a seatbelt.

Safe vehicles advertising: 1-star reality

Safe vehicles are a high priority for the New Zealand Government. This is because some of the biggest gains in road safety can be achieved by improving the safety of the vehicles that people currently drive. That’s where the car star safety-rating system comes in. We want people to know that a 5-star safety-rated vehicle offers the safest level of protection for its occupants in a crash while a 1-star safety-rated vehicle offers the least.