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Over the last five years, e-scooters have become a popular transport mode in New Zealand. They’re cheap to ride, environmentally friendly, fun to use and can provide health benefits. So, it’s not surprising that their popularity is on the rise; especially when they’re readily available to purchase and hire (particularly in urban centres) throughout the country.

The popularity of e-scooters has caused a few challenges though when it comes to integrating all footpath users safely. We want to encourage e-scooter users to ride in a safe and considerate way on footpaths, so all users feel safe.

The target audience

This campaign targets all e-scooter users (hirers, owners and other interested people) as not everyone who rides an e-scooter is aware of how to ride them safely. Several safety tips apply to users riding an e-scooter.

Our approach

This campaign is a public information campaign that aims to bring about awareness of key road safety messages for e-scooter use on footpaths. Primarily that e-scooter riders:

  • must give way to pedestrians and other footpath users
  • must not ride at a speed that’s a hazard to themselves or other footpath users
  • should always wear a helmet
  • need to be aware that other footpath users can’t see or hear them coming
  • if they ride on the road keep left when it is safe to do so.

The campaign

This campaign was developed for major urban areas (Auckland, Hamilton, Tauranga, New Plymouth, Wellington, Christchurch, Dunedin and Queenstown) and launched on 3 June 2019.

Media has been deliberately targeted to reach riders at a moment of truth with adshels, street posters, neck tags on e-scooters and footpath decals. Online advertising includes social media and on-demand activity.

Outdoor advertising

Bus shelter advertising (Adshels) and street posters

Pavement decals

Scooter neck tags

Online advertising

Scoot safe out there

Scoot slowly around us

For more information about using e-scooters go to link)


If you'd like to find out more about the advertising campaign, email: