Limits

The laws around how much alcohol you can have in your system before you drive changed on 1 December 2014. This change affects all drivers aged 20 years and over, but the people most affected are those who have driven for years after a few drinks believing that they’re safe. Years of successfully getting from A to B after drinking at these levels and driving has reinforced their behaviour. 

But ‘just a few drinks’ is now enough to get caught.

Television advertising

The target audience

Our new campaign targets people who are normally good, law abiding citizens of both genders aged in their 30s and 40s. They’re the same people that consider drink-driving above the legal limit is unacceptable. They’ve always agreed with our drink-driving messages, but they’ve been well aware we have not been talking specifically to them: 'Great message, but I’m not your target audience.'

Over time, they’ve set their own personal alcohol limits and have established a habitual approach to their own driving behaviour. This approach is based on their own perceived risk –risk; they have felt safe to drive after they’ve had a few because they know they would bebe  below the legal limit if they’re pulled over.

But the limit has changed and for the first time they’re going to have to adjust their own personal alcohol limits to stay within the law.

Our approach

This campaign shows a recognisable situation our audience can relate to – socialising with family and friends over dinner and a few drinks. It portrays a couple typically attempting to round up the children as they head home after an evening with friends.

The campaign focuses on the reality that having ‘a few drinks’ over dinner like you used to potentially means you are no longer within the legal alcohol limit; this could lead to unintended and shameful consequences.

By reflecting their moral belief that drink-driving is wrong, we hope people will recognise the need to reset their own personal alcohol limits if they’re driving. They don’t want to run the risk of getting caught under the new law. And no one wants to be labelled a drink-driver.

This campaign launched on Sunday 19 April 2015.

Outdoor advertising 

For information about the lower alcohol limit for adult drivers, including frequently asked questions, visit the Ministry of Transport's website

Bar activity

Posters

• Knock knock poster – Ale
• Knock knock poster – Cab sav
• Knock knock poster – Cider
• Knock knock poster – IPA
• Knock knock poster – Pinot
• Knock knock poster – Pint
• Knock knock poster - Whiskey

Coasters

• Knock knock coaster – Ale
• Knock knock coaster – Cab sav
• Knock knock coaster – Cider
• Knock knock coaster – IPA
• Knock knock coaster – Pinot
• Knock knock coaster – Pint
• Knock knock coaster – Whiskey

Posters and coasters based on our Knock Knock advertising are available to order. If you'd like to find out more or place an order, please send an email to: advertising@nzta.govt.nz .