Drink-driving continues to be a major problem on New Zealand roads. Last year, 71 people died in alcohol-related crashes and 413 people were seriously injured. Young drivers are also still over-represented in drink-driving statistics. Over 40% of all alcohol-related crashes each year involve drunk drivers aged less than 24 years of age.
The target audience
Our drink-driving campaigns have recently focused on mates encouraging mates to not drive after drinking, on family encouraging family, and on the wider circle of friends, colleagues and teammates influencing others by knowing when to go.
This campaign shows people in local communities looking out for fellow locals. It targets people who share their roads with our drinking driver. They will know some of the boys in their area who are driving after drinking. They might well think something should be done about it but they don't feel it's their place to step in. It's the usual story where Kiwis are reticent to get involved in what other people are doing unless it affects them.
Our approach
The campaign focuses on the reluctance of stepping in where you may or may not know the drinking driver – the fear of speaking up and drawing attention to yourself. It highlights the importance of being a part of a community and looking out for one another, because everyone is linked in some way.
It aims to encourage people to recognise that they can do something in their community; they are that someone who can step in. After all it could be someone they know or someone they love that shares the road with these drunk drivers.
The campaign launched on 30 November 2014.
Outdoor advertising
Local Legends billboard
Posters are available to order. These are based on our outdoor advertising. If you'd like to find out more or place an order, please send an email to:advertising@nzta.govt.nz.
Bar activity
Bar mat
Mirror stickers
Table talkers
