Anna Gunnell, Head Of Planning at VML, New Zealand
Phill Sherring, Principal Advisor Marketing, NZ Transport Agency, New Zealand
Social Issue: Distracted driving/road safety
Social Marketing Strategy: Stop young drivers using their phones when driving (by putting them on do not disturb)
Where Sighted: On social media
Nearly 40 percent of New Zealanders admit to sending or reading text messages in a vehicle, while nearly 20 percent check or reply to social media messages. This social marketing campaign by Aotearoa New Zealand’s NZ Transport Agency and ACC asked young drivers to ‘have a hmmm’ before driving and ‘ghost’ their loved ones by putting their phones on do not disturb.
It makes drivers think who they would hurt if they got harmed on the road and gave a clear behaviour to follow. Since it was aimed at young drivers it was social media led, with these videos just a touch of the 20 pieces of social content developed.
You can read more about this campaign here.
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