Following on from last year's Donna Time campaign, which moved the focus from young Maori mates to slightly boganic mums, NZTA and Clemenger BBDO have launched an eye-straining new print campaign that targets families where drink driving is a common behaviour and, like the previous campaigns, encourages someone to speak up about it.
And while on the topic of driving, it also recently ran a clever, subtle print ad targeting tired drivers that features a classic winding Kiwi road—with one major difference.
"Tired drivers leave one tell-tale sign. No skid marks. Drive fresh."