Auckland Transport takes a hard look at the road toll with its latest road safety campaign

  • Advertising
  • November 21, 2018
  • StopPress Team
Auckland Transport takes a hard look at the road toll with its latest road safety campaign

Auckland Transport has teamed up with Ogilvy to release '64', a road safety awareness campaign that draws attention to the significant increase in Auckland's road toll in recent years.

Every week, at least one person dies on Auckland roads. Since 2014, there has been a 70 percent increase in people being injured or dying as a result of speeding in Auckland. 

In 2017, the local road toll reached its peak with 64 deaths in Auckland alone. As well as drawing attention to the increase in Auckland's road toll, '64' also aims to draw attention to how speeding is associated with death and serious injuries. 

The multi-channel campaign features a special-build adshel in downtown Auckland with 64 sets of keys to represent the 64 people who won't drive again.

The campaign will also roll out on radio, social and bus wraps demonstrating that 64 people is an entire busload of people.

An eye-opening cinema stunt was done by projecting an unsuspecting audience back at themselves on the cinema screen, with key road safety statistics appearing in tandem with targeted lighting – singling out 64 people in the audience who then stood and left the cinema. 

Ogilvy chief creative officer Regan Grafton says the idea came from the insight that it's hard to grasp how impactful someone dying on the roads is, if you're not connected to them.

"If all those people died on the same day, it would be recognised as a national disaster. To put that into perspective, when one person gets up and leaves the theatre, you don't bat an eyelid, but when 64 people do – you really pay attention."

Auckland Transport marketing services manager Mark Sharman says many drivers have become desensitised to gruesome ads.

"Scaremongering and reprimanding don't work, so we needed a fresh way to get people to slow down. Ogilvy approached this brief with a unique proposition that has been highly effective and seamlessly executed."

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit