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."