Auckland Transport unravels the mystery behind unexplained traffic back-ups

  • PSA
  • January 24, 2017
  • StopPress Team
Auckland Transport unravels the mystery behind unexplained traffic back-ups

Anyone who has crawled along one of Auckland’s motorways in bumper-to-bumper traffic will know the confused—albeit elated—feeling that comes when the traffic just starts moving again.

As you accelerate out of the jam, a few questions are invariably left unanswered: What was the hold-up? Where was the accident? And why did the traffic just start moving again?

Well, Work Communications creative Marco Ermerins took it upon himself to find a few answers to these pressing questions.

And his findings have now been released in an animated clip running on Auckland Transport's social channels.    

As it turns out, the problem is often caused by drivers who don’t maintain a safe following distance from those in front of them and can easily be rectified if drivers just exercise a bit more courtesy on the roads.

If the comments section is anything to go by, the mystery behind traffic jams with no identifiable cause has plagued numerous drivers on the road—which, as a corollary, probably helps to explain why the issue occurs so often.

What this campaign does particularly well is explain to a group of people what they’re doing wrong in the hope that it will encourage a change of behaviour, as suggested by the catch phrase ‘Spread the jam’.

Whether the jam does spread is, however, yet to be seen. In all likelihood, we’ll probably have to wait for driverless cars to take over for this issue to be eliminated completely.

As a current alternative to sitting in traffic, Auckland Transport is also pushing bicycles hard, via the ‘I love my ride’ campaign, developed by Federation, and launched in December.

While communications relating to cycling often focus on safety warnings calling on car drivers to give cyclists sufficient space (and thereby making cycling seem like a terrifying activity), this campaign takes a more positive approach, focusing on what makes cycling a good experience for many Aucklanders.

This campaign is set to feature prominently across digital Adshels during the warmer months, in the hope of getting more people onto two wheels.

For now, Aucklanders can only hope the strategy works. 

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.

MKTG announces Kimberly Kastelan as general manager

  • Advertising
  • February 15, 2019
  • StopPress Team
MKTG announces Kimberly Kastelan as general manager
Fleur Skinner, Kimberly Kastelan

Kimberly Kastelan is the new general manager MKTG in New Zealand, a promotion from her previous role as the agency's group account director. The appointment follows Fleur Skinner’s resignation.

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