Auckland Transport has acknowledged the silly season's drinking behaviour by releasing a campaign, via TWT, encouraging Aucklanders to 'Drive Drink Free'.
The video features a pop up bar and bartender in various Auckland locations, attempting to tempt passers-by into enjoying a drink. However, his efforts are unsuccessful and the clip closes with the line: “You wouldn’t here, so why before you drive.”
As well as online, the campaign’s been rolled out across TVNZ OnDemand, social media and OOH.
Also jumping on the 'don’t drink drive' bandwagon is Uber, which has brought to light some statistics surrounding road deaths in an effort to keep those over the limit away from the wheel.
It's released information showing more people die in motor vehicle crashes during the summer months (according to NZTA), and 30-40 per cent of road deaths worldwide are caused by alcohol (World Health Organization).
Alongside that information, it's also included a study from Empirica Research, which found 41 percent of riders say that Uber has helped them personally avoid drink driving, while nearly half of riders reported that since they started using Uber, they are less likely to drive themselves on occasions where they have been drinking.
It’s not just drivers getting a lesson in being responsible, as DB Breweries has partnered with Student Card to promote safe drinking amongst tertiary students.
The digital-based campaign puts tertiary students to an online test that checks how responsible participants are when drinking. While completing it, students will be educated about responsible drinking and go into the draw to win prizes.
It's being promoted by well-followed tertiary students on social media.
Surf Life Saving New Zealand
And taking the safety message off the road and into the water is Surf Life Saving New Zealand, as its patrols brace for a busy couple of weeks—particularly as four people drowned on Christmas Day last year.
Other safety messages include:
• Choose a patrolled beach and swim between the flags (www.findabeach.co.nz)
• Always keep a very close eye on children in or near the water. Don't overestimate you or your children's ability to cope in the conditions. Preferably be in the water next to them at all times on a surf beach.
• Get a friend to swim with you—never swim or surf alone.
• Watch out for that rip which are calm, deep patches of water close to shore that can sometimes have waves breaking to the side. Rippled, discoloured or foamy water with debris can also mean there is a rip present.
• Be smart around rocks: whether fishing or exploring at the beach, rocky outcrops can be very dangerous in large surf. When fishing, always wear a lifejacket. Never stand on a rock outcrop that is already wet (a sure sign waves will be washing over it) and always face the ocean; never turn your back on the sea.
• If in doubt, stay out!
• If you spot someone in trouble at an unpatrolled beach, ensure your own safety and dial 111 and ask for Police.