New Zealand Transport Agency’s latest campaign hopes to get Kiwis talking about drug driving in Aotearoa.
Called ‘The Unsaid’, the 45-second spot from Clemenger BBDO, features a real woman called Ashleigh who has experienced drug driving harm in her family – the death of her cousin.
Shot in black and white, Ashleigh stands on a rainy, busy road while she holds up signs that explain her cousin died in a drug-related crash which was something she hadn’t really heard of and that she is willing to tell other peoples stories to raise awareness.
People are able to share their experiences of the harm of drug driving via an Unsaid Facebook page and Instagram page. They don’t have to front the project or even use their own names as Ashleigh will tell every single story she receives. If there aren’t any stories or if the stories stop, so will the project.
Raising awareness of this important message is crucial in a country with high rates of fatal car crashes and there have been positive comments on the campaign from New Zealanders.
However, there has been some criticism as seen in a story from TVNZ1 which said the ad misses the mark. The Drug Foundation’s executive director Ross Bell says what is needed is a “targeted education campaign” to denounce the myths of perceived safety while drug driving for those using drugs.
“I don’t think that a broad brush campaign, like this, trying to simply raise awareness without trying to change behaviour. I’m not sure its really hitting the mark,” Bell says.
Client: NZ Transport Agency
Agency: Clemenger BBDO
PR: Porter Novelli
Music: Liquid Studios