Browsing: Drive Social
It was good to see NZTA and Clemenger BBDO taking a slightly different approach to road safety with the Drive Social campaign (although it would’ve been good to see that sentiment translated into a usable ride-sharing initiative). But Formula E Indoor Raceway in Manukau obviously thinks there’s still room for a bit of road rage, just on its track rather than in public.
Over the years, the worst case scenario approach has typically been favoured to drum home road safety messages in New Zealand. And a degree of complacency has now developed among some who simply block those messages out. But the new ‘Drive Social’ campaign by NZTA and Clemenger BBDO has moved away from targeting specific groups with blood and guts and into targeting all drivers with warm fuzzies.