Reality check for drug drivers in NZ Transport Agency’s latest campaign via Clemenger BBDO
Stoned drivers are being warned of the realities in a new campaign from Clemenger BBDO Wellington and the NZ Transport Agency.
The images, shot by photographer Steven Boniface, will appear in outdoor posters and targeted print, as well as online.
Research shows New Zealanders aren’t worried about drug driving. They don’t think it contributes much to the road toll. Things like drink driving, speeding and road conditions rank much higher as concerns.
Because drug driving crashes are not often reported, there’s a perception that crashes rarely happen, or if they do, they’re fender benders.
But the statistics tell a different story. In a 5 year study in New Zealand, 1 in 4 drivers who had crashed and died had cannabis in their system when they crashed.
Says Rachel Prince, principal advisor of the NZ Transport Agency: “Cannabis smokers who drive admit they’re sometimes a bit slow to react on the road but it’s just “small harmless stuff”. They don’t believe what they’re doing is risky. We needed them to see drug driving is far more dangerous than they think, and give drivers a clear message of what to do.”
Says Brigid Alkema, ECD of Clemenger BBDO Wellington: “Just as in real life, these scenes are perfectly ordinary moments, interrupted by crashes. The slight twist from reality gives the scenes a surreal feeling.
Steve’s intriguing and distinctive treatment will see the messages standing out and really drawing viewers in.”
Campaign title: High Crashes
Execution titles: City street, Neighbourhood, Countryside
Client: NZ Transport Agency
Agency: Clemenger BBDO Wellington
Photography: Steven Boniface, Match Photographers
Media: OMD
4 Comments
Come down from weed ? Really. Just because THC is present in someone’s system doesn’t indicate it was the cause of an accident. Trace amounts of cannibis can be found in someone’s system for up to a month after smoking it. Stop with the scare tactics.
Swing and a miss.
Really like the photography and retouching. Especially the suburbs one. Nice job Stephen and Jason.
Are you really trying to say it’s okay to smoke and drive?
Well, I was in no condition to walk!