NZTA urges kiwis to stop using phones whilst driving in latest campaign via Clemenger BBDO

Wellington creative agency Clemenger BBDO, with media partner OMD, has announced the launch of Hello – a new piece of online video content for the NZ Transport Agency aimed at young drivers using their phones behind the wheel.

Says Emily Beautrais, creative director, Clemenger BBDO: “We’re never without our phones; it’s the first thing we look at when we wake up in the morning, and the last thing we look at before we go to sleep. We live in a time where the majority of young people say they ‘can’t function’ without their phones. Asking them to put it down at any time is a big ask.”

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Kiwis have heard that using their mobile while driving is dangerous, but they’re choosing to override the risk says NZ Transport Agency senior education advisor, Adrian Stephenson.

Says Stephenson: “Research suggests driver distraction is likely to be a factor in 20-30% of crashes. However, the majority of young people still admit to using their phone for unnecessary tasks when they’re behind the wheel. While lots of overseas campaigns still use shock tactics, we realised we needed to take a different approach with young people if we had any hope of getting their attention.”

The content piece is set to Lionel Richie’s hit ‘Hello’ – we see passengers intercepting their driver’s hand as it reaches for the phone, a simple and non-verbal request for the driver to put their passenger’s safety first.

Says Beautrais: “Our research showed us passengers feel uncomfortable when their driver uses their phone. Hello makes that discomfort visible without a heavy, judgmental tone.”

Hello launches on Sunday, 27 March. Video content will be run on online TV, Facebook, Instagram, YouTube, Vevo, Pandora and Spotify. It will also be supported with radio.

Agency: Clemenger BBDO/ Proximity

Vocals: Age Pryor