NZTA Waka Kotahi: Last Line of Defence

This campaign, titled "Delusions of Safety", raises awareness of the critical importance of vehicle safety, asking New Zealanders the simple question: can your car protect you in a crash?

Encouraging Kiwis to question vehicle safety and check both their own, and their loved ones, car safety ratings at rightcar.govt.nz, it delivers the vital message that not all cars are built the same, and vehicle safety is paramount in protecting lives in the event of a crash.

Waka Kotahi: More to Lose

Based on the central truth that if physically crashing and getting caught isn’t enough of a disincentive to drinking and driving, "More to Lose" aims to reframe the consequences of drink driving.

These consequences are more realistic, but no less emotionally impactful. Because if putting lives at risk and loss of licence is not enough of a disincentive, losing respect and mana as a man, partner, father, son, employee, and pride of the family, certainly is.

Waka Kotahi: Through My Eyes

Waka Kotahi NZ Transport Agency releases "Through My Eyes", a look at the speeding issue through the lens of a police officer, who has heard all the excuses.

In an effort to target speeding and speeders, Waka Kotahi NZ Transport Agency released this piece of work which follows a police officer as he stops drivers for speeding. This is part of the wider Road to Zero strategy.

Waka Kotahi : Riding Together

The second TVC instalment "Riding Together" launches for the Waka Kotahi "Road to Zero" campaign.

FCB, in partnership with Waka Kotahi,  NZ Transport Agency, has launched the second of its TV commercials called “Riding Together” as the third component of its public awareness campaign, as part of the Road to Zero strategy. 

Road to Zero, New Zealand’s road safety strategy, was launched by Te Manatū Waka, the Ministry of Transport, in 2019 and Waka Kotahi is the government agency leading its delivery. Underpinned by a vision of zero deaths and serious injuries in Aotearoa by 2050, Road to Zero initially aims to reduce deaths and serious injuries on New Zealand roads by 40% by 2030 (based on 2018 levels).

The first ad “Toll Booth” launched on 13 February  reminding people that we needed to stop paying the toll with human lives. This second TVC “Riding Together” demonstrates the safe system approach, which is part of the plan to get to zero road deaths by 2050.

The premise of the safe system approach is that while mistakes are inevitable – deaths and serious injuries from crashes are not. The Safe System seeks to create a safe and forgiving road system that makes the safety of people a priority.  That shared responsibility, or the fact that we all have a part to play,  is summed up in the tagline of the new commercial,  “It takes Everyone to Get to No One”.

“When the safe system approach was first explained to us it made complete sense  – the challenge then was how to communicate that in 60 secs  which  I think we’ve managed to achieve nicely. ”

Sean Keaney, Managing Director – FCB Wellington

“While we still need individual drivers to make good decisions, that is only one part of the safe system. This approach has proven internationally to significantly reduce serious injuries and deaths from road crashes and we know we can achieve a similar outcome in New Zealand.”

Lauren Cooke, Senior Manager Education and Marketing, Waka Kotahi

The new campaign from FCB, to support Road to Zero, rolls out to New Zealanders in three phases, with the first phase, a mass reach television commercial, airing from the 13 February across the main TV networks, online video and cinema.

The campaign targets all New Zealander [aged 16 and over] and carries on across TV, online, print, cinema, OOH, digital/social and partnerships.  

Waka Kotahi: Toll Booth

Road to Zero

FCB, in partnership with Waka Kotahi, has launched the first public awareness campaign as part of the Road to Zero strategy. 

Road to Zero, New Zealand’s road safety strategy, was launched by Te Manatū Waka, the Ministry of Transport, in 2019 and Waka Kotahi is the government agency leading its delivery. Underpinned by a vision of zero deaths and serious injuries in Aotearoa, Road to Zero specifically aims to reduce deaths and serious injuries on New Zealand roads by 40% by 2030 (based on 2018 levels).

Waka Kotahi Senior Manager Education and Marketing, Lauren Cooke, said “We want all New Zealanders to get where they are going safely whether they’re walking, cycling, driving, motorcycling or taking public transport. Zero deaths might sound impossible, but Road to Zero is New Zealand’s plan to get there.”

Road to Zero is guided by the “Safe System” approach which remains the international gold standard in road safety.  It recognises that whilst mistakes are inevitable – deaths and serious injuries from crashes are not – and seeks to create a safe and forgiving transport system that makes the safety of people a priority.

Commenting on the work, the first for Waka Kotahi from FCB, Sean Keaney, Managing Director of FCB Wellington, said, “Road to Zero is a bold and strategic plan to essentially save New Zealanders lives. The challenge is that we have become complacent around road safety and almost numb around the phrase “road toll” – it becomes just another number, when the toll itself is actually payment in human lives. It’s no longer acceptable that the cost of our mobility should be paid with the lives of hundreds of Kiwis every year. It’s time to create a disruptive, step change in our attitude towards this horrifying figure. The first part of this campaign seeks to do just that.”

Peter Vegas and Leisa Wall, Executive Creative Directors at FCB, said “The Road Toll is something we’ve become used to, something we hear in the media during the holiday spikes of the year, almost like the weather forecast. We’ve become immune to it. We accept it.

“But each number represents someone’s child, father or wider whānau. It’s actually totally unacceptable, and that’s the creative trigger we needed to pull in the advertising. It’s not a number, it’s a human life. You need to be confronted by that. We’re hoping for that reaction from the New Zealand public from the first initial TVC and are looking forward to the rest of the campaign rolling out.”

The campaign targets all New Zealander [aged 16 and over] and launches across TV, online, print, cinema, OOH, digital/social and partnerships.