to get to no-one.
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.