New Zealand Transport Agency: Legend

The New Zealand Transport Agency needed to connect with young men, especially in rural areas, in order to start a dialogue about drink driving and encourage them to intervene if a friend was going to drive while drunk.

New Zealand Transport Agency: Legend

Categories: Social Marketing/Public Service Best Strategic Thinking Hardest ChallengeAward: GoldAgency: Clemenger BBDOClient: New Zealand Transport Agency

Summary

The ongoing issue of drinking and driving is one the New Zealand Transport Agency (NZTA) continues to look for new ways to combat. With young men in particular, getting them to speak up and tell a mate not to drive drunk is awkward. However, Clemenger BBDO struck gold with its Bloody Legend campaign and winning a Gold Effie in the Social Marketing/Public Service and Best Strategic categories along with...

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