New Zealand Transport Agency: Tinnyvision

Summary of campaign:

Around 50,000 young Kiwis admit to driving stoned. They don't want to hear that marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out immediately. The NZTA needed to get them interested and invested so that they would actually consider the message.

Enter Tinnyvision, a group of young Kiwi guys Snapchatting their stoner sessions.

Add them and they'll send you snaps. Watch them then they're gone. No incriminating evidence.

Tinnyvision got the attention of 10,000 hard-to-reach young people. 98% spent the whole day with it—sticking around until the very last snap.

Challenge

Drug driving is an unpopular message. Young stoners don't want to hear that marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out immediately. The New Zealand Transport Agency needed to get them interested and invested, so they would actually consider the message. That meant flying under their radar.

Solution