Speeding (New Zealand Transport Agency): Mistakes

This case study shows how the New Zealand Transport Authority, a transport regulation body, reframed an undesirable behaviour to successfully cut moderate speed motor accidents.

Speeding (New Zealand Transport Agency): Mistakes

Principal author: Linda Major, Clemenger BBDO Wellington
Contributing authors: Matt Barnes, Clemenger BBDO Wellington; Paul Graham, New Zealand Transport Agency; Matt McNeil, OMD Wellington; Rachel Prince, New Zealand Transport Agency

Summary

Most speeding drivers believe they're skilled enough to exceed the limit; everyone else is the problem. This New Zealand anti-speeding film relied on this assumption for its impact, gaining international fame. More importantly, it created a conversation about speed amongst people who had stopped listening. In the first year after the campaign launched, average speeds on New Zealand roads fell by...

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