Land Transport New Zealand – Road Safety National Campaign 2003-2006

The Road Safety advertising campaign in New Zealand proved highly effective in raising public awareness and improving driver behaviour, saving some 300 lives since its inception in 1995.

Land Transport New Zealand – Road Safety National Campaign 2003–2006


Sustained SuccessClemenger BBDOLand Transport New ZealandRoad Safety National Campaign 2003–2006


The Road Safety advertising campaign has been one of the most effective ever seen in New Zealand. Public awareness has been raised, driver behaviour has improved, and independent evaluation shows it has helped save 300 lives since it began in 1995.

Yet, the cost of unsafe behaviour on New Zealand roads was still great – 461 people were killed in 2003. This carried a social cost to the country of $3.21 billion,...

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