Confiscated Car Club
Agency: FCB New Zealand Advertiser: Ministry of Justice Awards: Small Budget (Gold)
Marketing Challenge
The long-term communications and marketing challenge for the Ministry of Justice is to promote law-abiding behaviour by making the consequences of breaking the law highly visible and therefore undesirable.
One of the key strategies identified to meet this challenge in 2004 was the adoption of a communications programme which aimed to shift perceptions about 'unpaid fines', and therefore significantly improve voluntary compliance.
All very well in theory. However, in...