Eastern Bay of Plenty Road Safety
HOW TO STOP A DRINK DRIVER
It’s tough to get young Kiwis to listen to serious messages about the dangers of drink driving because they switch off—and their media habits make them harder to target. So, in keeping with earlier humorous efforts, the Eastern Bays Road Safety Programme and Clemenger BBDO partnered with Facebook star Jimi Jackson to create a series of online skits that proved absolutely anyone can stop a drink driver—and you won’t look stupid doing it.
Bell: “This is an exquisitely well done piece of communication founded on a clear understanding of the target market. Beautifully observed. I wish I’d done this.
“It’s contagious. You’ll have friends say to each other: ‘you have to see this’. It weaponises audiences to share the work and it’s work that will be talked about online.”
“Nice. A clever series designed for online that will entertain its target audience but also serves as a reminder not to drink and drive, especially as we approach the festive season.”
Executive Creative Director: Brigid Alkema Content Creators: Jimi
Jackson, Millicent Malcolm, Frances Cooke Director of Social Marketing: Linda Major Senior Account Manager: Bethany Omeri Production: Flare Directors: Brigid Alkema & Jimi Jackson Producer: Martin Gray Editor: Dan Monaghan Audio: Paul Stent Eastern Bay of Plenty Road Safety: William Stewart