‘Flying objects’ advertising campaign
The problem
Last year, 633 people were killed or seriously injured on New Zealand roads because they were travelling at a speed too fast for the conditions. Many people habitually speed on the open road and around urban streets. But they still consider themselves to be driving within a safe limit. They don’t realise that mistakes we all make in our driving have far more serious consequences as our speed increases.
Our approach
Vehicles are much safer than they used to be. Our roads are also continually upgraded and changed to make them safer for drivers. But while improvements are constant in these areas, there’s one weak link that will never be upgraded- the human body.
Over the years average speeds have dropped and people are aware that excessive speed can cause injuryin a crash. But with this campaign we aim to get people to truly understand the vulnerability of their own body in a crash.
It’s indisputable that there are limits to what a body can sustain from crash forces before it is seriously injured or damaged. Even driving just a little over the speed limit significantly increases the impact on our bodies in a crash, resulting in a much greater chance of serious injury or death.
Target audience
The campaign targetseveryday drivers and their passengers. Not the speedsters or hoons who recklessly drive at excessive speeds, but the people whose vehicle speed tends to creep above the limit at a level wherethey still consider themselves to be driving safely.
The campaign
The campaign encourages the audience to consider aspects of a crash that they may not have considered before:that even with the best protection, you are still vulnerable. We want them to consider that the best way to stay safe is to control the way they drive.
The tagline for this campaign is The faster you go, the bigger the mess.