NZ Transport Agency: Rat's Tale

NZ Transport Agency, a state agency, showed young men in New Zealand what they could be missing out on if they drink drive by creating a video ad that made them realise the impact an injury could have on their lives.

Client problem

Each year, several hundred drivers crash as a result of alcohol intoxication - causing injury, hospitalization and death.

A decades-long project of behaviour change work had successfully established a norm for the majority of New Zealand - drink driving was seen as both risky and socially unacceptable, and fewer mainstream New Zealanders were being harmed by drink driving each year.

But we had a problem: there was one group where we had made little ground, an audience who were suffering the same levels of harm from drink driving year in, year out.

The young provincial males of New...

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