NZ Transport Agency: The Unsaid

The New Zealand Transport Agency, an entity promoting safe and functional transport by land, encouraged New Zealanders to condemn drug-driving with its emotion-driven campaign The Unsaid.

Client problem

Drugs are a major contributor to harm caused on our roads.

In 2017, drug driving deaths surpassed drink-driving deaths.

Now, 1 in 4 drivers killed have drugs in their system.

But Kiwis remain unconcerned, with only 10% believing drugged drivers makes our roads unsafe.

While the public remains unconcerned, the policy makers remain inactive.

While policy makers remain inactive, we're unable to implement solutions to reduce risk.

We needed to get New Zealanders to condemn drugged driving.

Challenge: Why was this hard to solve?

We needed people to accept the harm of drugged driving, in a context where:...

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