RadioLegends
The Broblem
For some Kiwis, drink driving is a family activity. Grannies, uncles, mums and cuzzies are all guilty of having a couple of drinks and then hopping into their car and driving. It’s a particular issue for the oldies, who grew up in a time when that behaviour was kinda ok.
The Solution
So how do you get them to stop?
Well, we didn’t think the government or police could tell them anything. But maybe, just maybe, they would listen to their own family members.
But speaking up is a hard thing to do. And sometimes you never get the right opportunity to do it. So we offered them something unique – free time on the airwaves.
We launched a radio campaign that encouraged people to call a toll-free number and leave a message for their drunk-driving family members.
These messages were placed back on the airwaves at the approximate time and place of their choosing (when they believed the message would have the most chance of being heard.)
The floodgates opened, and we were inundated with hundreds of messages.
This campaign contributed to the NZ road toll for 2012 being the second lowest in 60 years. Leeegend!!!