The Road to Zero – Part 2

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Wellington, Today: FCB, in partnership with Waka Kotahi/NZ Transport Agency has launched the second of its TV commercials called Riding Together – the third component of its public awareness campaign as part of the Road to Zero strategy.

Road to Zero, New Zealand’s road safety strategy, was launched by Te Manatū Waka/Ministry of Transport in 2019. Waka Kotahi is the government agency leading its delivery.

Underpinned by a vision of zero deaths and serious injuries by 2050, Road to Zero initially aims to reduce deaths and serious injuries on New Zealand roads by 40% by 2030 (based on 2018 levels).

FCB Wellington MD Sean Keaney said: The first ad Toll Booth launched on 13 February  reminding people that we needed to stop paying the toll with human lives.

“This second tvc Riding Together demonstrates the safe system approach, which is part of the plan to get to zero road deaths by 2050.

“The premise of the safe system approach is that while mistakes are inevitable – deaths and serious injuries from crashes are not. The safe system seeks to create a safe and forgiving road system that makes the safety of people a priority.

“The safe system approach made complete sense – the challenge was how to communicate that in 60 secs, which I think we’ve managed to achieve nicely.”

“That shared responsibility, or the fact that we all have a part to play,  is summed up in the tagline of the new commercial, It takes Everyone to Get to No One.

“When the safe system approach was first explained to us it made complete sense – the challenge then was how to communicate that in 60 secs – which  I think we’ve managed to achieve nicely.”

Waka Kotahi senior manager education & marketing Lauren Cooke said, “While we still need individual drivers to make good decisions, that is only one part of the safe system.

“This approach has proven internationally to significantly reduce serious injuries and deaths from road crashes and we know we can achieve a similar outcome in New Zealand.”

Road to Zero rolls out in three phases – with the first phase, a mass-reach television commercial will air from next Thursday (13 February) across the main TV networks, online video and cinema.

The campaign targets all New Zealanders 16 and over, and carries on across TV, online, print, cinema, OOH, digital/social and partnerships.

About FCB
With 140 years of communications expertise, FCB’s worldwide network spans 150 offices in 90 countries, with 8000 people, and is part of the Interpublic Group of Companies.


Client: Waka Kotahi/NZ Transport Agency
Creative Agency: FCB Aotearoa
Media Agency: FCB Media
Production Company: 3&7
Director: Steve Ayson
Producer: Larisa Tiffin
DOP: Marty Williams
Editor: Luke Haigh
Online: Blockhead
Music: Cam Ballantyne
Photographer: Steve Boniface

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