WELLINGTON Tuesday: FCB, in partnership with Waka Kotahi/NZ Transport Agency, has launched the first public awareness campaign as part of the Road to Zero strategy.
Road to Zero was launched by Te Manatū Waka/Ministry of Transport in 2019 and Waka Kotahi is the government agency leading its delivery. Underpinned by a vision of zero deaths and serious injuries in Aotearoa Road to Zero specifically aims to reduce deaths and serious injuries on New Zealand roads by 40% by 2030 (based on 2018 levels).
The FCB campaign to support Road to Zero rolls out to New Zealanders in three phases, with the first phase, a mass reach television commercial airing from this week across the main TV networks, online video and cinema.
FCB Wellington MD Sean Keaney said: “Road to Zero is a bold and strategic plan to essentially save New Zealanders lives.
“It’s not a number, it’s a human life. You need to be confronted by that. We’re hoping for that from the initial tvc, and are looking forward to the rest of the campaign rolling out.”
“It’s no longer acceptable that the cost of our mobility should be paid with the lives of hundreds of Kiwis every year. It’s time to create a disruptive, step change in our attitude towards this horrifying figure. The first part of this campaign seeks to do just that.”
FCB ECDs Peter Vegas and Leisa Wall, said (in a joint statement): We understood the importance of challenging people to think about what the road toll number actually means.
“The Road Toll is something we’ve become used to, something we hear in the media during the holiday spikes of the year, almost like the weather forecast. We’ve become immune to it. We accept it.
“But each number represents someone’s child, father or wider whanau. It’s actually totally unacceptable, and that’s the creative trigger we needed to pull in the advertising.
“It’s not a number, it’s a human life. You need to be confronted by that. We’re hoping for that reaction from the New Zealand public from the first initial TVC and are looking forward to the rest of the campaign rolling out.”
CREDITS
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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