AUCKLAND, Today: The campaign brings seasoned riders from across New Zealand to share their crash stories, highlighting the severe outcomes and vital lessons. It aims to foster a culture of safety and mutual learning.
Key messages focus on riding with a clear mindset, sober, well-rested, in proper gear, and according to conditions. It underscores the value of rider training for stronger safety culture.
Testimonials reveal life’s fragility and how split-second decisions on the road can have lasting effects. They serve as stark reminders of the importance of safety.
Statistics show motorcyclists and moped riders are disproportionately affected by road accidents in New Zealand, facing a risk 21 times higher than car drivers over the same distance.
Despite the risks, the joy and freedom of riding are unmatched. The campaign encourages riders to enjoy their passion safely, promoting simple safety measures to prevent accidents.
“Riding motorcycles is a beautiful experience, but if you get it wrong they can bite. This is the reality, and we didn’t want to shy away from it.”
“There’s a lesson in every crash. This campaign is about getting riders to share those often-painful lessons to stop others from learning the same way,” says Alan Jones and Angelo An, Creative Directors at FCB Aotearoa.
“As one of our riders said; riding motorcycles is a beautiful experience, but if you get it wrong they can bite. This is the reality, and we didn’t want to shy away from it. Thank you to Tom Gould, in particular, for capturing this thought and elevating it with his know-how and craft. It was something special to watch.”
Directed by Tom Gould, two TV spots feature Rhys and Mathew, who share their most significant lessons from riding. Their honesty aims to prevent others from facing similar fates. The campaign also includes striking portraits by Gould, offering advice from riders’ experiences.
“We believe in the power of real stories to inspire change,” says Phill Sherring, NZTA Marketing Manager. The campaign aims to deepen understanding and motivate safety measures among riders.
Launching nationwide on April 6th, it targets motorcyclists across various channels with timely messages, leveraging stories to influence rider behaviour and culture positively.
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