Title | RADIO LEGENDS |
Brand | NEW ZEALAND TRANSPORT AGENCY |
Product / Service | ANTI-DRINK DRIVING |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | CLEMENGER BBDO Wellington, NEW ZEALAND |
Entrant Company | CLEMENGER BBDO Wellington, NEW ZEALAND |
Advertising Agency | CLEMENGER BBDO Wellington, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Marmalade Studios | Marmalade | Sound Studio |
Paul Stent | Marmalade | Sound Engineer |
Martin Gray | Clemenger Bbdo | Producer |
Mitch Alison | Writer | |
Brigid Alkema | Clemenger Bbdo | Writer |
Brigid Alkema | Clemenger Bbdo | Creative Director |
Philip Andrew | Clemenger Bbdo | Executive Creative Director |
Family members know they should say something when someone in the family drives drunk but often find it too hard to confront them directly. They feel too hypocritical or sometimes fear the reaction they'll get. Our objective was to find a way for family members to speak up and put a stop to their loved ones drink driving. Our target audience was the extended family members of drink drivers. Because of the wide spread nature of this issue, this radio campaign was broadcast nationally.
We gave family and friends the tools to create their own, personalised drink driving message, because hearing a message from your loved ones is far more potent than hearing it from the government.
Radio Legends is a user generated radio campaign. Speaking up is a hard thing to do, so we offered an easy and unique way in. Free airtime on the radio waves. Family members rang in and left a personal message. These messages were then placed back on the airwaves at the approximate time and place of their choosing. This made sure the drunk driver heard them. The floodgates opened, and we were inundated with hundreds of messages. Many people became Legends, by stopping their family driving drunk.
We gave family members a platform to speak up to their loved ones - national radio. They rang in and left a personal message. These were then broadcast. We were inundated with hundreds of messages. We estimate that at least 1.3 million people heard a spot, and that they heard it an average of six times. This campaign contributed to the New Zealand road toll for 2012 being the second lowest in 60 years. And ‘Deaths and serious injuries’ in 2012 (per 100,000 population) from alcohol-related crashes was at the lowest level since 2007.