The Brief

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.

Describe how the promotion developed from concept to implementation

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 drink driver heard them. The floodgates opened and we were inundated with hundreds of messages. Many people became legends, by stopping their family driving drunk.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 of those that heard it, they would have heard it on average 6 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.

Explain why the method of promotion was most relevant to the product or service

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.