|Branche||Öffentliche Mitteilungen (soziale Werbung)|
|Agentur||J. Walter Thompson Auckland|
|Executive Creative Director||Cleve Cameron|
|Creative||Mariona Wesselo-Comas, Sam Dickson|
|Account manager||Siobhan Kelly|
Kredite und Beschreibung
Drink driving is an entrenched behaviour in Auckland. 58.6% of serious crashes on roads are alcohol related.Auckland Transport (the city council) have embarked on a long-term plan to change this behaviour, to encourage zero drinks when driving. The target audience: males 25-39 yrs.For decades anti drink-driving advertising has used shock tactics. Audiences had become desensitised. It was time for a fundamental shift in strategy.THE HAPPY ENDINGS VOUCHER a direct innovation designed by JWT New Zealand for couples, so they can reward each other for driving drink-free.