Waka Kotahi NZ Transport Agency has appointed FCB New Zealand as the strategic creative agency to develop and deliver a new public awareness campaign in 2021 to support the government’s 'Road to Zero' road safety strategy. Waka Kotahi general manager, engagement and partnerships, Karen Jones, says the campaign delivered by FCB will focus on lifting public understanding of the 'Road to Zero' approach and supporting its tactics, an action specifically outlined in the strategy.
Karen commented: “This will include increasing public understanding of the safe system approach to reducing deaths and serious injuries on the road, building on and supporting existing advertising and behavioural change programmes. On average, one person is killed every day on New Zealand roads and another seven are seriously injured. Deaths or serious injuries should not be an inevitable cost of travelling or making mistakes on the road. The 'Road to Zero' strategy has a vision for a New Zealand where no one is killed or seriously injured in road crashes. It includes how we design the road network, set safe speeds and make road safety decisions. Our campaign aim is for New Zealanders to get in behind the strategy and to support actions making roads in their communities safer.”
Sean Keaney, managing director, FCB Wellington, added: “We’re very privileged to have been selected to partner with Waka Kotahi on this incredibly important mahi and engaging with New Zealanders on the 'Road to Zero' approach and can’t wait to start.”
Waka Kotahi’s national road safety advertising programme is a separate programme of work focused on driving long term behaviour change of road users and supporting police enforcement activity. It continues to partner with Clemenger BBDO for the development and delivery of the national road safety advertising programme.