Would You Rather: From FCB Aotearoa and Waka Kotahi

FCB’s latest collaboration with Waka Kotahi NZ Transport Agency and MBM aims to reframe the consequences of drinking and driving to be more realistic, but no less emotionally impactful.

Strategically based on the central truth that if physically crashing or getting caught isn’t enough of a disincentive to drinking and driving, then there is a need to convey a more personal and socially discouraging message.

Many people believe (and when asked, state) that they would never drive ‘drunk’, but yet, still drive in an impaired state after drinking over the legal limit.

Lauren Cooke, national manager education and marketing at Waka Kotahi said: “We need to shift the attitudes and behaviours of our ‘drink drivers’ so that they see themselves in the same way as they see ‘drunk drivers’. This new campaign platform ‘There’s more to lose than your licence’ asks New Zealanders to consider a range of different consequences and the impact these might have on their social group, their loved ones, and their whānau.”

“While the message to not drink and drive is widely acknowledged and accepted, drivers are still willing to take the chance and we continue to see alcohol impairment as a significant problem in our crash statistics. This is despite lower alcohol limits, tougher penalties and long-lasting marketing campaigns. Building on the traditional approach used in our most recent drink driving campaigns, this campaign seeks to shift the perceptions and behaviours of New Zealanders who still think it is acceptable to drink and then drive.”

Peter Vegas & Leisa Wall, co-CCO’s of FCB said: “Attacking the drink driving behaviour in our country is never easy but trying to come at it from a new angle without showing a car crash will make people feel differently and, hopefully, a little uncomfortable.” 

This latest work is part of the Government’s 'Road to Zero' strategy, delivered by Waka Kotahi and guided by the Safe System approach, which remains the international gold standard in road safety. It recognises that whilst mistakes are inevitable, deaths and serious injuries from crashes are not, and seeks to create a safe and forgiving transport system that makes the safety of people a priority.