Getting across a serious message with a lighter touch.
Auckland Transport wanted to let people know that a new network of CCTV cameras had been installed in bus lanes on all the major routes in the city. Any unauthorized car driver caught in one now faced an immediate $150 fine.
The challenge was to get this message across in a noticeable way that was not nagging or threatening in tone. The use of humour helps the message to be hard hitting without being authoritarian.