Finding the right way to reach a specific audience.
Auckland Transport wanted to target their seatbelts message to young men 17 – 25 year olds in the city and Greater Auckland area. This audience do not respond to standard negative public safety messaging. But they do listen to role models and their sporting heroes.
We enlisted the help of League and Rugby players from teams closest to the hearts of our audience. The Vodafone Warriors and Auckland Blues. The message was “We can take the knocks on the field, but not on the road. Seatbelts save lives.” We created a 30” social video, a suite of digital assets and radio. We also took it outdoors with billboards, adshels and bus-backs in targeted areas.