Starting a conversation on drug driving
Support the @UNSAID campaign by integrating PR into overall campaign activity, extending the conversation and increasing the understanding of human harm caused by drug driving.
@UNSAID was created by our advertising partner in Wellington, Clemenger BBDO, drawing on people’s real, and often unspoken experiences of drug driving. Our task was to amplify this further by telling people’s stories, focusing on the cost of drug driving, with aroha and respect.
- Annalect social analysis showed that social media comment was driven by stories in the news media.
- Media coverage across a range of channels, reached more than 1 million.
- Vastly exceeded target of 42 stories for NZTA to tell (one-a-day for 6 weeks) – closer to 150.