https://www.nzta.govt.nz/safety/our-advertising/frequently-asked-questions/
The New Zealand approach uses a blueprint developed from the Victorian experience. What does this blueprint include?
The NZ Transport Agency blueprint sets an expectation of high recall and cut-through for viewing audiences. It prescribes a research-led strategy, from concept development to final production. It uses 'branding' to encourage drivers to buy-in to the road safety message, eg 'Slow down'. It expects to provide support to enforcement and for enforcement to play a key role in reducing road trauma.
Essentially, our blueprint specifies the tone and manner of the communication, which:
- invites the target group's awareness, ownership and enforcement of the problem
- presents realistic situations and people that the target audience can identify with
- uses realistic treatment (nothing false, contrived, over-clever or arty)
- is factual, using new 'news' to persuade people
- focuses on the effects on the victims, and their families and communities
- includes as much emotion as possible – moves people emotionally and rationally
- is credible, convincing, not apologetic, personable, offers solutions
- engages or triggers their anxieties/concerns
- surprises people
- ensures the message leaves people thinking 'this could happen to me/us'
- ensures the message leaves people thinking 'I don't want this to happen to someone I know'
- does not lecture, nor threaten with authority, nor play on statistics
- places the message as coming from experts, victims and communities, rather than the NZ Police or the NZ Transport Agency.
