Wellington creative agency Clemenger BBDO, with media partner OMD, have announced the launch of Hello – a new piece of online video content for the NZ Transport Agency aimed at young drivers using their phones behind the wheel.
Clemenger BBDO’s Creative Director, Emily Beautrais says, “We’re never without our phones; it’s the first thing we look at when we wake up in the morning, and the last thing we look at before we go to sleep. We live in a time where the majority of young people say they ‘can’t function’ without their phones. Asking them to put it down at any time is a big ask.”
Kiwis have heard that using their mobile while driving is dangerous, but they’re choosing to override the risk, says NZ Transport Agency Senior Education Advisor, Adrian Stephenson: “Research suggests driver distraction is likely to be a factor in 20-30% of crashes. However, the majority of young people still admit to using their phone for unnecessary tasks when they’re behind the wheel. While lots of overseas campaigns still use shock tactics, we realised we needed to take a different approach with young people if we had any hope of getting their attention.”