4-Mates (Sofa): Official New Zealand Police and Transport Agency Advertisements

Visit http://www.police.govt.nz/service/road/ for more information about Road Policing in New Zealand

Youth drink driving is a serious road safety and public health issue in New Zealand. Each year, young drivers cause nearly half of all the alcohol-related road crashes on New Zealand roads. The target audience for this campaign is young males who drink with their mates. They are typically aged between 15-24 years.

The focus is the on the values and influences on young men and their driving behaviour, mateship and that taking your turn to be the sober driver should be an expected part of being a good mate. Each advertisement shows one of the four "mates" taking their turn as the sober driver, and outlines how hes chosen for the job on that particular night. It is intended to be light-hearted and amusing while delivering an important concept in shaping behaviour.

Category:

People & Blogs

Tags:

• drink
• driving
• police
• nz
• cops
• road
• safety
• youth

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