NZ Transport Agency: Rat's Tale

NZ Transport Agency, a state agency, showed young men in New Zealand what they could be missing out on if they drink drive by creating a video ad that made them realise the impact an injury could have on their lives.

Client problem

Each year, several hundred drivers crash as a result of alcohol intoxication - causing injury, hospitalization and death.

A decades-long project of behaviour change work had successfully established a norm for the majority of New Zealand - drink driving was seen as both risky and socially unacceptable, and fewer mainstream New Zealanders were being harmed by drink drivi

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