The Unsaid.
New Zealand Transport Agency
The drug driving campaign that proved itself into existence
Drug driving is as deadly as drink driving, yet 90% of us deny the statistics. As long as those affected feel too ashamed to talk, the truth remains silent.
To change perceptions, a unique campaign was started – one that would only run if real deaths happened. Ashleigh shared her own drug driving story first, over TV and social. She invited people to message in their own stories of loss, which were filmed and shared in real time, aired on TV and social on that day only. Every time the nation saw Ashleigh, they knew it meant someone else had died.
Over 250 stories came in, and a vocal online community formed. By giving these real deaths a voice, we turned the unsaid truth into the undeniable truth: Drug driving is hurting us.
D&AD / GRAPHITE PENCIL / User Participation / 2021
D&AD / WOOD PENCIL / Media / Film / 2021
BEACON / BEST IN SHOW / 2021
BEACON / GOLD / Social Marketing / Public Service
BEACON / GOLD / Best Creative Media Idea
BEACON / GOLD / Best Comms Strategy
BEACON / SILVER / Best Use of Social
AWARD / SILVER / Reactive Response
AWARD / SILVER / Audience Insight and Social Behaviour
CANNES LIONS / BRONZE / Co-Creation & User Generated / Social Content Marketing
CANNES LIONS / SHORTLIST / Direct Lions / Use of Broadcast
CANNES LIONS / SHORTLIST / Film / Social Behaviour
CRESTA / GOLD / The Media Magic Award
CRESTA / SILVER / Moving Image Award / Moving Image Campaign
CRESTA / SILVER / Social Best use of Facebook
CAPLES / BRONZE / Integrated
CAPLES / BRONZE / PR
CAPLES / BRONZE / Digital B to C
CAPLES / BRONZE / Traditional media
CAPLES / BRONZE / Not for Profit
AXIS / BRONZE / Social Media & Influencer
AXIS / BRONZE / Social Video
AXIS / BRONZE / Creative Use of Media
Credits
Director Brooke Benton
Executive Creative Director Brigid Alkema
Creative Director Emily Beautrais
Creative Kiah Nicholas, Kat Tadaki, Frances Cooke & JP Twaalfhoven
Head of Production Christina Hazard
Producer Josh Rollo, Jen Glasson
Strategist Lottie Greally
DOP Ollie Stent
Music Pete Van der Fluit
Audio Producer Paul Stent
Project Manager Joel Walden
Strategy Director Bethany Omeri
Business Manager Mia Tracey
Managing Partner Linda Major
Protester Ashleigh Waters
Digital Artist Leon Baldock & Mathew Mason
Print Manager Carne Godfrey
Trading Director Hilary Yiasoumi
Media Strategy Director Jake Firman
Executive Director James Walker
Music Liquid Studios
Audio Producer Tamara O'Neill
Principal Advisor Rachel Prince (NZTA)
Principal Scientist Paul Graham (NZTA)
Media OMD
PR Porter Novelli