Road safety marketing schedule

Motorcycling safety:
Rider stories

45-64-year-old males, who ride for fun

Campaign running: September 2025 – April 2026

Timing rationale: We’re focusing on spring and summer months to coincide with when more recreational riders are out on their bikes.

Channels: TV, online video, radio, social media, billboards and posters along key motorcycling routes, various websites, print.

Campaign summary: The campaign features real motorcycle riders sharing their stories to encourage other riders to manage the risks of every ride. There are 2 new rider stories being added to the suite of content in September.

Safe vehicles:
Your last line of defence

Broad audience of current and potential vehicle owners, with a focus on those looking to buy a vehicle soon

Campaign running: Always-on with more activity at the start of 2025.

Timing rationale: People buy cars throughout the year but there’s a peak at the start of a new year when more people are looking.

Channels: Social media, Trade Me, search engines, various websites.

Campaign summary: The campaign features a cardboard car to highlight how vulnerable people are in vehicles with low safety ratings. The campaign encourages people to prioritise safety when buying a vehicle and to check their vehicle’s safety rating at rightcar.govt.nz.

Drink-driving:
Would you rather illustrations

20-34-year-old males

Campaign running: June – November 2025.

Timing rationale: The campaign is running throughout winter in places where people are more likely to drink.

A new drink driving campaign will launch this summer.

Channels: The illustrations advertising will be in bars and pubs, alcohol shops, trade and farming stores and rugby clubs.

Campaign summary: The campaign highlights the various consequences drink-driving can have on your life, beyond crashing or losing your licence.

Distractions:
Have a Hmmm

Drivers aged 18-24 yrs

Campaign running: TBC

Timing rationale: The timing of the next flight of the campaign is still to be confirmed.

Channels: Social media, radio, digital audio, and street posters.

Campaign summary: The campaign is a collaboration between NZTA and ACC and utilises ACC’s ‘Have a Hmmm’ marketing platform to remind young drivers to “Have a Hmmm, and put your phone on do not disturb when driving”. 

Drug driving:
Stopping

All people aged 18+ years old

Campaign running: February – December 2025

Timing rationale: The campaign is running at different times during the year to build awareness of the harm caused by drug driving and to discourage people from driving after taking drugs. The next burst of activity will be from mid-July to early September. 

Channels: TV, cinema, online video, outdoor, social media and website channels.

Campaign summary: The campaign introduces the simple message ‘Don’t let the drugs drive’ and illustrates the serious consequences of driving after taking drugs, harm to yourself or others.

Speed:
Through my eyes

All

Campaign running: 2 March – 26 April 2025, and 15–30 June 2025.

Timing rationale: We’re focusing on long weekends and holiday periods including Easter when there’s a higher volume of traffic on the roads.

Channels: TV, online video, social media, billboards, radio, various websites.

Campaign summary: The campaign shows the various excuses people give police for their speeding and highlights how little these excuses mean when you’re faced with the consequences.

Seatbelts:
Warmer seatbelt warnings

Males, aged 18-39-years-old, living in rural areas

Campaign running: July – September 2025

Timing rationale: It’s always relevant to remind our target audience to wear a seatbelt. We’re balancing timings for this campaign alongside others aimed at this audience.

Channels: Online video, radio, social media, media partnership with Sky TV.

Campaign summary: The campaign features a mix of content reminding young men why it’s important to ‘buckle up’ for those that want them to get home safe.   A media partnership with Sky TV’s “UFC on Sky” programme is running in July to convey the same message.