Road safety marketing schedule

Motorcycling safety:
Rider stories

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

Campaign running: September 2024 – April 2025

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 communicate 5 key messages to manage the risks of every ride: Ride sober and rested; ride to your ability; always, always wear the gear; ride to the conditions; and do rider training such as ACC’s Ride Forever course.

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

20-34-year-old males.

Campaign running: October 2024 – 27 May 2025; 27 May onwards, illustrations advertising only.

Timing rationale: The Would you Rather campaign talent contract expires on 27 May so all materials must be removed before this date. We are running our last burst of activity in May before the expiry. You can continue to use the illustrations until December 2026. The artwork for these are on our resources page or you can order printed materials from the Bluestar portal.

• Drink-driving resources page
• Bluestar portal(external link)

From 27 May onwards, we will continue to use the illustrations in our in-moment channels such as rugby clubs, bars, alcohol shops etc.

Channels: TV, online video, cinema, billboards, social media, radio. The illustration 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: April – June 2025

Timing rationale: The campaign runs mid-April to coincide with University Mid Semester Breaks (along with the Easter long weekend), through until late June to include the end of Semester Breaks and Matariki holiday.

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”. More information to come in March closer to launch.

Drug driving:
Stopping

All people aged 18+ years old

Campaign running: February – December 2025

Timing rationale: The campaign launched on Sunday 23 February and will run 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 second burst of activity will be from mid-May to mid-June.

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.

Campaign summary: The campaign features three young men getting into cars where we’ve replaced the normal “ding ding” of their car seatbelt warning with a warmer message.