The road safety marketing schedule looks forward and outlines the campaigns we’re running. Where possible, we encourage road safety partners to align their regional work to our national campaigns, so that road safety messages are consistent across the country. Our plans can change so please check the schedule often.
|
Campaign |
Target audience |
Approach and timings |
|
Seatbelts: Warmer seatbelt warnings |
Males, aged 18-39-years-old, living in rural areas |
Campaign running: August – November 2024 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. |
|
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 – January 2025 Timing rationale: We’re focusing on spring and summer months to coincide with when more people are gathering, enjoying warmer weather and have more opportunities to drink. Channels: TV, online video, cinema, billboards, social media, radio, advertising in bars and pubs, alcohol shops, outdoor advertising in summer holiday hotspots. Campaign summary: The campaign highlights the various consequences drink-driving can have on your life, beyond crashing or losing your licence. |
|
Speed: Through my eyes |
All |
Campaign running: 20 October – 26 October 2024 and 17 November – 7 December 2024. Timing rationale: We’re focusing on long weekends and holiday periods 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. |
