In partnership with Waka Kotahi NZ Transport Agency, we launched the first public awareness campaign under the Road to Zero strategy, a national effort to eliminate road deaths and serious injuries. Introduced in 2019 by the Ministry of Transport, Road to Zero aimed to reduce fatalities and serious injuries on New Zealand roads by 40% by 2030. We understood the urgency of shifting public attitudes and sought to create a step change in how road safety was perceived.
At the heart of the campaign was a mass-reach television commercial, designed to disrupt the way New Zealanders viewed the road toll. Over time, the numbers had become just another statistic — something reported like the weather forecast, accepted rather than confronted. The campaign set out to change this mindset by making people see that each number represented a life lost, a family devastated, and a community impacted, because the cost of mobility should never be measured in human lives.
