Another 10 km/h for Urban Road Safety
Land Transport Safety in New Zealand has launched a new road safety television advertisement focusing on speed in urban areas. The commercial challenges the tendency for urban drivers to travel over the 50 km/h speed limit, reminding them that this habit increases both the likelihood of a crash and the severity of that crash.
The campaign aims to get young male drivers to habitually reduce their speed in 50 km⁄h zones. They perceive the risk of crashing, being caught or being injured from speeding as low. Consequently the objective of the campaign is to show these drivers that urban areas are full of everyday urban hazards, so any speed above the limit is dangerous they wont always be able to react in time to avoid every unforeseen situation in a dynamic urban environment.
The advertisement will be supported with print, radio, outdoor and online advertising which is still in development.
Another 10 km/h was developed at Clemenger BBDO, Wellington, by executive creative director Philip Andrew, creative director Paul Nagy, copywriter Anne Boothroyd, art director Brigid Alkema, agency producer Marty Collins.
Filming was shot by Noah Marshall via The Sweet Shop, Auckland, with executive producer Sharlene George and producer Tony Whyman.