New Zealand Transport Authority and the New Zealand Police have launched a new road safety advertising campaign focusing on the concepts of mandom and mantrol. The new campaign introduces the concept of ‘mandom’ – a place where a man is in complete control and where he can come to perfect his ‘man skills’ – stressing the need to be in full control of a ‘manly activity’ like driving, by knowing when to pull back and when to slow down. The television advertisement at the centre of the new campaign was introduced by two 30 second teasers, and is accompanied by radio, print, billboard and on-line components. All the advertising reinforces the same message: Slow Down. Stay in Mantrol.
Click on the image below to play the Mantrol commercial in YouTube (HD)
Click on the image below to play the Mantrol teaser in YouTube (HD)
Click on the image below to play the Mantrol 2 teaser in YouTube (HD)
Mandom Campaign Background
Speed continues to be one of the leading factors in death and injury on New Zealand roads, contributing to 114 deaths and nearly 2,500 injuries last year, and young men (16 – 29 years) account for 59% of all speeding drivers in fatal or serious injury crashes.
NZTA Advertising Manager Rachel Prince said rather than point the finger at young men for driving badly, the campaign uses the ‘mandom’ concept to point out how to drive well. “A big part of mastering any skill is knowing your own limits. This campaign stresses that part of being a great driver is knowing when to pull back to account for the things you can’t control – the road, the weather and other drivers.”
Ms Prince said the new campaign was part of a long-term, multi-agency commitment to achieve a safe road system in New Zealand which is increasingly free of death and serious injury.
“This approach refuses to accept that any road death is inevitable. We’re working to create a system where skilled, competent, alert and sober drivers travel at safe speeds in safe vehicles on safe roads that are predictable and forgiving of mistakes.”