Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Road safety campaign takes top prize at at awards

For immediate release
26 September 2003

Road safety campaign takes top prize at New Zealand advertising awards

The Land Transport Safety Authority's road safety ad campaign has taken out top prize for "sustained success" at the second annual Effie awards.

Organised by the Communication Agencies Association of New Zealand (CAANZ), the Effies recognise excellence in advertising effectiveness.

The LTSA's targeted road safety advertisements were singled out by the judges for changing society's attitudes towards speeding, drink-driving and the wearing of safety belts. "Our families drive more carefully because of these fine campaigns," the judges said in announcing their decision.

Before the ad campaign started in 1995 - in support of targeted on-road police enforcement - nearly 600 people were being killed on New Zealand roads per year, with half of the deaths attributable to speed, drink-driving and failure to wear safety belts.

Road deaths had fallen to 404 by last year, despite a 20% increase in traffic since 1995. The proportion of fatal accidents involving drink-driving fell from 40% to 25%, average open road speeds fell from 104.2km/h to 99.1km/h and seatbelt wearing rates rose from 86% to 92%.

LTSA Communications Manager Liz Taylor Read said the credit for the award should be shared by New Zealand Police, ad agency Clemenger BBDO and market research company Research International.

"There are literally hundreds of people who have put a huge amount of time and effort into making the road safety enforcement and advertising campaign such a success. We know the campaign is effective and we know it has helped to save lives."

The road safety ad campaign beat out competing entries from ASB Bank (the "Ira Goldstein" series), Frucor Beverages (the Just Juice "Taste of the Tropics" series) and the Ministry of Health (the "Like Minds, Like Mine" series de-stigmatising mental illness) in the sustained success category.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Commerce Commission: Vodafone Faces Charges Over Expired Contracts

The Commission alleges that, having agreed with a customer to terminate their service part-way through the next month, Vodafone then sent an invoice that included charges for the entire next monthly billing period. More>>


Goat Milk: New PGP For Infant Formula

A new Primary Growth Partnership programme launched today has its sights on growing a sustainable, high value goat milk infant formula industry in New Zealand. More>>


Tornado Aftermath: More Storms Forecast For New Plymouth

Up to 30 homes were damaged Monday night when a tornado roared through a New Plymouth suburb last night , cutting power lines, tearing off roofs, and toppling trees. More>>


Government Investment Rejig: Sustainable Food & Fibre Futures Launched

Growing New Zealand’s food and fibre sectors sustainably and supporting a thriving economy are the hallmarks of a new investment programme announced today by Agriculture Minister Damien O’Connor. More>>

Dump Levy Options: Waste Work Programme Announced

Associate Environment Minister Eugenie Sage has announced a programme of work to take action on New Zealand’s long-neglected waste problems. More>>


Real Estate: Foreign Buyers Ban Passes Third Reading

The Bill to put in place the Government’s policy of banning overseas buyers of existing homes has passed its third and final reading in the House. More>>