28 April 2006

New twist in campaign to stop drink-driving – latest ad targets family and friends

‘If you stop a drink driver, you’re a bloody legend.’ That’s the message behind a new television ad targeting the families, friends and workmates of would-be drunk drivers.

Land Transport New Zealand Advertising Manager Rachel Prince says the new ad takes the responsibility for stopping drink-driving a step further than traditional ads.

“This advertisement targets the people associated with the drunk-driver rather than directly targeting the would-be offender. It encourages friends, family and workmates – the people that can influence a drink-driver – to take ownership of the problem, speak out and stop the person from making a bad decision.

“Most people don’t drink alone. They drink with mates, family members, neighbours and so on. These are the people who have the power to take action and prevent drink-driving tragedies from happening.”

In spite of significant gains in the past 20 years, drink-driving remains the second largest cause of death and injury on New Zealand roads. Each year, nearly 2000 people are killed or injured in drink-driving crashes.

The new ad will screen for the first time this Sunday (30 April).

ENDS

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