Auckland Transport

64 Road Safety Awareness

A multi-channel campaign linked to the 64 road deaths in Auckland.

Client Auckland Transport
Date Jan 2018

Every week, at least one person dies on Auckland roads. Since 2014, there has been a 70% increase in people being injured or dying, as a result of speeding in Auckland.

This reached its peak in 2017, with 64 road deaths across the year in Auckland alone. A staggering number for any one city or town in New Zealand to have.

Auckland Transport teamed up with us to release ‘64’, a road safety awareness campaign that draws attention to the significant increase Auckland has seen in its annual road death toll and the associated link between speed with deaths and serious injuries.

In 2017 there were 64 road deaths in Auckland alone.

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The multi-channel campaign, features a special build adshel in downtown Auckland featuring 64 sets of keys, to represent the 64 people who will never drive a car again.

This was followed by targeted radio spots, Facebook ads, and bus wraps demonstrating that 64 is an entire busload of people.

The campaign culminated in an eye-opening cinema stunt to highlight the idea of “64 people who will never go to the movies again”. This was done by projecting an unsuspecting audience back at themselves on the cinema screen; key road safety statistics then appeared in tandem with targeted lighting, singling out 64 people in the audience who then unitedly stood in silence, before exiting the cinema.