Waka Kotahi - Booth Campaign
Targeting - All road users, including drivers, passengers, and pedestrians. By conveying a universal message, the campaign aims to reach A broad spectrum of the population, fostering a sense of shared accountability for road safety.
Core Theme of the Campaign -
The campaign takes a unique and emotionally resonant approach by depicting a toll booth as a poignant reminder of lives lost on the roads. This creative metaphor encourages viewers to reflect on the real toll of road incidents and reinforces the need for collective responsibility.
About the
Campaign -
The Waka Kotahi Booth Campaign is a part of New Zealand's Road to Zero strategy, a road safety initiative. It employs compelling storytelling and visuals to raise awareness about the importance of safe driving and the shared responsibility we all have in reducing road incidents.
Formula applied by the Campaign to elicit customer action -
The use of storytelling, particularly evident in the "Booth" installment. It communicates a powerful message, urging individuals to consider the human cost of road incidents, emphasizing that tolls should not be paid with human lives.
Business Title
A Look at
the Campaign
- Storytelling Medium: The campaign leverages storytelling through visuals to convey a powerful road safety message.
- Human-Centric Approach: "Booth" emphasizes the human impact of road incidents, urging viewers to prioritize safety.
- Metaphorical Toll Booth: The toll booth serves as a metaphor, symbolizing the toll in human lives paid on the roads.
- Collective Responsibility: Encourages a sense of shared responsibility for road safety among all road users.
- Part of Road to Zero: The Booth Campaign aligns with New Zealand's Road to Zero strategy to reduce road incidents.
- Emotional Resonance: Aims to evoke emotions and personal reflections, fostering a deeper connection with the audience.
- Memorable Visuals: Utilizes memorable visuals to leave a lasting impression and enhance message retention.
- Call to Action: Promotes a call to action for safer driving practices and a commitment to reducing road incidents.