Challenge: Drug driving is one of the most common causes of fatal road accidents in New Zealand. 1/4 people killed on NZ roads have drugs in their system. Kiwis were not aware of the problem. Only 1/10 believed it was an issue. NZTA wanted to raise awareness and generate demand for further action.

Insight: Conversation drives awareness but few feel comfortable discussing drugs. However, people are more likely to voice an opinion if they feel everyone else is talking about it. Our strategy was to provoke a response to questions around drug driving and amplify the results. Extremes of opinion challenging apathy and raising awareness.

Results: Our objective was to set the agenda and change perception. Then use the findings to inform future campaigns. Online alone 105,000 voted (without any incentive offered) and 800,000 saw these poll results. Creating thousands of separate conversation strands seen by 689,000 New Zealanders. Through social media monitoring and poll results we have numerous insights to inform the continuation of this campaign and move from mindset change to behaviour change. From a history of traditional social marketing advertising the government client have, as result, grown to seen the value of, and adopted, this conversational, integrated campaign approach to tackle other road safety issues. We held a mirror up to the nation for 6 weeks and by the end of the campaign it had changed its mind on the risks of drug driving. From 1/10 seeing it as a problem now 7/10 did.