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Auckland Transport: Happy Endings

March 21st, 2016

Episode 1914 of 5181 episodes

Drink driving is an entrenched behaviour in Auckland. 58.6% of serious crashes on roads are alcohol related.Auckland Transport (the city council) have embarked on a long-term plan to change this behaviour, to encourage zero drinks when driving. The target audience: males 25-39 yrs.For decades anti drink-driving advertising has used shock tactics. Audiences had become desensitised. It was time for a fundamental shift in strategy.THE HAPPY ENDINGS VOUCHER a direct innovation designed by JWT New Zealand for couples, so they can reward each other for driving drink-free. VIEW THE AD

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