Only 10% of Kiwis believe drug driving is a problem. To prove the truth, this campaign was the first PSA that would only run if it needed to. Each execution was brought to life from a real story: if there were no drug driving deaths, there would be no PSAs. The campaign was made exclusively using real stories of real drug driving losses sent in by real families. Every time people saw it, they knew it symbolised another death. By relying completely on real time responses, Clemenger BBDO Wellington was able to surface the harm caused by drug driving in an inarguable way.
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