FCB New Zealand Reminds Us of the Human Cost of Speeding

FCB, in partnership with Waka Kotahi NZ Transport Agency and MBM have launched their first piece of work – Through My Eyes – since the appointment of FCB as lead strategic creative agency and MBM as media agency in June 2022.  

This latest public education campaign targets speeding and speeders, and forms a key part of the wider Road to Zero* strategy and Safe System approach. Speed affects the severity of all crashes. Even when speed doesn’t cause the crash, it is the determinant of whether anyone is killed, injured, or whether they walk away.

Says Lauren Cooke, national manager, education and marketing at Waka Kotahi: “Sadly far too many New Zealanders continue to drive at unsafe speeds on our roads, resulting in unnecessary deaths and devastating consequnces for families, whānau and communities. This important mahi serves to remind New Zealanders that there is no excuse for speeding and we need to slow down so that everyone can get where they’re going safely.”

Through My Eyes follows a police officer as he stops drivers for speeding. Each driver has a well-worn excuse for their speed; and ultimately our police officer attends a crash which could have been prevented had speed not been a factor.

Says Leisa Wall and Peter Vegas, CCOs at FCB: “Drivers don’t get to see what the Police deal with on a daily basis. In this film we wanted to bring the consequences of speeding to life. Nathan’s execution started with using a real officer as the main character and this brings the two worlds together in a brutally simple but powerful way.”

Says Loren Smith, strategist at MBM: “We are excited for the launch of the first campaign of 2023 with Waka Kotahi and FCB. By utilising the strengths and expertise of all partners, we have created a collaborative and impactful approach to changing attitudes towards speeding on our roads.

* Road to Zero, New Zealand’s road safety strategy was launched by Te Manatū Waka, the Ministry of Transport in 2019 and Waka Kotahi is the government agency leading its delivery. Underpinned by a vision of zero deaths and serious injuries in Aotearoa, Road to Zero specifically aims to reduce deaths and serious injuries on New Zealand roads by 40% by 2030 (based on 2018 levels). It is guided by the “Safe System” approach, the international gold standard in road safety, and recognises that whilst mistakes are inevitable – deaths and serious injuries from crashes are not – and seeks to create a safe and forgiving transport system that makes the safety of people a priority.