Campaigning at the Source

In innovative anti-drunk driving campaign in NZ has made headlines around the world. Produced by the NZ Land Transport Safety Authority, the large, heat-activated ads are located in urinals in 260 pubs around the country. “What you’ll see is essentially a black silhouette of two cars, side by side, underneath the phrase ‘Which car will you piss off in tonight?'”, explains LTSA representative Amy Knackstedt. “[T]he ads are heat activated, so when the heat affects them they unveil two different images – one of which is a badly crashed car, on top of the words ‘if you drink and drive you’re a bloody idiot.’ And the other one is a nice, pristine, un-crashed taxi that says ‘If you drink then don’t drive, you’re a bloody legend.'”