We created three unique connection points to reach drug drivers.Firstly we convinced a major TV network to run a season of 'stoner' movies. 6 weekly movies strongly featuring marijuana use such as 'Dazed and Confused', 'How High' and 'Dude Where's My Car?' attracted viewers who were more likely to be drug users before we hit them with our relevant drug-drive TVCs.We also created a storyline in a Digital Emmy nominated, online teen drama series - Reservoir Hill.The boyfriend of the main character was seen to smoke marijuana and drive throughout the series. In the gripping finale, he needed to rescue her, but was unable to do so when he was stopped by Police for drug-driving.For prescription-drug users, we arranged for the bags in which presciptions are dispensed, in nearly all pharmacies (665) in New Zealand, to be replaced with our own bags containing a drug-drive message.

New Zealanders are getting the message about drug driving.The stoner movie season delivered 25% audience coverageOver just 8 weeks of tracking, the TV achieved 16% free and 61% unprompted recall.Only 36 drug impairment tests were carried out in the two months following the legislation.Lower drug-drive crash rates were attributed as a contributor to 2009 being the second-lowest road death rate in 40 years.Reservoir Hill became the most downloaded weekly programme. We learnt about drug-driving attitudes and behaviour through correspondence between the lead character and her 886 Bebo friends plus text messages to her.