Communication channels needed to be very public to confront NZer's with real drug driving scenarios and allow for the audience to react and interact in a very public manner, in real time, along with other people like them.

Media that allowed NZTA to be the debate facilitator.

Firstly, we made this uncomfortable topic unavoidable by asking NZ across multiple mass media: “Drug driving. Do you think it’s a problem?”

We then collected reactions and opinions and broadcasted them. Everywhere people saw and heard their peer opinions, they had the opportunity to add their own – on touchscreens in petrol stations, digital billboards, street posters, Facebook polls, banners, pre-rolls, radio DJs or TVCs and presenter prompts.

And so the cycle continued……

No matter where someone answered or commented, they saw or heard the live opinions of their peers, alongside ever-emerging shocking statistics on the scale of the problem.

Our objective was to set the agenda and IGNITE THE CONVERSATION. Then use the findings to inform future campaign themes.

The huge number of Kiwis are now concerned about drug driving – rising from 10% to 70%.

105,000 voted (without any offered incentive), 8,000,000 views of the conversations and poll results, creating 1079 separate conversation strands seen by 689,000. All in a country with a tiny adult population of just 3.2m.

New Zealanders are now well aware that drug driving is a problem. Through social media monitoring and poll results we have numerous insights to drive the continuation of this campaign.