We needed to take radical action if we’re going to change attitudes and behaviours. Crash ‘08 was designed for specifically that.

So we staged a live accident that demonstrated the horrific consequences of speeding, before encountering our billboard.

Working with key partners including New Zealand Police, New Zealand Fire, St John’s Ambulance, EDI Works & the council, we orchestrated a full-scale head on collision.

At the end of the accident site they encountered our billboard “Is a crash the only thing that will slow you down?The crash engaged consumers, with the majority of them believing it was a real accident until they reached the billboards.

Thousands drove past the billboard and the media coverage it generated reached hundreds of thousands more. The council received countless emails and a video appeared on YouTube that generated thousands more hits.

On a very small council budget, Crash ’08 was seen to be very successful by all.