‘Ripple Effect’ Road Safety campaign kicks off in Northland
The Northland public and visitors alike will be exposed to a new regional road safety education campaign which was launched on Monday 19th October 2020. This hard hitting, emotionally evoked video production campaign called ‘The Ripple Effect’ is an extension of the One Tear Too Many campaign.
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The One Tear Too Many brand has been in existence since it commenced in 2015 when a young graffiti artist created the image of a wahine crying. The wahine depicted Papatuanuku – our Earth Mother, with one tear representing one death on our roads as too many. Over the years the road safety brand has evolved and been amended to be utilised on roadside billboards, bus-backs, cinema advertising, radio, print media, social marketing and resources throughout the Far North, Whangarei and Kaipara districts.
The new ‘Ripple Effect’ campaign continues on from the recent ‘THINK’ campaign with the idea of getting people to think about their behaviour on the road, however holds a different style of message delivery. The campaign tells the story of an 11-year-old boy who is killed by a speeding driver and shows a number of people affected by his death.
Jodi Betts, from Far North REAP Road Safety, who has been involved with the One Tear Too Many campaign since its inception, points out the reason this next component of the campaign is more hard hitting is a result of focus group work that showed people consider changing behaviour if children are involved or a human story is attached to the message. “This story may conjure up a lot of deep emotion for viewers and a strategic marketing plan is devised to ensure appropriate advertising placement” she says. Jodi also states we (road users) really need to consider all of the people affected when a road tragedy takes place. This may just be enough for a driver to consider not taking an unnecessary risk.
The new ‘Ripple Effect’ video production is a collaborative project between Far North REAP and Waka Kotahi (the NZ Transport Agency), to establish and develop a region wide road safety campaign that reaches Northland’s demographic. The campaign will be seen and heard throughout Northland beginning mid-October and run until mid-April 2021. The video production will be seen on social media and a range of TV and Web digital platforms, with still images and messages in the Northland Age and Northern Advocate, and as radio advertising heard over many of Northland’s prominent radio stations.
‘Ripple Effect’ Radio Advertising 2020/21
Did you think about his Nana?
Did you think about his Sister?
Did you think about his Teacher?
Did you think about his Coach?
Did you think about his Mum?
Did you think about his best mate?
Far North REAP Drivers Licence Course Dates for 2020
Learner Licence Courses from 9.30am – 1pm (testing day Thursday) :
Tues 10 – Thurs 12 November
Restriced Licence Course from 9.30am – 11am:
Tues 17 November
The Road Safety Team deliver projects, learning support, social marketing, events, courses, and overall coordination of road safety education in the Far North District. The team hold a range of skills around driver instruction, licensing, project planning, marketing, youth engagement and networking.
Road Safety Education is grouped around 7 main themes:
- Reducing Alcohol & Drug Impaired Driving
- Young Drivers
- Safer Speeds
- Restraint usage
- Fatigue Awareness
- High risk drivers
Selection of Road Safety Activities
Local Marketing Campaigns
One Tear Too Many
The original campaign image created by Hayley Ngaroma Fitzpatrick
The image represents Papatuanuku, our Earth Mother and the one tear signifies one death as too many and encourages us to be mindful of driving on our roads.
The One Tear Too Many Campaign is now a Northland wide road safety education campaign and uses a number of messages under the brand. These include Drive Sober, Slow Down, Seatbelts On & Stay Fresh.
WHO ARE WE?
Far North REAP
Moerewa Christian Fellowship Centre
Ngati Hine Health Trust
Te Runanga O Whaingaroa
Automotivavte – Safer Communities
Te Hauora o Ngapuhi
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