Auckland Transport media release

2 December 2013

Make It Home Safely this Christmas

With Christmas just weeks away, Auckland Transport has launched “Make It Home Safely”, a campaign aimed at reducing drink-driving.

“Drink-driving is a major problem in New Zealand” says Community Transport Manager, Matthew Rednall. “In Auckland between 2008 and 2012, there were 107 fatalities and 633 serious injuries caused by alcohol and drug related crashes.”

“Although drink-driving is an issue across all ages, statistics show that people aged 20 to 29 are responsible for just under half of all fatal alcohol related crashes. To communicate with this group, we have developed a campaign focused on cinemas and online.”

As part of the campaign, an advertisement is now showing in cinemas across Auckland, featuring music from local artist Vince Harder. The 90 second video shows how a sober driver is in complete control of the situation on a typical night on the town. The ‘reversed’ contemporary music video is designed to get the target audience talking about it.

“The weeks leading up to and following Christmas are a high risk period for alcohol related crashes,” says Mr Rednall. “We want to make sure that people are planning ahead to guarantee they make it home safely”.

To view the ad, follow this link: http://www.youtube.com/playlist?list=PLwdQL7ny3E69ntKItJHzscv3lZRgjUktg

Auckland Transport has also launched a new fun app on Facebook, the AT website and via email. AT’s Christmas app allows people to choose their ultimate Christmas outfit - with a twist. Users can upload an image via their Facebook account, their phone’s gallery or a computer, and choose from a selection of Christmas themed outfits before pressing save for a surprise.

“Following the success of our Sober Driver Sorted campaign last year, we wanted to continue communicating with our target audience in their everyday social environment and Facebook is the ultimate forum for this” says Mr Rednall. “The app shows that there are many different ways you can get home from a night out including the train, bus, dial-a-driver and taxi.”

To choose your Christmas outfit, visit: https://www.facebook.com/makeithome or www.makeithome.co.nz

A promotional safety event to raise awareness of the Christmas campaign will be held this Friday, 6 December, in Market Square at the Viaduct.

For more information on how to make it home safely visit: www.aucklandtransport.govt.nz 

ENDS

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