Blazed - Drug Driving in Aotearoa

The campaign is based on a key insight from our target audience [middle-aged Māori men] that when a person uses cannabis, they do things slower than usual. We want them to apply this to a driving scenario and acknowledge that their reaction time is slower and they have less ability to react quickly should the unexpected occur. Ultimately we want them to make the link and start to question their own behaviour behind the wheel.

– Background thinking on this advertising campaign, quoted on website StopPress, 16 September 2016