Drive Safe Driver Sober
Wellington City Council, in partnership with NZ Police, piloted the ‘Drive Safe Drive Sober’ campaign throughout the summer period. The campaign focused on the importance of being a sober driver behind the wheel and proved hugely successful.
Through our partnership with NZ Police, we joined the team at checkpoints across the Wellington City in hotspot areas (close to nightlife), with a focus on testing all drivers for alcohol. Sober drivers were rewarded with branded lollies (very popular) and for those that were under the influence, they were given discounted rideshare travel vouchers (we partnered up with Zoomy), along with a ticket.
We partnered up with 18 bars/clubs in the Wellington hotspot areas, distributing resource packs to these bars that included branded coasters, posters, bar runners, mirror stickers and heat sensitive urinal stickers – cool eh?
Alongside the promotion above, we promoted the campaign message using regular methods – billboards, VMS boards, Shout posters and social media. We also had branded air fresheners created and distributed to Blue Bubble Taxis in Wellington.
If you’d like to hear more about how we ran the campaign, feel free to get in touch with George Booty, Sustainable Transport Coordinator, at Sustainable.Transport@wcc.govt.nz