Spin the wheel

Key messages

• Failure to give way at intersections is one of the largest causes of death and injury on New Zealand roads after driving at excessive speed and drunk driving.
• Last year, 2560 crashes occurred at intersections because someone failed to stop or give way – this equates to 50 injury producing crashes per week.
• These intersection crashes resulted in 3397 injuries and 26 deaths.
• The target audience for this new campaign is all drivers; primarily city drivers aged between 25 – 39 years.
• These drivers know they should take care at intersections but they're prepared to take higher risks in certain situations such as when they’re running late.
• Most drivers consider the risk of a crash at an intersection to be relatively low or associate intersection crashes as ‘fender benders’ or ‘prangs’.
• Many drivers take risks at intersections and trust luck, but taking risks at intersection can result in serious injury or even death - trusting luck is not worth it.
• The new advertising aims to get people to think twice before pushing the rules at an intersection. We want drivers to understand the risks and consequences they face when they push it at intersections.
• The key message we want people to take out of the advertising is that each ‘bad call’ you make at an intersection increases your risk of serious consequences such as injury or death.
• The endline for the advertising is Intersections. Bad call can be deadly.
• The advertising will be supported with radio, outdoor, print and other advertising.

Page created: 22 May 2008