Legend.
- Waka Kotahi | NZ Transport Agency -“Ranked #4 in NZ’s top 10 television moments of all time.”
Empowering mates to stop mates driving drunk
After years of successfully changing our drink driving culture, people were quick to say you’re a ‘bloody idiot’ for driving drunk. But many still hesitated to take action at the crucial moment a drunk driver picked up their keys. We needed a new, empowering platform to take people…
FROM “It’s not my place… the police will stop them”
TO “It’s my business to stop someone driving drunk”
Legend was introduced with a much-loved story, Ghost Chips. The success of this story rests in its empathy with the audience. We didn’t hold a mirror up to show them what they should do, we handed over an idea they could own and repurpose, making it easier to act on. Hundreds of Facebook pages were immediately created by the audience themselves to express their own stories about drink driving. Key lines made their way into Kiwi lexicon and culture, “You know I can’t grab your ghost chips”, “Monique says you’re dumb”. The new platform for drink driving ‘Legend’ was rapidly embraced by people from all walks of life. It has evolved to target whānau, communities, workmates and social networks. Legend has unified efforts from Waka Kotahi, NZ Police, local road safety groups, schools, beer brands, pubs, taxi and transport companies, and individual legends all over the country.
Legend is now shorthand for not driving drunk. Only 1% of people say they’d “probably do nothing, it’s not my problem” to stop someone driving drunk. The rest of us are legends.
