The Unsell.
- Waka Kotahi | NZ Transport Agency -“For young drivers a car’s Star Safety Rating is life or death.”
Seeing unsafe cars through the eyes of those who know
The most vulnerable drivers – teens, just learning – are often put in the most vulnerable cars. Parents want to protect their kids however they can. So we needed to show that the safest car they could offer was the best option for their teen on the road.
Some parents have witnessed the worst outcomes for young drivers in unsafe cars – those parents who are also first responders, medical experts or towies. These are the parents who know to choose safe cars for their own teens. So these experts became advocates for other young drivers in a car yard where the ‘salespeople’ are out to unsell, using their graphic knowledge of crashes to open the eyes of parents and young drivers.