Rats Tale.
Waka Kotahi | NZ Transport Agency
Gold APG Creative Strategy Award for Audience Insight and Social Behaviour/Cultural Insight
Shifting drink driving for rough-playing, heavy-drinking rural lads
from:
something they don’t think twice about - they’ve gotten away with it countless times, and can’t see it ever killing them
to:
something that’s not worth the risk - even just an injury would sideline them from doing the things they love with their mates.
Our strategy for Rats Tale was born out of extensive audience insight work through ethnographic interviews. We drank beers with our rural lads in their flats, rugby clubs, and favourite pubs to uncover what made them tick, how they lived, and what they cared about.
