BLAZED - Drug Driving In Aotearoa скачать в хорошем качестве

BLAZED - Drug Driving In Aotearoa

Blazed as: New Zealand Transport Agency and director Taika Waititi get colloquial to target Maori drug-drivers A few weeks back NZTA and Clemenger BBDO launched the second phase of its drug driving campaign, 'Shopkeepers', which used humour to create awareness around the fact that having a toke before getting behind the wheel wasn't safe, despite beliefs to the contrary. And, just as it did with Legend, it's followed that up with an ad/short film aimed at the Maori community that shows how children view the behaviour of their blazed parents. "Three Maori boys find themselves in a situation familiar to most kids growing up in New Zealand: sitting outside in the car, waiting for one of their dads to come out and drive one of them home. The only thing is, the dad has been blazing, and the kids know it. We watch them change from comical to contemplative, as they examine their own awareness of their dads' behaviour in the raucous, imaginative way only young boys can." The campaign launched on Maori Television and was created by award-winning director Taika Waititi, who also found success with his short film based on a similar theme, Two Cars, One Night. According to The Economist, New Zealand loves the wacky backy (marijuana), with 14.6 percent of the population 15-64 having smoked it in the past year, compared to the global average of 3.9 percent. And according to Ministry of Health stats from 2007/2008, the prevalence of cannabis use was significantly higher among Maori adults than among non-Maori adults (32.6 percent for males and 23.9 percent for females). When we spoke with Linda Major, Clemenger BBDO's director of social marketing about 'Shopkeepers', she said this stage of the campaign focused specifically on those who used cannabis, and particularly those in their thirties and forties, a group that often thinks they're okay to drive after smoking and doesn't consider their behaviour to be a road safety issue. Some of these so-called 'sensible stoners' think the drug has little effect on their driving and many even believe that the drug makes them a safer driver as they feel more focused and drive slower. That doesn't gel with the crash statistics, however.