FCB Aotearoa, MBM and Waka Kotahi launch ‘Through My Eyes’

In an effort to target speeding and speeders, FCB, in partnership with Waka Kotahi NZ Transport Agency and MBM have launched their first piece of work – Through My Eyes – since the appointment of FCB as lead strategic creative agency and MBM as media agency in June 2022.  

This latest public education campaign forms a key part of the wider Road to Zero* strategy and Safe System approach. Speed affects the severity of all crashes. Even when speed doesn’t cause the crash, it is the determinant of whether anyone is killed, injured, or whether they walk away.

“Sadly far too many New Zealanders continue to drive at unsafe speeds on our roads, resulting in unnecessary deaths and devastating  consequnces for families, whānau  and communities. This important mahi serves to remind New Zealanders that there is no excuse for speeding and we need to slow down so that everyone can get where they’re going safely,” says Lauren Cooke, National Manager, Education and Marketing at Waka Kotahi.

Through My Eyes follows a police officer as he stops drivers for speeding. Each driver has a well-worn excuse for their speed; and ultimately our police officer attends a crash which could have been prevented had speed not been a factor. 

Leisa Wall and Peter Vegas, FCB CCO’s, commented: “Drivers don’t get to see what the Police deal with on a daily basis. In this film we wanted to bring the consequences of speeding to life. Nathan’s execution started with using a real officer as the main character and this brings the two worlds together in a brutally simple but powerful way.”

Watch the StopPress ‘So You Want My Job’ interview with Leisa Wall and Peter Vegas here.

Loren Smith, Strategist at MBM says: “We are excited for the launch of the first campaign of 2023 with Waka Kotahi and FCB. By utilising the strengths and expertise of all partners, we have created a collaborative and impactful approach to changing attitudes towards speeding on our roads.

The 60” video can be viewed here:

* Road to Zero, New Zealand’s road safety strategy was launched by Te Manatū Waka, the Ministry of Transport in 2019 and Waka Kotahi is the government agency leading its delivery. Underpinned by a vision of zero deaths and serious injuries in Aotearoa, Road to Zero specifically aims to reduce deaths and serious injuries on New Zealand roads by 40 percent by 2030 (based on 2018 levels). It is guided by the “Safe System” approach, the international gold standard in road safety, and recognises that whilst mistakes are inevitable – deaths and serious injuries from crashes are not – and seeks to create a safe and forgiving transport system that makes the safety of people a priority.