Picture this. School’s out and the long summer days are filled with an itching desire to escape the house. It’s the perfect time for young drivers to hit the road.
It’s also the highest crash period. Waka Kotahi and ACC’s crash data paints a clear picture. Young males (15-24), in their first six months of driving solo, are the most at risk of killing or seriously injuring themselves on New Zealand’s roads.
The good news? ACC statistics also show that if young males use Drive.govt.nz they’re 40% less likely to hurt themselves on our roads. Our mission was to make learning and practicing driving skills as rewarding as possible.
We created the Drive Summer Series. A gamified campaign for young drivers to complete challenges, earn points, win prizes and get driving. The campaign was built around the idea of levelling up their licence. Every little action moved them towards their goal of getting behind the wheel.