NRMA – Don’t drive naughty, drive nice

Digital, Film, Outdoor, Radio, Social

Don’t drive naughty, drive nice.

To be genuinely helpful, NRMA wanted to create a road-safety campaign at a time year where the roads are most deadly.

To get drivers to take action we needed a new message and new advocates. So we turned to the most powerful influence on drivers everywhere – the passengers in the back seats – kids.

If anyone could get adults driving safer, it was them.

In a playful role-reversal, ‘Don’t drive naughty, drive nice’ became a kind instruction from children to their parents, to drive them safely these holidays.

cropped NRMA Christmas_TV_03