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.
