The Unsaid

Advertising campaign for Waka Kotahi NZ Transport Agency.

Role: Producer, Casting

Recognition: Cannes Lions, D&AD, Axis Awards

The drug driving campaign that proved itself into existence

Drug driving is as deadly as drink driving, yet 90% of us deny the statistics. As long as those affected feel too ashamed to talk, the truth remains silent.

To change perceptions, a unique campaign was started – one that would only run if real deaths happened. Ashleigh shared her own drug driving story first, over TV and social. She invited people to message in their own stories of loss, which were filmed and shared in real time, aired on TV and social on that day only. Every time the nation saw Ashleigh, they knew it meant someone else had died.

Over 250 stories came in and a vocal online community formed. Giving these real deaths a voice turned the unsaid truth into the undeniable truth. Drug driving is hurting us.