New Zealand Transport Agency is shifting its approach in its latest road safety ad urging drivers to think about the mistakes other people might make on the road rather than just their own behaviour. The intense ad shows the last thoughts of two drivers before they crash.
The ad is based on the idea that while you might think you're driving safely, other people’s mistakes can still cause an accident and kill.
It sees two cars hurtling towards each other as one tries to make it across an intersection. The scene pauses before the smash, both drivers, one of whom has his son in the back seat, get out of the car and have an imagined pre-crash conversation of their last thoughts before the inevitable crash. Both apologise for their mistakes.
The agency is switching its focus from asking drivers to think about their own speed, to thinking about what other people on the road might be doing. Many people go a bit over the speed limit but don't think it's a problem, but the New Zealand transport agency wants drivers to “reframe” their thinking and consider the potential risk of human error.
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