PROevents were contracted by the Eastern bay Road Safety Group to run a series of events throughout the Eastern Bay of Plenty. Targeting Young male Māori drivers aged 16-25, the events were
developed to reduce the number of alcohol, drug- and speed-related serious and fatal crashes involving young people in our area. Drug and alcohol related crashes, and the decision
making/consequences of decisions, have been highlighted by the client as an area of importance for this campaign.
The Campaign, event and single behaviour change message 'real life has no rewind’' was tested on, and refined
in conjunction with, a small group of Ōpōtiki College students who were aged between 16 and 17.
The students expressed the need to have a good plan in place in order to get home safely.
Most preferred to have a) a sober driver, b) a parent pick them up or even better, c) to not need to drive and party close to home.
PROevents developed and delivered a show that entertained and conveyed messages through singing, dancing and acting in four rural areas. It also delivered experiential activities that
provided a ‘hands on’ opportunity for people to ‘think, feel and do’ including a driving simulator, a ‘Booze goggles’
demonstration and video interviews.