Jimi’s Legend Series

Background

The demographic group most at risk of drink-driving accidents in New Zealand were young drivers. After a few drinks it was easy to make the wrong call.

The problem was that this target group rejected any governmental message. They distrusted authority and responded badly to being told how to behave.

The task was to get this cynical audience to spread the government message themselves and encourage mates to stop one of their own from driving drunk.