Young people encouraged to ghost their loved ones while driving in new campaign via VML NZ

June 5 2025, 6:00 am | BY Ricki Green | No Comments

Young drivers have a crash risk that is four times higher if they use their phone while driving. To combat this, ACC has partnered with NZ Transport Agency Waka Kotahi and NZ Police to encourage 16-24 year olds to ghost their mates and loved ones while driving in a new campaign created by VML New Zealand.

 

The target market were vital collaborators and research partners, including involvement from SADD (Students against Dangerous Driving) which uncovered findings that supported the existing Have a Hmmm platform. It revealed that the impact a person’s injury could have on others is a strong motivator of behaviour change.

Says Kim Pick, ECD, VML: “When it comes to using your phone in your car, if you care about someone, you should put your phone on do not disturb and ghost them, instead of contacting them. That way you’ll have a better chance of getting to them safely. It’s ghosting as an act of love.”



The collaboration brings together government agencies that are invested in reducing crashes on the road.

Shot by Honeymoon Films’ Louis Sutherland, and Loupe’s Steve Boniface, the campaign has launched across TikTok, Instagram, OOH, and digital audio with Media by MBM.

Young people encouraged to ghost their loved ones while driving in new campaign via VML NZ Young people encouraged to ghost their loved ones while driving in new campaign via VML NZ Young people encouraged to ghost their loved ones while driving in new campaign via VML NZ

Client: ACC, Waka Kotahi, NZ Police
Creative Agency: VML New Zealand
Production Companies: Honeymoon Films
Directors: Louis Sutherland
Photographer: Steve Boniface
Media Agency: MBM

 

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