Stoners don’t want to hear marijuana slows reactions and makes driving dangerous. The NZTA needed an authentic, targeted way to deliver the message.
Tinnyvision: a group of guys sharing their stoner sessions on Snapchat. Add them. Get snaps. Watch them and they disappear. No incriminating evidence. Throughout the day, our target audience was entertained by snaps of the guys getting stoned and slow.
11 snaps later, they go for a drive. A girl steps out. The driver is slow to react. She hits the windscreen.
A minute later, viewers receive one final snap: ‘Stoned drivers are slower to react’.