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Research has found that people have become desensitised to graphic road safety ads. 
As listeners, we have started to turn off and tune out. So these ads for New Zealand Transport Agency, Northland, required a creative solution to reach listeners. 
Designed to use the two most powerful elements of radio; theatre of the mind and storytelling, these SFX based ads were designed to draw in the listener with proactive listening bringing a more engaged approach to the telling of the road safety story.
These ads have been shortlisted in the New Zealand Radio Awards, 2021.

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