Young men in NZ find it difficult to tell their friends not to drink then drive home. We wanted to give them a way to intervene anonymously and any avoid awkward confrontation. So we encouraged them to text their mate's mobile number to a short code, which in turn sent a pre-recorded sober driving message from the ‘Bloody Legends’ to their mate's phone warning of the dire consequences of drinking and driving in a serious but light-hearted way.


Posters and coasters were places in and around pubs. Listen to the messages…

NZ Transport Agency

Bloody Legends

NZ Transport Agency