There’s a huge problem in NZ with young males who find it difficult to tell their friends not to drink then drive. We wanted to give them a way to intervene anonymously and avoid awkward confrontation. So we encouraged guys to text their mates phone number to a short code, which in turn sent a pre-recorded sober driving message from the ‘Bloody Legends’ to their mates phone warning of the dire consequences of drinking and driving.


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

NZ Transport Agency

Bloody Legends

NZ Transport Agency