New Zealand Transport AgencyThe Unsell
Seeing unsafe cars through the eyes of those who know.
The most vulnerable drivers – teens, just learning – are often put in the most vulnerable cars.
Parents want to protect their kids however they can. So we needed to show them that the safest car they could offer was the best option for their teen on the road.
Some parents have witnessed the worst outcomes for young drivers in unsafe cars – those parents who are also first responders, medical experts or towies. These are the parents who know to choose safe cars for their own teens.
So these experts became advocates for other young drivers in a car yard where the ‘salespeople’ are out to unsell, using their graphic knowledge of crashes to open the eyes of parents and young drivers.
“For young drivers, a car’s Star Safety Rating is life or death.”
– Paramedic and Mum, Lisa
Restricted drivers are seven times more likely to die in a car crash than any other time in their lives. So why put new drivers in unsafe cars?
To get through to parents, we sought the help of parents who have seen first-hand, what an unsafe car can do, to great effect.