The Taxpayers’ Union can reveal that the New Zealand Transport Authority's 'Drive Social' campaign cost taxpayers $1,492,395 on advertising, $985,019 on communications and advertising consultancy fees and $301,872 in other related costs. This website alone cost $186,142.
The 'Drive Social' campaign was organised by NZTA to educate road-users that they “share the road with other drivers” and instructs them to “be considerate” (we're not making this up!).
We think that the funds for these sort of self-evident campaigns would be better spent on improving roads or preventing drink driving. The Taxpayers’ Union asked the NZTA to provide cost-benefit analysis of the campaign. Instead, it could only provide us the costs to the taxpayer and ‘media monitoring’ reports.
We can all support advertising efforts to reduce the road toll, but here is an agency spending nearly three million dollars to tell drivers that there are other drivers on the road. It’s bureaucrats spending our money to treat us like children.
Complete with a condescending tone and nursery rhyme-like music the ‘Drive Social’ website would insult the intelligence of most drivers. Judge for yourself at www.drivesocial.co.nz.
Here is an example of one of the campaign billboards: