The NZ Transport Agency briefed us to create an engaging way for them to have conversations about road safety with people visiting National Fieldays, a major event on the rural calendar held each year in the Waikato.
Rural New Zealanders have strong views about road safety and have a strong sense of ownership of ‘their roads’, which can make it challenging to get them onside with government safety initiatives. With Fieldays attracting more than 120,000 people, it was the perfect place to engage with this diverse community.
Our goal was simply for people to walk away having learnt something about road safety that they didn’t know before. We needed a non-confrontational way to start conversations, draw people in and grab their attention, even if just for a short time.
The concept was simple – ‘a day at the fair’. We wanted people to get actively involved with our stand, rather than passively being fed road safety information. We used fairground entertainers to pull in the crowds to play our giant ‘Get Home Safe’ game.
The game consisted of large game pieces including dice and road cones and players could move forward by correctly answering questions on road safety.
A large spin-the-wheel gave players free turns, interesting facts and
The game was a fun, non-threatening way to have conversations about
keeping safe on country roads.
We had over 2,500 people through the stand, awarded 3,000 chocolate fish and had hundreds of in-depth conversations with people from all over the country.
Fieldays opened at 8.00am on Wednesday 12th June but we had our first players at 7.00am (an hour before the show started). From that moment on, the crowds only grew. Over the four days that Fieldays ran, we had every kind of Kiwi come through the marquee. From relieved parents with bored children, groups of teenagers and the retired to the ‘raring to go’ made an appearance, we even had a few radio hosts pop in.
The game not only allowed conversations to happen between Transport Agency staff and participants, but also prompted conversations between players and on-lookers – including a mother/daughter conversation prepping for an upcoming drivers licence test.
The game was a huge success that gained media coverage (radio hosts played the game), a positive review from the New Zealand Transport Agency and brought in twice the number of visitors than the previous year.