The Advertising Brief/advertising Approval Application Forms (Page 2 of 4) in pdf

Page 4

State the objectives you aim to achieve with the proposed campaign. They should

Advertising objectives

have distinct goals, such as:

•

to increase awareness of the dangers of driving over the speed limit in urban

areas

•

to increase awareness around the dangers of running red lights

•

to increase the intolerance of drink-driving in rural areas.

Advertising alone is unlikely to change behaviour. However, raising awareness or

changing attitudes to road safety issues may contribute to positive behaviour change

and may help achieve road safety outcomes. The advertising initiative should aim to

contribute to the NZTA’s long-term road safety outcomes.

State the key messages you want your audience to take out of your advertising. Key

Key messages

messages aren’t explicitly stated in advertising – they’re not the taglines. They’re the

internal thoughts that the target audience should think when they look at/engage

with your advertising campaign.

Be clear about your key messages. When these are clear, they help guide the

development of the creative concepts and ultimately improve on the delivery of the

advertising objectives.

Examples of recent key messages for the national drink-driving campaign are:

•

If I drink and drive, I put myself and my mates at risk.

Speak up when a friend is going to drive drunk.

•

Regardless of my own behaviour and how tricky it might feel, if someone I

care about drinks and drives, I need to do something.

State the tagline you’ll be using in your campaign. Taglines should be a call to

Taglines

action where possible, ie instructional. They’re the last message you want your

audience to take out of your advertising. They should be consistent across all

mediums (outdoor, print, radio, online, ambient, etc), eg Stop a mate driving

drunk, Bloody legend. If your taglines are inconsistent, you could confuse your

target audience with multiple messages. This would reduce the impact of your

campaign.

It’s beneficial to use existing taglines from the national road safety advertising

campaign for relevant regional campaigns where possible, eg The faster you go,

the bigger the mess. This is because you can benefit from their established

awareness. Target audiences will absorb an established message easier than a

new one. However, it may not always be appropriate.

The creative idea or concept is what the advertising will actually look or sound

Creative ideas and

like when it’s produced. Some examples are a photo of a crashed car or a script

concepts

for a radio ad that the campaign will use to get its message across. It’s important

that the concept supports the key messages that your campaign intends to

deliver.

Describe the concept/s intended for your campaign in this section of the creative

brief. If you have a draft concept or script, attach them to the form too. However,

you may not have a creative idea or concept at this stage.

We recommend that you work closely with the NZTA’s National Office

advertising team early on when developing your concepts. They’ll give you advice

NZ Transport Agency Advertising guide July 2012

The Advertising Brief/advertising Approval Application Forms Page 2

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