Don’t Jimi That

The Eastern Bay of Plenty, an area prominently featured on NZTA’s Communities at-risk register, faced significant road safety challenges. Previous analysis had revealed the ineffectiveness of existing messaging methods in reaching the most at-risk parts of the community, particularly young drivers, male Maori, and rural communities.

In a pioneering initiative that garnered industry acclaim, we partnered with the Programme to design and deliver the #Dontjimithat influencer campaign, with the primary objective being to enhance message penetration among notoriously hard-to-engage audiences in the Eastern Bay of Plenty – Māori and Young Drivers – improving road safety outcomes and addressing persistently high-risk factors.

Realising the programme’s brand was lacking in the required level of ‘skux’ (identified in our pre-development focus groups as the latest local word for ‘cool’) to be attractive to young driver audiences, we knew we needed to bring some much needed street cred to the project. The online influencer trend was in its infancy in Aotearoa, but we knew if we could help find the programme the right influencer, the potential for the campaign to be transformational was immense.

Our first task was to figure out how we were going to identify a suitable influencer. We developed the innovative R4 Influencer Selection model that articulated the four main attributes an influencer for the campaign should possess: Respected, Relatable, Reach, and Relevant. The campaign harnessed the power of a respected and relatable messenger, Jimi Jackson, a young New Zealand comedian and entertainer. Jimi’s massive social media following and strong connection with younger and Maori audiences proved instrumental in driving engagement and fostering behavior change.

Not long after the launch, the campaign caught the attention of Clemenger BBDO, the contracted creative agency for NZTA at the time. Impressed by its groundbreaking approach and monumental early impact, the globally renowned agency extended an invitation to collaborate with Mauriora and the Programme on an extension of the campaign, maintaining the theme of short ‘on-message’ road safety video clips featuring Jimi Jackson as the chosen influencer.

The #Dontjimithat campaign’s resounding success and subsequent recognition underline the importance of strategic communication, behavior change, and influencer marketing in achieving meaningful results. By embracing a fresh approach and effectively engaging hard-to-reach audiences, the Eastern Bay of Plenty Road Safety Programme set a new standard for community-centered communication. This exceptional campaign has left a lasting legacy, providing a solid foundation for future road safety initiatives and inspiring similar endeavors beyond the realm of road safety.

With meticulous project management and smart strategy, the #Dontjimithat campaign achieved remarkable outcomes. The Eastern Bay Road Safety Facebook page witnessed a staggering increase in likes, growing from 234 to over 800—a remarkable rise of 340%. The campaign’s video content reached over 3 million users, generating an impressive 8,213 shares and 80,567 likes. These results were a testament to the campaign’s ability to engage audiences, provoke discussions, and ultimately shift attitudes toward road safety.

The #Dontjimithat campaign’s resounding success and subsequent recognition underline the importance of strategic communication, behavior change, and influencer marketing in achieving meaningful results. By embracing a fresh approach and effectively engaging hard-to-reach audiences, the Eastern Bay of Plenty Road Safety Programme set a new standard for community-centered communication. This exceptional campaign has left a lasting legacy, providing a solid foundation for future road safety initiatives and inspiring similar endeavors beyond the realm of road safety.