Māngere Young Driver Project

Throughout New Zealand, drivers aged 16 to 24 without a valid drivers' licence are more likely to have a serious crash than licensed drivers. Learner drivers in South Auckland are at an even higher risk of having an accident, yet it is fairly common for young people in this community to drive a car without the right licence.

ACC and the NZ Transport Agency (NZTA) are leading a programme to make it easier for more young people to progress through the driver licensing system. As part of this work, ACC and NZTA have engaged innovate change and Curative to lead the development and implementation of a community-based social marketing programme in Māngere. This programme is working with the community to develop creative and innovative ways to encourage more young people to drive licensed.

Action and Impact
Our crew are working closely with community members in Māngere to design a relevant and effective social marketing programme. A crucial part of this work is developing a stronger understanding of our target audiences to make sure that whatever strategies and activities we design are relevant for them.

Once the social marketing plan has been co-designed, we will work with our friends at Curative to implement a range of marketing activities.

We will know we have been successful if the community in Māngere embraces this programme and young people and their families who live in Māngere are safer. The programme will begin to shift the norm around unlicensed driving and see more and more young Māngere people progressing through the graduated driver licensing system.