Creative Concept / Copywriter

Mixed Meds—
Waka Kotahi NZ Transport Agency

No repeats: the meds that can hurt, not heal—

78% of New Zealand drivers who die in drug-related crashes don’t have just one substance in their system. They have a combination. Often prescription medication is one of them. These drivers are Mixed Driving.

This impairment is introduced with an unsettling line of Mixed Meds: a range of mixed substances commonly found in deceased drivers. Making the unseen causes of harm on our roads visible and visceral.

The range gained attention from medical professionals, drivers on medication and Police. Mixed Driving has now been established as a new state of impairment, building public support for the introduction of roadside testing of 20 legal drugs in 2023.

  • Best Awards:        
    Purple Pin    
    3x Gold Pins
    1x Silver Pin

    Axis:        
    3x Gold
    8x Silver
    2x Bronze

    Lürzer’s Archive:        
    In-magazine pick— Vol. 2-22

    Cannes:        
    1x Shortlist

    BestAds:                      
    Pick of the Week— Print
    Pick of the Week— Interactive

"The level of craft and art direction on a complex topic will help save lives with this highly original design solution. It preempts a larger issue looming for Aotearoa inventing a new language and narrative in an unexpected way."

Best Awards Judges—

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The Mixed Meds were designed with the help of pharmacists. Every detail was designed to create a sense of unease and provoke discussion; from a car crash of fused pills to a pill container-inspired bong—

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The @MixedDriving cabinet on Instagram let people explore each mix, and learn about their risks—

Medical Experts and Emergency Responders became the voices of the campaign, unboxing the Mixed Meds live on camera—

Mixed Driving has now been established as a new state of impairment in Aotearoa, building public support for the introduction of roadside testing of 20 legal drugs in 2023—

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