Explore Safe — Helping kiwis stay prepared, saving lives before they’re at risk.

Every summer, thousands of New Zealanders take the opportunity to enjoy the outdoors, and every summer, hundreds of Land Search and Rescue volunteers are called out to save them.

The old adage holds true: An ounce of prevention is worth a pound of cure. Land Search and Rescue wanted to educate kiwis about the Land Safety Code, a simple set of rules that can prevent thousands of accidents, and save hundreds of lives.

The problem was people don't care much about safety, until they're in danger. It's always easiest to spot a mistake after you've made it.

How do you get people to pay attention when they only notice, or care, once something has gone wrong?

Across billboards, social media, and newspapers, we released a slew of 'unfinished' ads. Beautiful New Zealand views, decapitated by printing errors and broken billboards — catching the eyes of thousands of kiwis, and making it easy to see where a lack of preparation takes you: nowhere.

All with the core message underneath: Nothing ruins the view like needing a rescue.

On social media, this led to a 355% increase in views, targeting those most likely to explore outdoors. The average daily views for Land Search and Rescue went up by over 500%, with 20,000 views every day during the campaign.

• +732% increase in Page & Profile impressions (750k to 6.2 million)
• +218% increase in Organic Page Views (470k to 1.5 million)
• +441% increase in Organic Post Views (241k to 1.3 million)
• +72% increase in overall engagement (62k to 108k)