Radio Legends is part of the 'Legend' campaign — an ongoing initiative that asks people to speak up when there friends and family choose to drink and drive.

We gave family and friends the tools to create their own, personalised drink driving message, because hearing a message from your loved ones is far more potent than hearing it from the government.

We gave family members a platform to speak up to their loved ones - national radio. They rang in and left a personal message. These were then broadcast.

We were inundated with hundreds of messages. We estimate that at least 1.3m people heard a spot, and of those that heard it, they would have heard it on average 6 times.

This campaign contributed to the New Zealand road toll for 2012 being the second lowest in 60 years. And ‘Deaths and serious injuries’ in 2012 (per 100,000 population) from alcohol-related crashes was at the lowest level since 2007.