Auckland Transport Invests $147,000 in Social Influencers to Promote Sustainable Transport
Auckland Transport Invests $147,000 in Social Influencers to Promote Sustainable Transport
Auckland Transport (AT), the council-controlled organization responsible for managing transport services in the region, has spent $147,765 over the past 12 months to engage social influencers in a campaign aimed at promoting alternative modes of transport. The initiative, which ran from May 2024 to May 2025, involved 10 public figures from diverse industries, including musicians, comedians, chefs, and content creators.
The goal of the campaign was to shift public behavior by encouraging residents to consider walking, cycling, and public transport as viable alternatives to car use. AT described the influencers as part of a broader communication strategy to address Auckland’s growing congestion challenges and to increase public transport patronage.
Among the influencers involved were well-known personalities such as radio hosts Tegan Yorwarth, Sin Howard, Jordan Vaha’Akolo, Sam Wallace, and Azura Lane. Comedian Chris Parker created a viral video urging people to walk instead of driving for short errands, while musician Taylor Roche, chef Sam Low, and content creators Elvis Lopeti and Hannah Koumakis also contributed to the campaign through their social media platforms.
However, the campaign has not been without criticism. The Auckland Ratepayers’ Alliance has raised concerns about the use of public funds to influence behavior, calling it a form of social conditioning. Sam Warren, a spokesperson for the alliance, argued that AT should focus on improving road infrastructure rather than relying on social media campaigns.
“This obsession with engineering the public’s behavior is as silly as it is expensive,” Warren said. “The answer is to focus on the basics well, provide excellent service, and let Aucklanders choose what’s best for them.”
In response, an AT spokesperson emphasized the organization’s commitment to using ratepayers’ money responsibly and ensuring that communication strategies deliver value. “Research shows us that our customers want to hear from real people they can trust and want to be like, not just from AT,” the spokesperson said.
The campaign is part of broader reforms being led by Auckland Mayor Wayne Brown, who has been working to centralize the functions of council-controlled organizations under the Auckland Council. Last December, Brown and Transport Minister Simeon Brown jointly announced plans to return transport strategy, policy, and planning powers to the council, citing concerns about the current governance model.
According to the council’s 2024 annual report, only 29% of Aucklanders felt that AT listened to and responded to their transport needs and expectations. The minister acknowledged this as a significant issue, stating that the current model was failing to meet the expectations of both the government and the public.
“By returning decision-making power to elected representatives, we are enabling Aucklanders to directly influence the transport policies that affect their daily lives,” the minister said.
As the debate over the effectiveness of social media campaigns in shaping public behavior continues, the outcome of these reforms will be closely watched by residents, ratepayers, and transport experts alike.
