DfT to launch surrealist campaigns for child road safety

LONDON - The Department for Transport has moved away from the cuddly characters favoured in its children's road safety campaigns in favour of a hard-hitting new push that focuses on how road injuries can impact on children's lives.

The campaign, created by Leo Burnett, introduces three animated characters, who all have their own "tale of the road" to share in three 40-second ads that break on 17 November.

The Boy Who Didn’t Stop, Look & Listen (above) is the first TV ad in the campaign.

Two others are being created, called, The Girl Who Did Not Dress Bright in The Dark and The Boy Who Didn’t Find a Safe Place to Cross.

The ads were directed by Smith and Foulkes through Nexus Productions and were written by Christopher Birch and art directed by Caroline Rawlings.

The first execution in the series stars a boy who can no longer play football because he didn't look when crossing the road and broke his leg.

Previous child road safety ads have featured Tufty the Squirrel, The Green Cross Code Man and, recently, a family of hedgehogs.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).