TfL targets teenagers in road-safety ads by M&C Saatchi

M&C Saatchi is launching a £1.25 million campaign for Transport for London, promoting road safety among teenagers in London.

Teenagers are the most vulnerable pedestrian group with statistics showing that two are killed in London every day. The new ads, to be aired on TV, cinema and radio, are part of long-term government activity to make London teenagers aware of the dangers.

Media, planned and bought by PHD, will see a 40-second TV and cinema ad breaking on 30 April across London ITV, Channel 4 and five.

The ad features a fictional celebrity, Sarah Rivers, who throws open her door and, in docu-soap style, takes viewers around her glamorous Los Angeles home. As she steps outside to show viewers her pool, the scene cuts to a flashback of her stepping in front of a car and being knocked over as a teenager.

As the backing music turns to silence, the strapline reads: "Don't die before you've lived" followed by: "Two teenagers are killed crossing London roads every day."

Two radio executions follow the same theme of teenagers' lost potential following their death on London's roads. One features a could-have-been footballer and another a singer.

Moray MacLennan, the chief executive at M&C Saatchi, said: "It's notoriously difficult to engage a teenage audience effectively, particularly with instructional communication. What makes this work powerfully is a clear message, delivered in the teenage vernacular."

The ads were written and art directed by Kit Dayaram and Tom Spicer. The television execution was directed by Daniel Kleinman through Large Corp.