The Week: DfT to launch surrealist campaigns for child road safety

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; Alfie, Emily and Isaac, who all have their own "tale of the road" to share in three 30-second ads that break on 17 November. The ads draw on the animation of the pop surrealist artists Mark Ryden and Camille Rose Garcia and were written by Christopher Birch and art directed by Caroline Rawlings.

The first execution in the series stars Alfie, 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 Nutty the Squirrel, The Green Cross Code Man and, recently, a family of hedgehogs. To view the ad, go to www.brandrepublic.com/campaign/roadsafety.

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