Good Relations Consumer has been appointed by Texaco, the UK’s largest branded network of independently owned service stations, to launch a new Corporate Responsibility Scheme in an effort to teach children aged 6 and 10 years road safety lessons.
Launching as part of Texaco’s we.o.u loyalty card, the scheme features five children’s books which follow the vivid imagination of a boy named Hector and his discovery of road safety messages.
The books, which will be available free of charge at Texaco’s network of 1,150+ retail sites from the beginning of November feature Hector’s journey to understanding five rules concerning road safety. These include: the importance of using a seat belt, safe cycling, being seen, the rules of the road and crossing the road safely.
The project will comprise of creating news hooks and talking points around where responsibility lies in teaching road safety with media. The campaign also plans to build word of mouth with parenting groups.
The books, created by advertising agency, VCCP, aim to build an emotional connection between Texaco and its customers as part of its customer loyalty scheme, we.o.u. Illustrated by Tom Percival and written by Natalie Herbert and Tristan Poulter, over 350,000 copies of each book will be available at Texaco service stations free of charge over a six-week period. The campaign will also be supported by point of sale materials and an interactive micro site www.hectorsroom.com. Each book will include a reflective sticker that children can attach to their school bag, and the first book will also include a glow wrist band to act as a constant reminder to road safety messages.
Cathy Cooper, General Manager Area Marketing Support Europe for Texaco said, “Texaco wanted to share the responsibility for making the roads a safer place for young children. Whilst providing entertainment through a series of highly visual books, which we hope children will be keen to collect, we also want to communicate some serious road safety messages that will be remembered for life.”
The books were compiled with advice from the Department for Transport. Dr Stephen Ladyman, Minister of State for Transport, said, "It’s important to encourage good road skills from an early age. These books present road safety messages in a fun and creative way and I hope they’ll help children think about potential dangers when they’re out on their own.”
