The Texaco brand is launching its 2009 national children’s road safety campaign this November. The campaign has been devised by advertising agency VCCP and Good Relations.
The integrated campaign, featuring Texaco’s road safety character Hector, combines PR, outdoor, point of sale, education and digital activity. Its objective is to teach children aged between six and ten key road safety messages in a fun and engaging way.
Activity goes live from the beginning of November and will see road safety themed lollipops and reflective stickers given away free at participating Texaco service stations.
The free merchandise is being supported by: a national tour of primary schools around National Road Safety Week, which offer free road safety lessons and road safety packs to year 4 children; a media relations campaign targeting parents and teachers; and the re-release of road safety themed interactive lesson plans for primary school teachers.
Commenting on the campaign, Adrian Chitty at Good Relations said:
“At the heart of the Hector road safety campaign lies a simple idea; education through engagement. Each year we’ve worked with VCCP to deliver a new and innovative approach to engage kids and this year is no different.
Children’s road safety remains an important issue and we hope that this year’s campaign goes some way towards helping this generation of children stay safe and seen during the dark winter months.”
ENDS
For further information or high resolution photography please contact Adrian Chitty at Good Relations on 0207 861 3190 or achitty@goodrelations.co.uk
