Cannes Lions

CHILD ROAD SAFETY CAMPAIGN

DIGITAL OUTLOOK, London / DEPARTMENT FOR TRANSPORT / 2006

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SYNOPSISThe Department for Transport's THINK! hedgehogs campaign targets 7-10 year olds and is about teaching children basic road safety skills, including the Green Cross Code. The endline of the campaign is "Stop, Look, Listen, Live." For a walk-through of the creative execution, please visit:http://download.digital-outlook.com/awards/Hedgehogs_Creative_Walkthrough.doc OBJECTIVES-Extend the Hedgehogs brand by bringing the characters to life online-Contribute to reducing road deaths and serious injuries by 50% for children by the year 2010TARGET GROUP-7-11 year olds-Mums with kids 7-11 year old

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