Cannes Lions

ROAD SAFETY

M&C SAATCHI, London / TRANSPORT FOR LONDON / 2012

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Every week, a teenager is killed or seriously injured on London’s roads. Research has proven that the vast majority of these accidents happen because teenagers are pre-occupied with whatever’s happening in their life ‘right now’, like running for a bus, listening to music or reading a text.

This campaign aims to change the behaviour of teenagers at the roadside, encouraging them to stop and think before crossing the road.

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