Child Road Safety: For the Sake of the Children

Sally Ford-Hutchinson

1991-3 campaign for the Department of Transport to reduce road accidents involving child pedestrians.
Agency: D'Arcy Macmanus Benton & BowlesAuthor: Sally Ford-Hutchinson

Child Road Safety

For the Sake of the Children

SUMMARY

This case history demonstrates how advertising can be used to effect a very positive behavioural change. DMB&B developed for the Department of Transport and the Central Office of Information an advertising campaign to help reduce road accidents injuring child pedestrians. This campaign worked alongside another DMB&B campaign on child road safety sponsored by Texaco.

Changing attitudes towards driving and road safety issues usually takes a long time. The main ambition with this advertising was to encourage drivers to slow...

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