Churchill: Lollipopper

This case study shows how Churchill, an insurance brand, transformed itself into a social crusader with a campaign that aimed to improve road safety by bringing the lollipop lady back to the UK streets.

Executive summary

This is the story of how a household insurer transformed itself into a social crusader, forming a campaign that aimed to improve road safety by bringing the once-ubiquitous lollipop lady back to our communities.

While the number of 'lollipoppers' on the street has been steadily diminishing, our research found that 65% of child pedestrian casualties occur during the school run. Embarking upon a multi-channel campaign that would be the first of its kind for the business, we promised to provide financial support for up to 50 new lollipoppers for a year from September-2016. A central website-based hub was...

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