Transport for London - The story of Sarah Rivers: how TfL created the biggest pop star you’ve never heard of

This Transport for London campaign aimed to alert teenagers to the danger of road accidents. Teenagers are over-confident and do not respond to instructions, and they are therefore the most vulnerable age group.
Agency: M&C SaatchiAuthor: Verra Budimlija

Transport for London – The story of Sarah Rivers: how TfL created the biggest pop star you've never heard of

Verra Budimlija

It is obvious, and perhaps not that insightful, to observe that communicating to teens is difficult. They don't think you have anything to tell them they don't already know, or much that will be of any interest. Messages from authority in particular are either dull, irrelevant or both.


Thankfully, the past few years have seen a consistent decline in the number of fatalities from accidents on London's roads....

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