Junior Road Safety Campaign

The Challenge:

To create a campaign engaging year 5/6 school children to help foster road safe behaviour within schools and the local community.

The Diagnosis:

We wanted to empower the children, to make them feel like they were changing their behaviour on their own accord. Therefore, rather than adults dictating messages to the children, we wanted the children to discover the messages themselves. And where possible, for the children to help shape and deliver the communications. 

The Creative Solution:

We created a set of 4 cartoon JRSO characters, to which children could identify with. Selected children could themselves become JRSO’s for their school and initiate and lead on various road safety campaigns. We equipped them with a pack that included road safety information and resources as well as a campaign planner for the year.

The Results:

Adopted by over 18 London boroughs and 200 schools, the JRSO campaign has received The Prince Michael of Kent International Road Safety Award, but more importantly is helping TfL achieve their target of 60% reduction in the number of children killed or seriously injured on London roads.