Campaign for safer streets
Sustrans believe that every child has the right to walk, scoot or cycle to school – and we’re helping them to take this message to the UK government. The first step was to get the support of parents with school-aged children. Creative Concern held focus groups to find out what would motivate them to get involved. Fed up with campaigns that made them feel like bad parents or people, they said the most effective campaigns were direct, fun and empowering.
This led to the ‘Campaign for Safer Streets’ – a campaign with a serious message but a fun , eye-catching look and feel. Children sporting comedy glasses in the shape of feet, bikes and scooters appear alongside the line ‘we want to see a safer school run’. With materials designed to be shared online, downloaded and taken into their children’s schools, the campaign encouraged parents to take an active role and empowered them to become ambassadors for the cause.