The Department for Transport wanted to directly reach 7-11 year olds with information to help keep them safe when walking and cycling. The campaign was launched because although Britain has some of the safest roads in the world, children are still vulnerable road users. In fact, figures show that last year alone, over 6,500 children aged 7-11 were killed or injured on Britain's roads.

The campaign needed to deliver against clear targets cost efficiently. It needed to achieve real stand-out. Ensuring that the audience listened to and understood the importance of road safety and where necessary adapted their habits when walking and cycling near busy roads. The Client needed to communicate a lot of information in a relevant and engaging way. They wanted to prompt discussion between pupils, their peers, parents and teachers as well as encourage their audience to explore Road Safety further by visiting their website.

The Department for Transport used branded school exercise books which incorporated a range of activities to help engage Key Stage 2 pupils. The School Books were used for up to 8 weeks during lesson time as well as treat time, wet weather play and as a take-home. The School Books were complimented with high quality and free resources for both teachers and pupils on JazzyMedia's award winning Primary school website www.squizzes.com. Resources included Lesson Plans, video content, facts around road safety, activities and a nationwide competition with great class prizes.

One week into the campaign, JazzyMedia conducted research with 216 pupils aged 7 - 11 years in 5 Primary school nationwide. The results were fantastic! - 98% recalled the communication - 96% were more careful about crossing the road after they had read the book - 91% spoke to their parents, siblings, friends and/or teacher about the books or road safety in general - 67% had already visited or planned to visit the Department for Transport's Road Safety website.

Our Client was delighted with the research findings as it proved that they had effectively and efficiently reached their target audience. We were also inundated with positive feedback from Head Teachers and teachers: "As always the children are really pleased to receive the School Books and they like the road safety poem. They use them in a number of ways; as journals of their own, for wet-play doodles and some use them as rough books. Most children keep them in their book bag until they are used up." (Whitefriars Junior School).