Churchill partners with Sky Media for PAW Patrol road safety campaign
UK - Sky Media and Churchill are partnering to launch ‘Stay safe with PAW Patrol: Mission Road Ready’, a new campaign to promote road safety with Nickelodeon. Featuring characters from Nickelodeon's beloved CG-animated preschool series PAW Patrol, the campaign aims to entertain and educate UK families about the importance of road safety essentials.
Developed in partnership with MediaCom, the campaign launches in October and highlights the importance of being safe on the roads, particularly during the winter months. The bespoke AFP (Ad Funded Programme) music video content is sponsored by Churchill and will broadcast across Nick Jr. and be available on a bespoke online hub, featuring assets from Premier Education’s Game of Actual Life that is being rolled out in schools as part of the campaign.
Analysis by Churchill Car Insurance reveals there are around 23 injuries every week involving under 18s within 20 MPH zones, according to the most recently available data. The campaign aims to make the streets safer for all users by educating motorists, parents and children alike about road safety. The partnership, spearheaded by MediaCom’s Creative Systems division, includes a full day of Premier Education’s Game of Actual Life; the initiative also supports mental wellbeing and aims to prepare children for their transition to Secondary school including educating children further on safety around roads.
Nickelodeon will create a series of three-minute music videos featuring the PAW Patrol Pups. The three videos will cover all aspects of road safety from crossing roads to being visible on the street, with Chase and the PAW Patrol Pups giving tips along the way. As part of the campaign, Nickelodeon and Churchill have launched a co-branded hub as a resource destination for parents, including a road safety quiz and activities for kids, as well as downloads and a competition where visitors have the chance to win amazing prizes, including a scooter, safety gear and lights, a Fitbit Ace 2 Kids activity tracker and more, just by answering, "Churchie is what type of animal?". The online hub will be further promoted across Nick Jr.'s social channels.
“Road safety is an absolute priority for our business, and this is a great opportunity to help make a difference by educating children and reassuring parents,” said Kirsty Hoad, Head of Marketing for Churchill. “We hope by using the popular PAW Patrol characters and the Game of Actual Life we will inject some fun, but more importantly give memorable messages that children will carry with them as they are out and about and ultimately keep them safe.”
From Education Technology:
Programme of shows and online resources to deliver road safety message to UK schools
The project – a collaboration between Sky, Premier Education, Nickelodeon, Churchill Motor Insurance, and more – seeks to highlight road safety issues to parents and pupils alike
A new commercial partnership between Sky Media, Premier Education, Nickelodeon, Churchill Motor Insurance, and more, is set to provide a suite of educational TV shows and online learning resources to drive home a message around road safety for UK school children and their families.
The initiative, named Stay Safe with PAW Patrol: Mission Road Ready, will use the familiar Nickelodeon brand to discuss road safety issues. Featuring characters from the popular TV show PAW Patrol, the campaign seeks to entertain, but above all educate families on how to stay safe outside.
Developed in partnership with MediaCom, the project launches this month (October ’21), shining a light on important road safety challenges as the dark winter months close in. The specially-tailored AFP (Ad Funded Programme) will use music video content sponsored exclusively by Churchill and broadcast across the Nick Jr. TV channel. It will also be available via a bespoke online hub, featuring assets from Premier Education’s Game of Actual Life that’s being rolled out across UK schools as part of the campaign.
Nickelodeon’s series of three-minute music videos will showcase the beloved PAW Patrol pups. Three separate videos will cover all aspects of road safety – from crossing roads to being visible on the street – with Chase and the other pups sharing useful tips along the way.
Sarah Jones, director of planning at Sky Media, commented: “Nickelodeon’s content and characters are loved by kids and trusted by parents. The partnership will give Churchill an entertaining, educational platform to drive greater awareness of road safety amongst young children.”
The resource-centric digital hub will be a great spot for parents and teachers, complete with entertaining content such as a road safety quiz and other interactive activities. This hub will also be promoted across the Nick Jr. social platforms.
Research by Churchill Car Insurance uncovered that there are around 23 injuries per week involving under 18s within 20MPH zones, according to the most recently-available data. The campaign intends to help make the streets safer for all users by educating motorists, parents and children around the challenges of road safety.
The project, spearheaded by MediaCom’s Creative Systems division, includes a full day of Premier Education’s Game of Actual Life, which strives to support mental wellbeing among young people, while simultaneously preparing young people for their transition to secondary education.
David Batch, CEO of Premier Education, said: “So many children and young people will benefit from the Game of Actual Life programme in local communities – and we are excited to support Churchill Insurance by delivering it. I would like to thank Churchill on behalf of all the schools involved and can’t wait to see the impact that increased road safety awareness has on the children and their families.”
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Originally published: October 02, 2021.
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