Churchill
Promoting safer road habits for children through behavioural insights.
Background
Churchill aimed to address the increasing danger of mobile phone use among children on school journeys. With approximately 1,200 children injured annually within 500 metres of schools, the project sought to highlight this issue and propose future solutions.
Our approach
Our research showed one in five students experienced or saw near-miss collisions due to phone distractions. Behavioural scientists observed 10% of children crossing roads outside school were distracted by their phones, highlighting the need for increased awareness and safer practices on school journeys.
What we did
We collaborated with clinical psychologist Dr Jessamy Hibberd to create tips and AI images illustrating safer road designs. Partnering with UK schools, we shared research to highlight the dangers of phone distractions and promote safer practices on school journeys.
Impact & Results
We secured over 250 pieces of coverage across broadcast, print, and online, driving attention to this important topic. Engaged multiple schools on the issue, sharing research findings to help them revamp procedures to keep school children safe around roads outside school.
'Working with Boldspace on the Screen Down, Eyes Up campaign was seamless. Their strategic approach and creative execution exceeded expectations, securing extensive media coverage and reaching new audiences. Thank you for your hard work; the results speak for themselves. We look forward to future collaborations!'
Hayley Saunders
Churchill PR Lead, Direct Line Group