Kids in the Car

This campaign focuses on the influence parents’ driving can have on their children’s safety when they become drivers themselves.

Described as “a first of its kind anywhere in the world”, the campaign is based on the premise that every time parents get behind the wheel with their children in the car, they’re giving them a lesson which could save their lives in the future.

The campaign draws on early years and road safety research which demonstrates that children’s future prospects are influenced to a large extent by their parents’ and carers’ behaviour from a very young age. This extends to all areas of life, including driving. Parents are already very aware that they are role models to their children, but this does not always include their vital role in road safety.

In pre-campaign research, conducted by YouGov, 36% of those surveyed felt children only start to take notice and pay attention to driving between the age of 9 to 16 – a number of research sources show this to be much younger.

The social marketing campaign includes television, cinema, radio and online advertising and social media and PR. The campaign is further supported by a wide range of partners across, amongst others, education, road safety, retail and automotive sectors. A roadshow will also tour the country throughout August 2013 to engage directly with parents and offer additional information and advice.