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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