Children targeted by Iris for autumn road safety push

by Joe Lepper, Brand Republic 27-Oct-06, 07:00

LONDON - Iris is coordinating a government campaign involving a raft of high street brands to promote road safety messages to children as the clocks go back.

As the nights draw in the campaign, called "Be safe be seen" urges children to ensure they are wearing reflective clothing and involves firms including Nationwide, Whitbread, Millets and Little Chef to target them directly.

Activity includes promotional books being handed out to children at Whitbread's Brewer's Fayre restaurants, and at Little Chef restaurants children will be targeted through activity placemats and given free reflective arm bands.

The campaign will feature an animated character, called Spike the Hedgehog, wearing reflective gear, and also involved is GCap's Fun Radio station, which is hosting a road safety week.

Nicola Nimmo, Iris senior account manager, said: "With the clocks going back and the darker evenings and mornings, it is a crucial time to be encouraging children to wear florescent and reflective clothing.

"By working with influential brand partners, who access children and parents together we are able to get across our message in a wealth of relevant environments and in a way that engages and informs."

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