Hector's giving kids a lesson in road safety and literacy

23rd November 2008

VCCP's 2008 campaign for Texaco's Hector combines literacy and road safety, with a series of interactive, educational lesson plans for schools.

The mantra of the Hector campaign has always been 'education through engagement'. In the past we have created children books and five short animated films with Aardman Animations. This year we're taking it on a level. We've been working alongside teachers and educational experts to produce a series of lessons that not only carry our road safety messages, but also fit within the National Curriculums literacy program. They are aimed at 7-11 year olds (in particular key stage 2 level 4) but can benefit younger and older children too.

The lesson plans have been created to work on the latest interactive white board technology. They're fun and interactive, and a great way to encourage children to learn about road safety.

The Hector campaign was also promote through outdoor, digital and PR activity:

Outdoor:

This year, as well as the usual fantastic outdoor work we're giving away FREE Hector reflective macs – we call them ghost gowns. They're brilliantly bright and help highlight one of the five road safety rules 'Be seen, be safe'. We're sure children aged between six and ten years old will want to get their hands on one. This year we're also giving away reflective stickers. There are five to collect and they glow in the dark. Children can stick them on their school bags or bike helmets to help drivers see them on their way to school in the morning. The gowns and the stickers are being distributed through all 1,100 service stations nationwide.

Website:

We have also updated Hectorshome.com. It now has a brand new area containing Hector's school, which is called St.Oddballs. There are three new zones, one for teachers to access the lesson plans, one for the parents to find out more, and of course, one for children to watch the animations and have some fun too.

PR:

Hector's now got his own road show too. Last week, in the build up to Road Safety Week, Hector (real life costume) and Good Relations went on a tour of 10 primary schools across the country to teach kids about the importance of rad safety and to give them some fantastic treats to help them be safe on the roads this winter.

"At the heart of the hector campaign lies a simple idea; education through engagement. Each year we've delivered a new an innovative approach to engage kids and this year is no different. By creating literacy based interactive lesson plans we've once again been able to communicate serious safety messages in a fun and imaginative way that teachers can use."

Jon Boardman, Head of Account Management, VCCP