Think! Education

Activity 3: TV campaign


40-50 minutes


The Department for Transport’s THINK! Road Safety website has a collection of road safety media - new window which can be shown to the children.

There are videos, audio and posters relating to different aspects of road safety, all with dates. These past campaigns can be analysed through discussion or using the TV Campaign: Did it work? activity sheet.

It will be more useful in terms of reinforcing messages about road safety for this age group if you choose campaigns looking at issues such as pedestrian safety and cycle safety, rather than more adult campaigns such as drink driving. Some of the adult campaigns may be unsuitable for a young audience, so you should look at these before showing them to the children.

You might want to compare the new Tales of the Road adverts with the older Hedgehogs campaign.

If you have time, you could look additionally at older campaigns, or campaigns aimed at a different audience:

  • You can find old adverts online
  • If you have an older group, you could consider looking at one aimed at teenagers, such as the hard-hitting Camera Phone advert.

You should view this before sharing it with the children to assess its suitability for your class, as this will not be suitable for younger or more sensitive groups.

Questions to ask include:

  • Are they effective?
  • Why?
  • Which is the best and why?
  • What messages are they communicating?
  • (In the case of the older adverts) are they dated?

A good question to consider is whether a ‘shock horror’ approach works better than a simple positive message focusing on skills.

Pupils can then be told that they are working for an advertising agency and challenged to create their own brief TV advert with a message relating to pedestrian safety (such as ‘Be Bright, Be Seen’). Video cameras or digital cameras (video mode) can be used to record the ads which could be played to the class on an interactive whiteboard and voted on to find the most effective.

If no camera is available, pupils could produce a story board and act out their adverts, or produce posters.