Churchill
Promoting safer road habits for children through behavioural insights.
Background
Churchill aimed to address the increasing danger of mobile phone use among children on school journeys. With approximately 1,200 children injured annually within 500 metres of schools, the project sought to highlight this issue and propose future solutions.
Our approach
Our research showed one in five students experienced or saw near-miss collisions due to phone distractions. Behavioural scientists observed 10% of children crossing roads outside school were distracted by their phones, highlighting the need for increased awareness and safer practices on school journeys.
What we did
We launched Screen Down, Eyes Up to raise awareness of the growing number of secondary school students using phones while walking to and from school. With research revealing that one in five students had either been involved in or witnessed a near-miss collision, we combined national polling with observational studies across the UK and expert analysis from behavioural psychologist Dr Jessamy Hibberd.
Using the insight, we created AI imagery reimagining how roads could be designed to guide children’s eyes away from their screens and back to their surroundings. A first-run exclusive with PA Media helped turn the campaign into a real media moment, generating wide-scale attention and giving Churchill’s road-safety message strong national cut-through.
Impact & Results
We secured over 250 pieces of coverage across broadcast, print, and online, driving attention to this important topic. Engaged multiple schools on the issue, sharing research findings to help them revamp procedures to keep school children safe around roads outside school.
'Working with Boldspace on the Screen Down, Eyes Up campaign was seamless. Their strategic approach and creative execution exceeded expectations, securing extensive media coverage and reaching new audiences. Thank you for your hard work; the results speak for themselves. We look forward to future collaborations!'
Hayley Saunders
Churchill PR Lead, Direct Line Group