The Campaign

Every year, over 260,000 children are killed by traffic accidents in our world，and more than 10,000,000 children suffer nonfatal injury in those accidents each year. Many families feel grief-stricken. Our society should notice the importance of children's sense of security. We set zebra crossings, speed lines and other figures, which can illustrate that children always ignore the risk of traffic and treat the dangerous road as the safest place to play in. It should call the attention of parents and schools to children nurturing. The “On the Road, Play or Die” program began in the Guangzhou Huangpu Tongren Primary School, 16 allied schools of which initiatively joined our campaign to reinforce the students' traffic safety education.

The Brief

Our society should notice the importance of children's sense of security.The target audiences are the parents.

Results

Parents began to notice the students' traffic safety and over 130,000 students benefited from the campaign, which made children's traffic accidents decrease 80%.

Execution

The “On the Road, Play or Die” program began in the Guangzhou Huangpu Tongren Primary School, 16 allied schools of which initiatively joined our campaign to reinforce the students' traffic safety education.

The Situation

Every year, over 260,000 children are killed by traffic accidents in our world，and more than 10,000,000 children suffer nonfatal injury in those accidents each year. Many families feel grief-stricken.

The Strategy

We set zebra crossings, speed lines and other figures, which can illustrate that children always ignore the risk of traffic and treat the dangerous road as the safest place to play in. It should call the attention of parents and schools to children nurturing.