Sky Media and Churchil have announced a campaign titled ‘Stay safe with PAW Patrol: Mission Road Ready’, to promote road safety with Nickelodeon. Featuring characters from the popular children’s TV show PAW Patrol, the campaign aims to entertain and educate UK families about the importance of road safety essentials.

Developed in partnership with MediaCom, the campaign launches in October and highlights the importance of being safe on the roads, particularly during the winter months. The bespoke AFP (Ad Funded Programme) music video content is sponsored by Churchill and will broadcast across Nick Jr. and be available on a bespoke online hub, featuring assets from Premier Education’s Game of Actual Life that is being rolled out in schools as part of the campaign.

Analysis by Churchill Car Insurance reveals there are around 23 injuries every week involving under 18s within 20 MPH zones, according to the most recently available data. The campaign aims to make the streets safer for all users by educating motorists, parents and children alike about road safety. The partnership, spearheaded by MediaCom’s Creative Systems division, includes a full day of Premier Education’s Game of Actual Life; the initiative also supports mental wellbeing and aims to prepare children for their transition to Secondary school including educating children further on safety around roads.

Nickelodeon will create a series of three-minute music videos featuring the PAW Patrol Pups. The three videos will cover all aspects of road safety from crossing roads to being visible on the street, with Chase and the PAW Patrol Pups giving tips along the way. As part of the campaign, Nickelodeon and Churchill have launched a co-branded hub as a resource destination for parents, including a road safety quiz and  activities for kids. The online hub will be further promoted across the Nick Jr. social platforms.

“Road safety is an absolute priority for our business, and this is a great opportunity to help make a difference by educating children and reassuring parents,” said Kirsty Hoad, Head of Marketing for Churchill. “We hope by using the popular PAW Patrol characters and the Game of Actual Life we will inject some fun, but more importantly give memorable messages that children will carry with them as they are out and about and ultimately keep them safe.”