Car insurance company Churchill has revealed its latest brand activation campaign to help bring lollipop men and women back to the streets of Britain, partnering with Channel 4 and Peep Show’s Robert Webb, Bauer Media, Mumsnet and PTA UK to maximise its reach.
The campaign launches with a partnership with Channel 4 in a TV ad featuring Webb. The spot, created by WCRS, introduces The Churchill Lollipopper Fund, which will recruit and fund at least 50 new lollipoppers.
Since 2000, the number of lollipop men and women in the UK has significantly fallen due to legislation stating that lollipoppers were no longer a legal requirement for schools.
The ad delivers a call to action for parents and children throughout the UK to put their school forward to receive the funding via a dedicated landing page.
Lucy Brooksbank, head of marketing at Churchill, said: “It is important we a play a real and valuable role in people’s lives; we want their best interests to be at the heart of everything we do, so they’re able to live their lives worry free. These values are at the core of our Lollipoppers initiative.
“By funding more lollipoppers we’re celebrating an undervalued member of our community who makes our roads safer and looks out for our children. It’s a campaign that’s proactive and progressive within the insurance sector and we’re proud to be championing the amazing job that Lollipoppers do”.
MediaCom handled the media buying and planning for the campaign, choosing Mumsnet, PTA UK and Bauer Media as partners to “maximise possible impact, credibility and resonance” with the Churchill audience.
Mumsnet will create a ‘school gate’ content area for Churchill Lollipoppers to engage with its 7.7 million monthly users.
A partnership with the road safety charity Brake, and PTA UK, will provide a direct gateway into the PTAs 14,000 schools, further engaging core campaign audiences.
The initial nationwide Channel 4 launch will also be supported by a partnership with Bauer, providing an opportunity for local presenters to talk directly to local communities to get them behind the campaign.
Simon Kilby, group commercial director at Bauer, said: "The Churchill Lollipoppers Fund is a community-driven initiative and we’ve matched the need to target adults on the school run across our local radio stations BCN1 and BCN2, as well as running the campaign across one of our flagship national brands, Magic Radio.
"The partnership is a prime example of how a brand can use targeted radio outlets to reach their core audiences at optimal times to enhance engagement with a particular cause."