Churchill partners with Nickelodeon to ensure families are road ready
The PAW Patrol Pups will front the new commercial partnership between Churchill motor insurance and Sky Media to teach road safety essentials to families across the UK
Sky Media and Churchill have announced a brand-new partnership, 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 commercial campaign aims to entertain and, most importantly, educate UK families about the importance of road safety essentials.
The campaign, developed in partnership with media agency MediaCom, 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 exclusively 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 from Churchill 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 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 – all the while 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-rich destination for parents, complete with entertaining content including a road safety quiz and fun activities for kids. The online hub will be further promoted across the Nick Jr. social platforms.
Sarah Jones, Director of Planning at Sky Media, commented, “Nickelodeon’s content and characters are loved by kids and trusted by parents. This partnership will give Churchill an entertaining, educational platform to drive greater awareness of road safety amongst young children.”
Kirsty Hoad, Head of Marketing for Churchill, said, “Partnering with Sky Media on this campaign is extremely exciting for us. 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. 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.”
Mark Swift, SVP International AdSales, ViacomCBS Networks UK, added, “We’re thrilled to be partnering with Churchill and Sky Media to share such an important message with kids and families around the UK. The PAW Patrol pups are fan favourites and they will be a great help to educate kids while bringing in all the fun and entertainment that kids love.”
David Batch, CEO, Premier Education, said, “So many children and young families will benefit from the Game of Actual Life programme in local communities – and we are excited to support Churchill Insurance by delivering it. I would like to thank Churchill on behalf of all the schools involved and can’t wait to see the impact that increased road safety awareness has on the children and their families.”
Ben Bleet, Creative Systems Lead at MediaCom, commented, “Upon receiving the brief from Churchill, we knew how crucial it was to find the perfect partners to bring Churchill’s insight and message to life. PAW Patrol and Game of Actual Life strike the balance of educational and entertaining, ensuring engagement from a variety of audiences. It’s been a truly collaborative effort and a pleasure to develop a partnership that will both deliver lessons in schools and drive cultural relevance for Churchill.”
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