Results and Impacts

When the Gate won the pitch to create a microsite as part of the Scottish Government’s Road Safety initiative, our job was to use our digital skills to engage young children with games, videos and animated books. We delivered a bright, easily navigable site with lots of interactive features to ensure that children understood key messages about staying safe while crossing the road –and also had a fun and memorable online experience.

The Challenge and Objectives

The Scottish Government aims to cut road deaths in Scotland by 40% by 2020, and The Go Safe with Ziggy campaign was an attempt to talk to young children about the serious issues surrounding road safety. This was to be done in an entertaining way which would appeal to kids as young as 2. The Go Safe with Ziggy books, written by Lynda Kennedy, were used as a starting point, and it was up to us to bring the character of Ziggy to life. We were also asked to create content featuring activities and ideas that could be used in the classroom.

Our strategy

Our first task was animate the Ziggy books so that children could have an interactive experience and really get into the story. We also shot and edited a series of bite-sized instructional videos that showed real kids and parents in a variety of different situations, including fastening a seat belt in the car, waiting at the kerb and using a pelican crossing. For parents and teachers we also included videos featuring games, dances and classroom activities, all presented in a simple, colourful way.