AXA's Backseat Boss
Making road safety every kid's favourite subject.
Naming | Identity | Campaign | Collateral | Website
Turning kids into driving instructors
Let’s face it, road safety isn’t the most exciting topic, especially when you’re too young to drive.
So, when AXA asked us to create a schools-based road safety campaign, we flipped the script.
“Backseat Boss” is the first schools programme that turns kids into driving instructors.
It works because kids like nothing more than taking charge, and when they speak up, grown-ups listen.
Backseat Boss is about to roll out across 2000 schools, sparking safety chats and safer roads across the UK.
Let’s face it, road safety isn’t the most exciting topic, especially when you’re too young to drive.
So, when AXA asked us to create a schools-based road safety campaign, we flipped the script.
“Backseat Boss” is the first schools programme that turns kids into driving instructors.
It works because kids like nothing more than taking charge, and when they speak up, grown-ups listen.
Backseat Boss is about to roll out across 2000 schools, sparking safety chats and safer roads across the UK.
