Making road safety every kid's favourite subject
AXA's Backseat Boss
Naming | Identity | Campaign | Collateral | Website
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.
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.
