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We launched Churchill’s latest brand activation campaign to help bring Lollipop men and women back to the streets of Britain, Oh Yes!

Our campaign kicked off with a partnership with Channel 4 and Robert Webb, of Peep Show fame, in a TV ad which aired exclusively on channel 4 during One Born Every Minute. The campaign will also be supported by partnerships with Mumsnet, PTA UK, and Bauer Media. The integrated campaign includes TV ads, social video, social media management and website design and build.

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. Our bespoke 40” TV ad, introducing The Churchill Lollipopper Fund which will recruit and fund at least 50 new Lollipoppers; delivers a call to action for parents and kids throughout the UK to put their school forward to receive the funding via a dedicated website created by WCRS.

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