Kumho tyres has teamed up with Manchester United and Greater Manchester Police to launch a children’s road safety campaign that mixes footballing skills with a road awareness campaign.
Play Safer enables kids aged between five and 11 to marry their love of football with the need for them to them stay safe in urban environments.
The campaign is anchored by a website (where children can download and print off collector’s cards featuring road safety and football skills tips from Manchester United first team stars) and promoted through advertising, such as the roadside poster featured here.
Within hours of launching the cards were apparently being downloaded in countries including the UK, USA, Australia, Nepal, Malaysia, Botswana, Russia and India.
Kuhmo is now said to be planning to take the initiative on the road to schools throughout the UK, before launching it in international markets.
Kevin Murphy, managing director of The Foundry, which developed the initiative, said: “The strategy we devised is far more than just a marketing campaign.
“The Play Safer scheme will play a huge role in improving the safety of young people on our roads by exercising with tips from their heroes.
“It’s very rare to be involved in something that might hopefully save the lives young children.”
Denna Bowman, Head Office