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

Orlando Warner, Creative Director at WCRS, said: “The demise of Lollipop ladies outside our schools has affected the safety of our families.  So when Churchill challenged us to come up with a campaign that demonstrated our brand values (‘Doing Right by You’) we couldn’t look past the opportunity to put more Lollipoppers back on the streets. Because they don’t just protect our families on the way to school, they’re also stalwarts of the community – bringing joy and gossip wherever they go!  Our Lollipoppers initiative is just another way you can depend on the dog.”

Full credits

Client: Churchill Insurance, Lucy Brooksbank

Agency: WCRS

Creative Directors: Orlando Warner

Creatives: Gavin Cumin, Michael Ashton

Agency Producers: Emily Mules, Sally Miller, Nick Cruttenden

Account Handling: Emma Marsland, Carolina Gutierrez Vargas, Alex Gluck, Katie Briefel, Joss Hunt

Planning: Elisa Edmonds, Alicia Gaworska

Digital Strategy: David Blackett, Duncan McLauchlan

Creative Technology: David Gordon, Lee Barrows

Designer: Craig Townsend