TfL targets London’s teens with road safety downloads

Transport for London (TfL) is moving its road safety campaign online, targeting teenagers as they download music and games.

TfL has signed up with Lycos to automatically stream its âDonât Die Before Youâve Livedâ ads on the portal while content is being downloaded. Users will be redirected to a website built for the campaign.

Banner ads will also be shown on other sites aimed at young adults, including MyKindaPlace, MonkeySlum, Faceparty and Girland.com.

The ads will only be shown to internet users based in London, and are due to run for one month.

The online planning and buying for the campaign is by MEC Interaction. The creative work was originally developed by M&C Saatchi for a cinema campaign.
A TfL spokesman says: âWeâre moving our advertising to where the market is.â
TfL claims that two teenagers are killed or seriously injured in road incidents every day in London, with 11- to 14-year-old boys being the group that is most at risk.

The online activity is being backed up by a second burst of the ads in cinemas across London during August.

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